Others who took the Razzies as a Medal of Dishonor also fit, such as Showgirls director Paul Verhoeven. ("I was driven out of Holland for being sick and perverted and disgusting. When I was making movies in Holland, they were blasted by critics as decadent, perverted and sleazy. Then I moved to the United States.")
Alvy: Don't you see the rest of the country looks upon New York like we're left-wing, communist, Jewish, homosexual pornographers? I think of us that way sometimes and I LIVE here.
Jon Stewart is a big fan of this. Like other Jewish comedians, he makes fun of his "Jewish-ness" as well as making fun of his, uh, lacking in height, his piriform physique, his home state of New Jersey, and the fact that he hasn't been in very successful movies and these jokes carry over to The Daily Show. Even The Daily Show itself is a victim as one of the longest Running Gags in the program was for a guest to mention how they've seen The Daily Show and for Jon Stewart to say that he himself doesn't care for it.
Stewart: I don't watch it, myself. I find it crass.
19th-century German Jewish poet Heinrich Heine once commented on the efforts of various groups to convert Jews to Christianity;
“It is extremely difficult for a Jew to be converted, for that would force him to accept the divinity... of a Jew."
Groucho Marx once said, "I don't care to belong to a club that accepts people like me as members."
Rodney Dangerfield's the patron saint of this trope for a reason. His act was made up of self-directed Take Thats. It annoyed his wife to realize that people thought he really was the slob he portrays in his act.
Irish humour, when it's not about drinking, fighting, or nationalist conflict; is all about the Irish predilection for drinking, fighting, and nationalist conflict.
Jay Leno routinely makes jokes about the badness of his jokes. These are often among his funnier jokes.
He's also quite aware that people make fun of his big chin; in one opening monologue, he even pretended to use it to block out the sun to help the citizens of Burbank cool off from a current heat wave. In another segment, a young girl who was teased for having a big chin wrote to him about it. She was invited to appear on the show, where she addressed him as "Uncle Jay."
This is cartoonist Robert Crumb's favorite subject.
No episode of Late Night with Conan O'Brien goes without it. Usually he's joking about his hair and/or awkward body.
In Conan O'Brien's opening song when Conan hosted the Primetime Emmys (a parody of "Trouble" from The Music Man), one of his examples of NBC's decline in quality was that the Emmys were opening with a song-and-dance number "performed by a host with limited musical ability!" (The chorus then shouted, "He can't sing!")
Conan later went, "To prove things are going to Hell, we're relying on Howie Mandel...."
The opening screenshot of this software review shows a few open source developers have this sense of humor.
Will Rogers' frequently quoted line, "I'm not a member of an organized political party. I'm a Democrat."
Though self-deprecatory, this comment was a specific dig at the Democrats' inability at their 1928 Presidential nominating convention to decide whether to oppose or to support the repeal of Prohibition. (They punted the issue and, like most politicians 'wet' and 'dry', continued drinking heavily.)
Hugh Laurie once mentioned that the reason he keeps acting is because he hates himself and doesn't believe he deserves to be happy.
A big part of Icelandic humor, common factors include bad driving habits, cutting in lines, extremely frequent bodily noises and an Icelandic tourist attempting to speak English but constantly peppering his language with Icelandic-exclusive idioms (Venus pronounced as "weenis" and riding on horseback replaced by "fucking".)
The slogan for The Comedy Network, Canada's equivalent of Comedy Central, is 'Time Well Wasted.'
Self-deprecation is a notable part of Hungarian culture, including their own version of the old stand-by, "If two Hungarians are in a room, they'll have three opinions."
Stand-up comedian Jim Gaffigan interrupts his act frequently to make disapproving comments (in a different voice) about his jokes.
Is he really that fat? ... Why is he talking to himself up there?...Why is he so pale?...He's the fattest crackhead I've ever seen...
Craig "The Lovemaster" Shoemaker will supply critical analysis of his jokes:
Mr. Erase: Oh my god, that was so disgusting! What a visual! I am so sorry. Erase, erase, erase!
Valve Time. Valve mocks itself for its loose schedule for putting out their games and failing to meet even that.
They even mock themselves for it in Portal 2, as when their names appear on the screen in a credits sequence, GLaDOS reads off various negative personality traits for them, which includes "procrastinator" and "perfectionist"(Though she doesn't see anything wrong with the latter). And the line in "Still Alive": "We're out of beta, we're releasing on time."
