a Pepysian phrase: ‘and so to bed’

phrase popularised by its frequent use in the diary (1659-69) of Samuel Pepys (1633-1703)—not peculiar to him, however, as it was used for example by Philip Massinger in 1624

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‘we aim to please (you aim too, please)’

‘we aim to please’ (1817): originally chiefly used as a commercial slogan meaning ‘our customers’ satisfaction is our goal’—extended form ‘we aim to please; you aim too, please’ (1941): used in a variety of contexts

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