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Usage and correctness of the term “Better than Best”

The fresher than fresh slogans of our relentless advertising

What does fresher than fresh mean? Does it mean more and more fresh?


1 Answer 1


There's a reasonably common pattern to say:

(some adjective)er than (the same adjective)

Fresher than fresh. Faster than fast. Smarter than smart. etc.

It's just meant to be a clever way to make a superlative out of the adjective. It's not just fresh, or fresher, or super-fresh, it's fresher than fresh.

In your example, it would most likely mean that the slogans were extremely fresh — or new to the ad market.

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