Many game companies will poke fun at their release delays, saying only that they'll be released "soon."
CCP Games seems to claim that they trademarked the joke.
Bungie Software, back before the Microsoft buyout.
NCSoft (now Paragon Studios) has apparently licensed this term from CCP.
Blizzard Entertainment. It seems that successful game companies that can afford to push back release dates for the sake of quality have come to use Soon™ as a way of mocking both themselves and their fans.
When Ben Affleck when he hosted Saturday Night Live, joked that he would be endorsing John McCain in the 2008 U.S. Presidential election because every candidate he ever supported lost.
When promoting the film Gigli, which by that point, was infamous as one of the biggest flops of the decade, went on The Tonight Show and read his "favorite" parts of the movie reviews, namely, the most scathing and brutal quips from film reviewers about how bad the movie and Affleck himself were.
Affleck's late-'90s Saturday Night Live appearance was full of this, with Mango calling him "Ben Whofleck?", and Gwyneth Paltrow showing up because she thought he would need help with the opening monologue.
During the commentary for Mallrats where he describes himself as desperate and suicidal during the production of the movie, coming home at night with a bag of sleeping pills and preparing to just end it all. It's funnier than it sounds.
Likewise, Tim Robbins asked for the mangled production puppet of himself so he could frame it.
The British channel E4 is mostly composed of British soap operas, American drama and comedy, and reality shows. Its advertising mocks the melodrama of British soaps and American drama, the ridiculousness of American comedy, the stupidity of reality TV and itself for broadcasting them.
Highlights the national stereotypes of stubbornnesss, drunkenness and quietness. For example, two men went camping for a week with several bottles of vodka. The last day one of them raised a glass and said: "Cheers!" The other angrily responded: "Did we come here to drink or talk?"
There's a whole category of jokes starting "A Swede, a Norwegian and a Finn..." that tend to paint the Finn as hardy, if a bit thick in the head. A pair of illustrative examples:
A Swede, a Norwegian and a Finn tried to swim from Norway to America on a dare. Ten miles from the Norwegian coast, the Swede gasped "I can't make it..." and promptly drowned. Fifty miles from the Norwegian coast, the Norwegian gasped "I can't make it..." and promptly drowned. The Finn had just caught sight of the American coast, when he sighed "I can't make it either..." and promptly swam back to Norway.
A Swede, a Norwegian and a Finn were drinking, and decided to test who was the biggest badass through a contest. The winner would be the one who'd last the longest wrestling a polar bear, and then making love to an old granny. The Swede entered an igloo containing the polar bear, and staggered out after five minutes, mauled and bleeding. The Norwegian went in, and staggered out after fifteen minutes, mauled and bleeding. Then the Finn entered, and after half an hour, emerged, mauled and bleeding. He triumphantly asked his friends: "Now, where's this old granny I have to wrestle?"
The basis of the whole Blue Collar Comedy Tour. Bill Engvall and Jeff Foxworthy both focus on aspects of themselves and their family, then make as many redneck jokes about it as they can.
It is a common feature in Filipino humor to make fun of their reputation for procrastination and lateness known among Filipinos as "Filipino Time". Another common self-deprecating Filipino joke is to comment on the unstable political environment of the Philippines or to make fun of the almost religiously fanatical celebrity-worship tendencies of Pinoy Pop Culture. They also make fun of their religious fanaticism.
Indians love to make fun of themselves for their lateness as well, joking that the acronym I.S.T doesn't mean "Indian Standard Time" but "Indian Stretchable Time."
Few people enjoy the "Scots are cheap" stereotype as much as Scottish comedian Billy Connolly.
"My uncle once dropped ten pence; he bent over to pick it up, and it hit him in the back of the head."
"You may have heard that nasty rumour floating around that copper wire was invented by two Scotsmen fighting over a penny."
One time, Connolly was on Conan O' Brien explaining that he once bungee jumped naked on his travel show. Why? The place apparently had a policy that if you jumped completely naked, it was free. When Conan asked why he did this just to save a few tens of dollars, Connolly replied "You'd have to be a Scotsman to understand".
Kevin Smith describes his wife as a man-hating feminist, "which explains why she married the guy with the tiniest dick on the planet."
