The Musings Of An Opinionated Sod [Help Me Grow!]


When Is A Word Not A Word?
July 28, 2006, 6:44 pm
Filed under: Comment

Words that should be banned from all advertising creative briefs and ‘marketing department’ documents.

COOL

ASPIRATIONAL

FUN

PREMIUM

CARING

EXCITING

I remember a brief from a toilet roll company saying they wanted to be premium and aspirational whilst also being caring!  

We ‘reminded’ them their product was used for wiping hairy arses so maybe they are setting their sights abit high!

To be fair, they came to their senses in the end … which is more than can be said for the insect repellent who wanted to be fun and exciting to use!!!  

What World do these people live in … because it sure as hell ain’t mine!


5 Comments

And what about:

– should speak like a LEADER (You mean should be rethorical and verbose?)

– Must be INTERESTING (really? My goal is producing a dull and flat work, usually)

Comment by Luca Vergano

Oh … and there’s that whole INDULGENCE bollocks too!

Comment by Rob

What these words say to me is that the person who wrote them either hasn’t thought about it much, or has a really poor thesauraus.

Comment by Rob Mortimer

I saw your photo on Russell’s site. I feel like I’ve unmasked Zorro or Spiderman!!!

Comment by Rob

Yes, because they are often seen at coffee afternoons drinking hot chocolate… 😉

Comment by Rob Mortimer




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