So goes Logos: The 40-year history of the downtown used booksto...

Logos owner John Livingston, second from right, is surrounded by some of his veteran staff, from left, Heidi Kernytsky, Scott Clements, Dave Iermini and Saarin Schwartz. Full Story
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Publican

San Francisco, CA

#73 Sep 29, 2009
Oy vey
Mik

Richmond, CA

#74 Sep 29, 2009
Yeah Logos. Boo the city of Santa Cruz and its anti-business politics.
durutti

Santa Cruz, CA

#75 Sep 30, 2009
@ positive: Thanks for the clarification.
Chico

Santa Cruz, CA

#76 Sep 30, 2009
celebrate subversity wrote:
<quoted text>
It's very common for mispronunciations to become the norm. Only a pretentious elitist (or a recent transplant) would pronounce "San Francisco, Los Angeles, Santa Cruz, Los Gatos, or almost any Spanish city name correctly.
Even Cabrillo is almost always pronounced wrong. Cabrillo was Portuguese and they do not pronounce their double "L's" as "Y's"...like the Spanish do. It is correctly pronounced, Ca-brillo..rhyming with "the pillow".
It's nice to see I touched a chord and got a conversation going.

As to your point: You're right that pronunciation, like most every aspect of language, is fluid and various. But Look It Up and I were not commenting on the mispronunciation, but the missed understanding of the store's name we assume to be signified by that mispronunciation, if you will allow me to call it so.

Of course, we can say that those who understand the store's name to be a plural rather than singular noun take their own meaning from the word. That's true, but if that is the only meaning they take from it, they are missing the one intended by the store's namers, because it, I think you'll admit, has a more interesting and memorable significance.
David Sterkin

Ben Lomond, CA

#77 Oct 2, 2009
Hey, I just read an overview of forty years with my favorite bookstore that tells the whole, real story which is a lot more of what I remember having browsed this haven of books and vinyl for decades. Check it out at www.logosbooksrecords.com .(I hate to give the story away but they are NOT closing, despite the title of this article.)
durutti

Santa Cruz, CA

#78 Oct 3, 2009
apropos a la logos a go go!
YES!
Forty years! Feet of books!
Grow Some.
Non-Fic for sure.
Coulrophobia

San Bruno, CA

#80 Oct 4, 2009
celebrate subversity wrote:
<quoted text>
It's very common for mispronunciations to become the norm. Only a pretentious elitist (or a recent transplant) would pronounce "San Francisco, Los Angeles, Santa Cruz, Los Gatos, or almost any Spanish city name correctly.
Even Cabrillo is almost always pronounced wrong. Cabrillo was Portuguese and they do not pronounce their double "L's" as "Y's"...like the Spanish do. It is correctly pronounced, Ca-brillo..rhyming with "the pillow".
It's "Ka -breel -lo". Not like "pillow". You want to get both l's in there, but they are separate, in a way. Got that from a speaker of Portuguese.

And there is a ridiculous affectation that some "oldtime" Los Angeles people hang on to. They pronounce it "Las" (as in "last") "Ang-ghel"" (like "angle") "Eeez". It's a way to show, in certain circles, that you were born there to people who were born there. Snobbery takes many forms.

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