Brian Regan uses this in a lot of his comedy acts as well, usually to make him look stupid. The best example is his skit "Stupid in School"
Christopher Eccleston is known to be very modest and down-to-earth in interviews and live shows, and especially self-depreciating about his unconventional looks. (Which was also referenced in the first episode of the 2005 series of Doctor Who.)
The Doctor (looking into a mirror): Could've been be worse. Look at the ears!
On Top Gear, there was a lot of self-mockery about the fact that he had learned to drive only about a year before appearing on the show, and that he was only qualified to drive an automatic. Also, this bit of Northern English working class attitude:
(After being complimented for not being a diva and offering to use public transport to help the production save money on his travelling costs) "That's because I'm tight. I wouldn't give a door a bang."
When Jonathan Ross handed him the 'cock-o-meter' on his talkshow and asked where he measures on the thing, Eccleston pointed to the lower edge of the tube, saying "I come about... 'Registered Trademark'." And he took great satisfaction in the fact that his Doctor Who action figure got the ears right. "They even got the fact that one of my ears sticks out more than the other!"
(After being called "two-faced"): "But sir, if I was two faced, do you think I would be wearing this one?"
Polish humour has this in spades:
The "German, Russian and Pole" jokes. They usually start with the trio getting into trouble, and each of them trying to work his way out of it. The Pole traditionally ends up the most successful - but through the least moral means.
Satan gives a German, a Russian, and Pole two metal balls each, and says he will set them free if they do something interesting with them. The Russian starts juggling, the German balances one ball atop another, and Pole loses one of the balls... and breaks the other. (this joke is also popular in Russia, though in their version it is of course the Russian who loses/breaks his balls)
One of the most popular targets for mockery in Poland is the public opinion's tendency to veer towards extremes. A successful sportsman becomes the nation-wide butt of jokes overnight if he loses as much as one match/fight/competition/whatever. Many famous musicians had their careers utterly broken because they failed to win the Eurovision Song Contest. This leads to any number of jokes lampshading the trend.
General Polish tendency to praise Heroic Sacrifice and Moral Victory is also often parodied. When President Lech Kaczynski, criticized and made fun of on a daily basis, died in a plane crash, he was suddenly showered with praise by the same people who made fun of him in the first place. This lead to a minor meme "Who swapped the bodies?"
Many nations' people complain about themselves. It's often surprising to non-Dutchies to realise that to the Dutch, this is regular conversation.
British writer, critic and presenter Charlie Brooker is fond of this, describing himself, among other things, describing himself as looking like a cross between "Laurence Fishburne" and "a paedophile walrus".
Stephen Fry's autobiographies Moab Is My Washpot and The Fry Chronicles both have a strong theme of this running though them; Fry will regularly suggest a plausible psychological reason for the mistakes and wrongs he's done in his life only to then take them back and accuse himself of just being selfish and immoral.
In an odd case of Double Insult Backfire, Sam Clemens tried to tell a self-deprecating joke at a banquet honoring legendary American writers Oliver Wendell Holmes, Henry Wadsworth Longfellow, and Ralph Waldo Emerson, claiming he ran into drunken reprobates who were posing as them while he was working as a silver miner in California. While he was really poking fun at his own lowly stature at the time, the press misconstrued this as Clemens insulting the writers themselves, and he was so ashamed by the fallout he moved to Germany for several years. And thus, Mark Twain created the celebrity roast.
Aussies don't make fun of themselves, so much as they make fun of everyone, including themselves, but it has the same effect.
You know you're Australian if you spend a month looking for the remote instead of getting up and pressing the button. We refuse to let a remote get the better of us, dammit!
Andy Warhol once said in an interview that he couldn't defend his works against his critics, because they were right.
Chis Colfer of Glee makes quite a lot of self-deprecating jokes in interviews.
Say what you will aboutGlenn Beck, but he's a good sport when it comes to those parodying him. Two of the most well-known parodies of Beck were the ones done by Jon Stewart. The very next day those aired, Beck replayed both of them on his show and has admitted they were both hilarious. Also, when organizing his Rally to Restore Honor, Glenn Beck had Frank Caliendo, the King of Impressions himself, on his radio show to talk extensively about Caliendo's developing impression of Beck and Glenn then invited Caliendo, should he finish developing the impression, to open up the Rally with a short routine in order to help ease the hundreds of thousands in attendance out of their tension.
