the recent KFC ads are unremarkable. Mostly the usual stuff: shots of hungry men digging bicep-deep into a bucket of wings. But there's this strange little phrase—"kitchen fresh chicken"—that keeps popping up in the ads.
Well, I'm no Jacques Derrida. But I feel I may have deduced a semiological link here, between "kitchen fresh chicken" and "KFC." It sure looks as though someone wants to sneakily breathe new life into a tired, fading abbreviation*. The question is: Will they get away with it?
You'll recall that KFC at one time stood for Kentucky Fried Chicken. Right up until 1991, when they ditched all the actual words and just went with a monogram. Dieting trends had made "fried" a dirty cuss, and the plan was to banish it from view. Voila: KFC.