Who's Afraid of the acute accent?

You may have noticed that that I’ve become rather interested in the history of chocolate in the UK over the last few weeks, following my acquisition of chocolate tins made for gifts to the troops from Queen Victoria in 1899 by Cadbury, Rowntree and Fry. I’ve been looking more specifically at Rowntree this weekend and it’s led me to ask a question that I haven’t been able to answer definitively. Namely, Nestlé acquired ownership of Rowntree Mackintosh in 1988. Was a conscious policy of insisting on the correct name Nestlé instead of the anglicised Nestles adopted, and in particular, was it adopted at this time and for this reason?

If you’re an old codger or codgess like me, I’ll bet you remember adverts from the 60s and 70s for Nestlé Milky Bar. Except you don’t. Because what you remember were adverts for Nestles Milky Bar. You remember how they went –a little skit in which a fresh faced, spectacle-wearing young shaver dressed as a wild west sheriff foils some dastards (check the spelling) in the course of their dastardly deeds accompanied by the jingle

“The Milky Bar Kid is strong and tough

And only the best is good enough

The creamiest milk, the whitest bar

The goodness that’s in Milky Bar”

Cut to aforementioned kid yelling “The Milky Bars are on me!” and the singers hit us with a final musical sting

“NESTLES Milky Bar!”

Watch very similar adverts from the late 80s onwards, and this sting has been replaced by “Nestlé Milky Bar!”

Don’t get me wrong, I happen to think that this is no bad thing. When you think of it, it was always a bit insulting to suggest that anglophones could not handle the complexities of the acute accent. I mean, for heaven’s sake, we Brits have 9 different ways of pronouncing the -ough – letter combination and most of us cope pretty well with that without incurring permanent injury.

Of course, it’s just as likely that advertisers of the time felt that British punters were more likely to go for a brand that at least sounds a bit British. Milky Bar dates back to 1936, and the very first Milky Bar Kid advert hit our screens as long ago as 1961. You’ve doubtless been asked the question – which screen character was first played by Terry Brooks in 1961 ?– I certainly have both asked it and answered it before now.

For what it’s worth, I’m kind of glad that we go the whole hog pronouncing the accent in Nestlé now. If nothing else it makes sense of their punning bird feeding chicks trademark. Just a thought.