6 7 8 9 10 Displaying 50-56 of 82 Articles

The "call to action" is one of the sacrosanct elements of ads and direct mail: Lose weight! Save money! Act now! How unorthodox, then, to discover calls to inaction — invitations to simply think — in a spate of recent ad campaigns.  Continue reading...
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"In difficult times fashion is always outrageous," the Italian designer Elsa Schiaparelli famously said. But come hard times or good times, you can always count on fashion writing to be an excessive, outrageous genre unto itself. Where else but in fashion copy would destructed be an acceptable — indeed, comprehensible — adjective? Who but a fashion editor would bully her readers with imperatives such as must-have? And what on earth is one supposed to make of cryptic abbreviations like cardi, bodycon, and MOTG?  Continue reading...
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I've been seeing a lot of You lately. Not specifically you, dear reader, but You, the second-person advertorial. Yes, after years of talking about us, marketers have taken a shine to You. And they're eager to tell You just how important you are to their business.  Continue reading...
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Neal Whitman's recent column on the language of "choice" in education ("Make good choices!") got me thinking about how choice and choose are used in marketing. From the flight attendant's cheery "We know you have a choice when you fly — thanks for choosing us!" to IKEA's "Choose your own entertainment adventure," we're constantly encouraged to select from an array of options. But what does all that choice mean?  Continue reading...
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As far as I know, no university has a Department of Nomenclature. I've never heard of an internship in brand naming. So what's an aspiring name developer — or even an inquiring civilian — to do?  Continue reading...
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You can read it. You can watch it. You can talk about it online with your friends. It's a sort of picture book — or, more precisely, a moving-picture book — but its inventors call it a Vook. That's Vook as in video + book.  Continue reading...
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The passing of New York Times language columnist William Safire has been well noted here (by VT executive producer Ben Zimmer) and elsewhere. The death of Edward Gelsthorpe, who died September 12 and whose Times obituary appeared directly beneath Safire's on September 28, has been less commented on. Yet in his way Gelsthorpe had almost as powerful an influence on the world of words as did Safire.  Continue reading...
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6 7 8 9 10 Displaying 50-56 of 82 Articles