Aside from mercilessly roasting other celebrities, Joan Rivers was known for making jokes about her lack of a sex life, lack of sex appeal, "maturity/oldness" and plastic surgery.
There are some jokes for cities/states that start with "You know you're from (insert state) when..." For example: You know you're from California when the fastest part of your commute is down your driveway.
New Jersey's legislature once famously attempted to make Bruce Springsteen's "Born to Run" the state song. "Born to Run" is a song about wanting to get out of the state of New Jersey:
Ask anyone from Iowa what there is to do there. "Leaving's always good" is the standard response.
The most common fall guy in Afrikaans jokes is someone called Van Der Merwe, which is a typical Afrikaans surname. His opponents are usually the Scot and the Englishman, ethnicities which Afrikaners historically have been in conflict with and traditionally don't particularly like. And the Scotsman and the Englishman always, always win... except if Van Der Merwe accidentally wins through his sheer stupidity. It's like self-racism. Still funny though.
Hence the name of the none-too-bright protagonist of District 9, written and directed by an Afrikaner.
Stand up comedian Simon Amstell spends the vast majority of his shows waxing lyrical about how socially inept he is.
Lindsay Lohan sometimes likes to mock her "party girl" image, the most notable example being that "Funny or Die" parody of an E-Harmony ad.
She does this on Saturday Night Live as well most recently She played herself as a an inmate participating in a "scared straight program" with sketch regular Lorenzo MacIntosh played by Kenan Thompson.
Ken Dodd delved into this occasionally.
Comedy's in me blood. I wish it was in me act, but there you go.
Barack Obama has had some, like "Some have said I'm arrogant. They obviously haven't looked at my approval rating," and the infamous politically incorrect ad-lib about how he should be bowling for the Special Olympics.
Another time he introduced a Steven Chu, a Nobel Prize winner in Physics by calling him "a man who actually earned his Nobel Prize."
Also, while speaking of Henry Kissinger, he claimed they he had a lot in common, saying Kissinger won the Nobel Peace Price for negotiating an end to the Vietnam War; “and I won mine for. . . ” then he looked off camera, and said, “What did I win mine for?”
He once interrupted, via satellite feed, an unflattering statement by Stephen Colbert, when Colbert was performing/reporting in Iraq. Colbert believed Obama was listening in via spy satellite, but the President explained: "My ears are just that big."
His speech at the 2015 White House Correspondents' Dinner (see here) has plenty of self-deprecation, sometimes coupled with good-natured Take Thats towards other politicians. One example:
Barack Obama: ...and Bernie Sanders might run! I like Bernie, Bernie's an interesting guy. Apparently some folks really want to see a pot-smoking socialist in the White House...we could get a third Obama term after all!
His father George H.W. was a good sport as well. He had Dana Carvey come to a White House dinner to do his impression of him, and no one laughed harder than George the Elder himself.
Ronald Reagan was also capable of this. In 1988, the political satire group Capitol Steps was set to perform at the White House in front of the President, his wife, and much of Congress. Reagan sent an aide to request that the group perform songs poking fun at him. The Steps obliged, and Reagan greatly enjoyed it.
William Howard Taft once remarked on his not-so-memorable presidency: "The truth is that in my present life I don’t remember that I ever was president."
Britney mocked herself and her mistakes in her Will & Grace feature. Emilie Autumn mocked her over the topness in her anti bullying video.
Supermodel Naomi Campbell is well known for her legendary Hair-Trigger Temper and general rudeness. During a photo shoot where she was tied up and had a strip of duct tape placed over her mouth, she joked that she was sure plenty of people wanted to tape her mouth shut in real life as well.
George Lucas frequently makes fun of his own changes to Star Wars, including wearing a "Han Shot First" shirt and having Darth Vader give a speech about how much he hates the changes.
He's also poked fun at his stilted writing. For instance, upon receiving the 2005 AFI Lifetime Achievement Award, he called himself "the King of Wooden Dialogue".
Jeff Dunham did this in "Controlled Chaos", where he shows pictures of himself as a kid and he (and his puppets) can't believe how he would bring ventriloquist dummies to school to get free-professional pictures, in addition to the stuff he actually wore as a kid. He also used to a segment where his character Peanut had his own ventriloquist dummy called...Little Ugly Ass Jeff.
