It’s difficult to find a suitable quote that will show you why, because the writing is kind of layered and the humour builds up and up for effect, but how about this for a description of a low budget hotel in Middlesbrough:
“Apart from the sign outside, every fixture and fitting shamelessly flaunted its origins as a branch of the French-centred chain of ultra-budget motels. Blue carpets, red handrails, yellow doors: spartan but aggressively colourful, the mood pitched somewhere between the lower decks of a cross-channel ferry and a prison for Teletubbies. Many years of targeting the cheap-slob market had taken its toll. The corridors appeared to have hosted a keenly contested race between a drunken horse and a motorcycle powered by gravy”.
And here’s another describing the trend towards slogans.
“It’s a strange fact of modern life that every town, county and nation now feels obliged to sell itself through a slogan, and that such slogans are always underwhelming, inane or deranged. An investment of £120,000 recently saw Nottinghamshire rebranded as ‘N’. In 2007, the director of the Scottish tourist board authorities silenced a press conference when she explained that the giant projected message up there wasn’t just an introductory screen-saver: six months and £125,000 really had been spent on coming up with the words: Welcome to Scotland.”
You have to read this book! If Moore comes to the Edinburgh Fringe this year, I’ll be there.