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San Francisco 2007 Carnaval Parade.

July 10, 2007

Door And Ask
Tuesday. Overcast this morning, a bit muggy, although they're saying it may reach sixty-eight degrees later today with some chance of thunder showers. Good light for photography, though. I have a lens arriving from B & H today, the last lens I'm going to buy in a long while (now that I'm living on a retirement income) and when I say that I can hear a not quite rational high pitched laughter echoing somewhere in an empty room off stage. Just an ordinary day, in other words, here in Oakland.

I've passed this store going to and from work every day now for a couple of years, wondering how you have an awning printed up with the word cigarettes misspelled, so, last Tuesday, sitting at the bus stop across the street, I took a picture of it. Then, in looking at the picture, I noticed candies and snacks had been misspelled as well. Being a paid up possum in the American marketing culture I wondered if there were a reason for the misspellings, some “hook” they've discovered in focus group studies that makes misspelling useful in generating business. And then I chilled out. Still, doesn't Microsoft make an awning spell checker? Was this printed in China or some other low cost country where they don't speak English? I'd be curious, but not curious enough to stick my head in the door and ask.

The photograph was taken at the San Francisco 2007 Carnaval Parade with a Nikon D2Xs mounted with a 70-200mm f 2.8 Nikkor VR lens at 1/1250th second, f 2.8, ISO 640.