“Fresh fish for sale here” – said the fish-seller’s sign.
‘Why specify ‘fresh’, asked a client jokingly, ‘as if you are accustomed to selling stale fish?’…
“Fresh fish for sale here” – said the fish-seller’s sign.
‘Why specify ‘fresh’, asked a client jokingly, ‘as if you are accustomed to selling stale fish?’

The shopkeeper, conciliatory, removed the adjective.

Shop Signboard

Shop Signboard

The next day another client asked, laughing:
‘It is necessary to specify, in front of the fish stall that “here” one sells fish and not flowers?’
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And the shopkeeper, taking the criticism seriously, removed the term ’here’. A third customer said it seemed ridiculous to announce that fish was “for sale” as if one displayed fish on the roadside and not on a stall. The shop-keeper, on finding the remark justified, removed both words. There only remained on the sign the word

“Fish”, when a friend came past to visit the shopkeeper: “From the farthest end of the road,” he said, “I can smell your stall. What buyer of fish would be afraid of forgetting the address. It is necessary for you to announce it like this?”

Thus our shopkeeper was made to remove everything from the sign board.