John Oliver does this a lot, most notably in his Comedy Central special.
What I wanted to be, when I was growing up, was an athlete. [...] Really? An athlete, John? And the word "athlete" means the same in Britain as it does here, does it? [...] What sport was it in Britain that rewards a concave chest?! Did you, perhaps, plan on becoming a sail?
A huge part of the Canadian identity, according to the rest of the world, is lumberjacks, Mounties, helmetheads, polar bears, maple syrup, beer chilled on the back step, hard liquor that tastes like gasoline and unfailing politeness. According to any Canadian, the keystone of the Canadian identity is managing to both mock and cherish those stereotypes at the same time. In addition to the usual standbys, there is also the fact that many people outside of Canada know little else about the country.
Former Canadian Prime Minister Jean Chretien, who suffered a speech impediment (a holdover of polio). He once appeared on Royal Canadian Air Farce, to have his doppleganger (Don Ferguson) teach him how to misprounounce "popular" in the proper Chretien way (Chretien pronounced it correctly). "Noes, noes, it's [i]poopoolar![/i]"
A Norwegian woman was observed sliding on a slippery road during wintertime. Her immediate response to almost falling was:
And if Norwegians actually allow themselves to be proud of some effort, like getting international acclaim for a movie or such things, count on the Swedes to set them straight.
Daniel Radcliffe seems to be this way, especially in this conversation about how he needs help getting dressed:
Interviewer: You can't tie your shoelaces?
Daniel: (mock outrage) Who tipped you off about that? Yeah...shoelaces are not a strong point of mine, for whatever reason...
Carrie Fisher does this frequently. Most of her jokes are poking fun at her past drug use and mental illness. During the roast of Roseanne, she spent more time roasting herself than Roseanne or the other roasters.
"Religion is the opiate of the masses. Well I did masses of opiates religiously."
Barry Cryer tends to engage in this a lot, joking about his lack of talent, inflating his reputation for heavy drinking, and claiming that people who come to see his gigs have confused him with Barry Took. He's stated in several interviews that this can be traced back to Yorkshire tradition.
I've just sung to you! I don't know why, you've never done anything to me...
George R. R. Martin mentioned on his blog that Game of Thrones is "one bitch of an adaptation" because the original writer made the "damn battle way too big and too expensive." He also griped that the gigantic wall separating Westeros from the north had been written as "way too high" even when its height was cut in half. The original writer he was trying to adapt, of course, is George R. R. Martin.
Also, the reason why he switched from writing TV shows to to novels? He never had the budget to do what he wanted on the TV shows. Oooopsies!
Italian jokes are mostly about Italians from a different part of Italy, Italians from the same part of Italy, or Italy in general.
At the 2012 Olympics, gymnast McKayla Maroney's silver medal for the vault would have otherwise been an afterthought in The Year Of Phelps and Bolt - until a picture of her lip-curling disdain on the awards podium morphed into the "McKayla Is Not Impressed" Photoshop meme. Instead of being embarrassed, McKayla gamely lampshaded the moment by teaching her teammates "the face," then trotting it out on David Letterman and Stephen Colbert.
Jurgen Klinsmann's famous diving celebration after scoring his debut goal for Tottenham Hotspur, mocking his own reputation for diving in order to win penalties, is a borderline iconic example. It became one of the most famous goal celebrations ever, won over many of Klinsmann's critics in the UK, and turned him into a cult figure almost overnight. It helps that Brits have quite the taste for self-deprecating humour (see below).
Mara Wilson claims on her Facebook page that she doesn't act in movies anymore because she can no longer look or act cute, and that she no longer does improv because "women aren't funny." She eventually explains that she writes plays because she can apply "...some of her worst habits (e.g., eavesdropping, nitpicking, automatically imagining the worst case scenario)".
Her career as a Former Child Star often comes up for some Self-Deprecation in her writings and social media as well; she often refers to herself as having been "mildly famous" or a "C-List actor".
Slowly becoming the pre-2004 Red Sox of basketball. Right down to the 45 shameless writers who would release a quickie book if the Knicks ever turned things around and won a title. Wait, I think I just made fun of myself.
This trope is considered good manners in Japan in certain circumstances, such as when you present a gift to someone.
After getting fired from the news show Breakfast because of his offensive comments, New Zealand TV presenter Paul Henry appeared in several ads that poked fun at his mean personality.
