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It's high season for X-of-the-year lists, especially words of the year. I'll leave it to my fellow language observers to decide whether volatility, occupy, squeezed middle, tergiversate, or some other word best sums up the year's prevailing mood. For my part, I'm focusing on a different corner of the linguaverse: brand names of the year.
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In this year's World Series, one name in particular will likely catch the eye of even casual baseball fans. In the late innings of the first two games, a relief pitcher for the St. Louis Cardinals came in to face the Texas Rangers: Marc Rzepczynski. The announcers were clearly ready for Rzepczynski's appearance and pronounced his name smoothly (as "zep-CHIN-ski"), helpfully explaining that his nickname is "Scrabble." So how does Rzepczynski stack up against other hard-to-spell baseball names?
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What's for dinner tonight? How about Cheez-It crackers topped with Cheez Whiz, followed by a salad of Imitation Krab and Vegetable Skallops sprinkled with Bac'n Bites? For your main course, we have a tempting selection of Chik'n Cutlets, Chick'n Scallopini, Turk'y, Stakelets, and Wyngz. And be sure to leave room for dessert: we're serving Kandy Kakes and Froots smoothies!
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Earlier this week, we featured an excerpt from Microstyle: The Art of Writing Little by Christopher Johnson, a branding expert who runs the website The Name Inspector. Here we continue Johnson's discussion of how "the crowded space of names might create a need for more complex ways to create names."
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What's not to like about a big, roomy vehicle that can carry the kids, the dog, the groceries, and a team's worth of soccer equipment? Plenty not to like, as it turns out — if you call that vehicle a minivan, a word that's become burdened by associations with boring family life in the suburbs.
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