“Dear”

Press, Volume CXII, Issue 33068, 8 November 1972, Page 16

“Dear”

Sir, —I think I can explain the origin of this form of address which, though it does not personally irk me, makes me tend to criticise the standard of the commercial establishments in which I find it. The practice originated in England in 1945 when the class system was due to be abolished. The terms, “Sir” and “Madam,” became suddenly degrading to the user (though just over a century before they were the common forms of address between social equals), and though old-established shops, etc., kept up the habit, every customer in the popular stores was subjected to this new term of affection. East End barrow-boys dropped the habitual (and surely quite harmless) approach to customers as “Lady” and substituted “Ducks,” which has been their custom ever since. In New Zealand, where a far more genuine equality exists, this rather tiresome demonstration of matyness could well be discarded. —Yours, etc.. I.S.T. November 6, 1972.

Sir,—Two of your correspondents object to being addressed as “Dear” by shop assistants. I beg to differ. I am always cheered and uplifted when I meet a really kind person who addresses me, as “Dear.” There is so much sorrow, suffering, and worry in this world, and during my 72 years I have had my share of all these troubles, so it is music in my ears to be spoken to kindly and called “Dear” rather than being spoken to in a callous, abrupt manner. I have also felt that those who have spoken so kindly to me have been genuine and have helped me along life’s _ way. — Yours, etc., KIND WORDS CAN NEVER DIE.

November 7, 1972. [This correspondence is now closed. — Ed., “The Press.”]