A good deal of Miley Cyrus' humor is based on this, much of it as seen on Hannah Montana or in interviews, and she welcomed Vanessa Bayer's Miley Cyrus Show sketches on Saturday Night Live with open arms. Her first episode from 2010 has her playing Justin Bieber to Vanessa's "Miley", while her appearance in 2013 has a sketch with "old Miley" meeting "new Miley" backstage at the 2013 MTV Video Music Awards.
Astronaut Pete Conrad did this frequently. He told people that his motto was, "If you can't be good, be colorful." During the Apollo 12 mission, Alan Bean said it would be good to land on the Moon and do some physical work. Conrad replied, "Speak for yourself, I'm a lazy son of a bitch." When he stepped onto the lunar surface later on, the first thing he said was, "Whoopie! Man, that may have been a small one for Neil, but that's a long one for me!" Conrad was poking fun at his short stature (he was 5 foot 6).
During the opening ceremony of the Sochi 2014 Winter Olympics in Russia, technical difficulties prevented the ring on the far right of a "blossoming" Olympic logo from opening with the rest. A dance number during the closing ceremony involved the dancers taking the form of the Olympic logo, with the dancers making the far right ring mimicking the technical snafu.
Similarly, during the opening of the 2010 Vancouver Olympics, one of the struts of the Olympic Cauldron failed to rise out of the ground during the Lighting Ceremony. That strut finally appeared at the Closing Ceremony, being pulled out of the ground by a mime (Yves Dagenais) with an invisible rope.
In 1943, Oscar Hammerstein II experienced a Career Resurrection with two hit shows running on Broadway, Oklahoma! and Carmen Jones. He took out a "Holiday Greetings" ad in Variety, naming himself as the author of five musicals which had unsuccessful runs lasting between three and seven weeks in New York or London, with the message "I'VE DONE IT BEFORE AND I CAN DO IT AGAIN."
While The Elder Scrolls Online was in beta, testers of various types were organized into groups named after the Aedra and Daedra of the game's lore. One group was Sheogorath's Testers, named for the resident Prince of Madness. This group eventually figured out that the one thing they all had in common was that they were all developers, either employed as programers elsewhere or students of game design. Yes, game developers are a special kind of mad.
Doctor Who writer Terrance Dicks on the series' tendency to riff on and copy ideas from other sources: "Talent borrows, genius steals, and Doctor Who gets it off the back of a lorry at midnight, no questions asked."
All the actors from Friends have always liked to poke fun at themselves, mostly about their post-show careers, but even on the series they'd make jokes about all the Emmy nominations and the annoyingness of the theme song. Matthew Perry especially is Chandler Bing in the real world, deprecating about his dating life, drug addictions, weight fluctuations and all the crappy career choices he's made in nearly every interview.
Formula One's Taki Inoue was known for his incredibly short-lived and horrendous racing career back in 1995. Years later he decided to establish blogs, facebook, and strings of Youtube comments dedicated to make fun of his own infamous experiences. It works, as the man - now in his 50s - has become a comedian and an internet cerebrity within F1's community.
Victor Mature, upon being rejected for a country club membership because he was an actor: "I'm not an actor — and I've got sixty-four films to prove it!"
Fitting both this trope and Take That: During the run-up to the women's figure skating competition in the 1994 Winter Olympics, complete with a physical attack on Nancy Kerrigan by associates of her rival Tonya Harding, the latter called herself "the Charles Barkley of figure skating". Sir Charles responded, "I was going to sue her for defamation of character, but then I realized that I have no character."
Milwaukee Brewers announcer BobUecker has a habit of mocking himself and his career as a baseball player. One of the funniest cases of this self-deprication happened when Bob was inducted into the Baseball Hall of Fame in Cooperstown, New York.
French comic book creator and cartoonist Boulet (real name: Gilles Roussel) has a pen-name which means either The Load or The Millstone in French (or "cannonball").
Self-deprecation backfired spectacularly for businessman Gerald Ratner, CEO of Ratner's, which was until then a hugely successful jeweller. He told a business conference that people expressed amazement that he could sell cut-glass products so cheaply: "I say it's because it's total crap". He also compared his company's earrings unfavourably to a prawn sandwich. All this achieved was to wipe £500 million off the company's share price. Branches closed, Ratner resigned and the company only survived by changing its name to Signet.