Anything Obscure & Eclectic
Tout de suite

Tout de suite


adv. — at once; immediately, promptly; straightaway; right now

fm. pure, unfiltered French

first published. 1895

Pronounced “toot suite,” the adverb is simultaneously appropriated and corrupted by English. It’s persistently misspelled, while a 1917 issue of the influential humor magazine Punch coined the phrase “the tooter the sweeter,” i.e. the sooner the better. The 1968 film Chitty Chitty Bang Bang included the song “Toot Sweets” about a fantasy confection, which then  became the name of a real-life candy whistle by Mattel.

Sure, it’s a stretch to link the original French to this early example of synergistic merchandising off a family film. But the guy who pitched Star Wars-branded oranges had to start somewhere, right?

inspiration. why, I misspelled it, of course

Tout de suite


This entry was published on 15 March 2017 at 9:00 am. It’s filed under T and tagged . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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