Spiked: Spring cleaning in the letter warehouse
Werbewoche editor Anne-Friederike Wilhelm on grooming white mold.
Spring, time to clear the air. Your language also needs a good airing out or a 60-degree wash. Above all, throw out the words into which everything that is even remotely relevant has been crammed like an old wardrobe. Although they are often particularly correct, they are not conducive to comprehension. Nor do they make reading fun. Why is it called "teacher training" instead of "teacher education"? A few years ago, a few emancipists raged and nobody dared to revive the unbent term after the storm. In order to satisfy female and male students, students were transformed into male students. The frontal emancipation is now over. So can we talk to each other sensibly again?
The "Klappe" has also been hit: it is no longer a film competition, but a moving image competition. Of course that's more correct with all the formats that technical progress has brought us. But it still sounds stupid. On the other hand, how nice is exaggeration. "Zoo animals" become "monkey, tiger and giraffe" - because it sounds better and evokes images in the reader. Nobody is gripped by a text that meticulously lists all the zoo animals: "Customers, cooperation partners, clients, franchisees, shareholders, residents and employees are delighted." The reader less so.
A brisk ride on a white horse
What is a result situation? The result is the situation you find yourself in. Or a market environment. The market is the environment. Good heavens! Or the word combat action: Logically, a combat is an action. What else is it? And a bit of a quibble, but still true: brand essence. What is the core of a
Brand? A brand is a brand is a brand. If it is good. And then it is also its own core.
Impairment of speech
I'm all for treating marginalized groups with care - I'm a member of a few myself (woman, reverse parking pro, iPhone denier ...). But what is the point of the misleading obfuscation "visually challenged" if "blind" is meant? You can no longer visually challenge a blind person. Or "differently abled" for "mentally handicapped"? Anyone who turns "disabled" into "people with disabilities" is not only crippling the language, but apparently also considers it possible that disabled people could be something other than human. Unspeakable.
So, get out the rags and do some spring cleaning in your letter storage: dust off, purge, de-soak.
The "Klappe" has also been hit: it is no longer a film competition, but a moving image competition. Of course that's more correct with all the formats that technical progress has brought us. But it still sounds stupid. On the other hand, how nice is exaggeration. "Zoo animals" become "monkey, tiger and giraffe" - because it sounds better and evokes images in the reader. Nobody is gripped by a text that meticulously lists all the zoo animals: "Customers, cooperation partners, clients, franchisees, shareholders, residents and employees are delighted." The reader less so.
A brisk ride on a white horse
What is a result situation? The result is the situation you find yourself in. Or a market environment. The market is the environment. Good heavens! Or the word combat action: Logically, a combat is an action. What else is it? And a bit of a quibble, but still true: brand essence. What is the core of a
Brand? A brand is a brand is a brand. If it is good. And then it is also its own core.
Impairment of speech
I'm all for treating marginalized groups with care - I'm a member of a few myself (woman, reverse parking pro, iPhone denier ...). But what is the point of the misleading obfuscation "visually challenged" if "blind" is meant? You can no longer visually challenge a blind person. Or "differently abled" for "mentally handicapped"? Anyone who turns "disabled" into "people with disabilities" is not only crippling the language, but apparently also considers it possible that disabled people could be something other than human. Unspeakable.
So, get out the rags and do some spring cleaning in your letter storage: dust off, purge, de-soak.
