I'm sure this issue has come up before and will continue to arise so long as hacks continue to write and ill-advised, uninformed brand managers remained absolutely terrified of taking the slightest risk (not that everyone is a hack or a wuss...but the do exist, or at least that's what the experts tell me). But for fuck's sake: If I hear "Introducing the..." "...new and improved..." "...fully-equppied..." "...newly redesigned..." or any other vacant, over-used, seemingly useless advertising jargon again, I'm going to smash something and I'm going to smash it good. These words have lost all meaning to me, and I'm worried it's going to start spilling over into my every day life. There are other words in the English language that aren't "introducing" and "new & improved" that will make just as much sense. Hell, at this point I'll take words and phrases that don't even make any sense; at least in that case it will be more interesting than the redundant garbage I hear now. It makes me want to stick a power drill in my ears and pull the trigger so I never have to go through the agony of another meaningless, over-used phrase. Or perhaps I could just change the channel next time, or press the mute button.
I realize I have little, if an standing in the ad world, but my advice to any up-and-coming ad creatives that may be bored enough to happen upon my blog & read it: Don't use those fucking phrases. They suck.
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