Endearing words – price, value and the English language

 

Individual words have a unique and rich texture, describing a reality far more complex than their formal equivalents. To illustrate this texture, I will analyze words that describe prices and their accompanying value perception to show that these words are not true synonyms but instead complementary words.

On the upper side, some items are expensive, which merely implies that the price is above average with a tad bit of judgment regarding its worthwhileness, which can be explained. For example, I can say that that that the cake is expensive but worth every cent. On a more generic note, a purchase may involve a big-ticket item, such as a truck, which, by definition, costs more money objectively. People with a desire to impress or a need for quality may choose to purchase a top-of-the-line or high-end model, the fanciest option, or make their purchase at a high-street location, where the most expensive stores are located. What is lost in savings is gained in prestige and quality. For elegant parties, hosts may choose to invest in premium products, such as imported ham, or lavish entertainment, such as full orchestra, which do luxuries. Swanky hotels are really good at impressing but come at a high price. Many guests will appreciate the effort. Somethings that glitter are gold in price and quality.

However, far more people and cultures frown on wasteful spending. In other words, they hate to overpay and avoid buying overpriced goods and services, defined as more expensive that they “should” be. If people feel that the price is above the market, i.e., too high, they might be embarrassed to discover that they had paid a pretty penny, which is not attractive at all, or been a victim of highway robbery, as the cost of an ice cream from a beach vendor, which borders on criminal. If goods are in short supply, sellers ask for an exuberant price, which is far more than it should be, meaning it is sky high. Of course, nobody wants to pay an arm and a leg for anything if they have a choice.

By contrast, many families are proud of being thrifty, knowing how to the get the most from their money. They appreciate a good value, one where the quality and cost reflect each other. They have no problem being popular priced items, those are inexpensive, and get by with budget options, those costing less. Everyday low prices are what they seek.  Even better, they relish finding items on sale for that day or discounted for any reason since these prices are especially low. They enjoy making a real steal if they can find an item at wholesale prices, which are clearly less than any retail ones. Low-street vendors, located far from the main shopping areas, and the bargain basement, the lowest floor of many department stores where one can find a real buy, are their favorite venues. Many people by choice or necessity must be very economical.

However, everything has a limit. Cheap goods are, unfortunately both low in price and quality. If it is a dime, a dozen, it fails to impress those in the know. If someone buys cut-rate or insists on dirt-cheap goods, it is clear that quality is completely irrelevant. Items bought for a song are often too good to be true but not always. For example, the Dutch sold New Amsterdam to the British, who renamed it New York, for the equivalent $24. Anybody selling at rock-bottom prices is not making money, which makes no sense in most cases. Thus, there is a floor somewhere in low prices.

Therefore, when choosing which word to describe a price, consider all elements, not only the direction but also the connotation. Calling your mother-in-law cheap or accountant exuberant could have unpleasant results. In practice, choosing the wrong word can cost you dear, meaning have a high price beyond your expectations. May this column enrich your knowledge and save you from misunderstandings.