Category Archives: Marketing/Advertising/PR

Marketing, advertising and public relations

Equal time for the man

Who knew, as we fêted Barbie on her 52nd birthday, that Ken’s 50th was the same day? Poor guy, always in the shadow of the diva.

In 1961, when Mattel decided that Barbie should not be alone and needed a companion, it created Ken.

Ken, you've come a long way, Baby.

I learned that Ken turned 50 when I opened Sunday’s Parade magazine, which arrives at my house on Saturday. So watch for it tomorrow and open it to Page 5, where you’ll see half a dozen Ken hair styles from the early sixties, when his hair was painted on, to the modern metrosexual do of 2010. For a sneak preview, visit Parade for a click down Memory Lane.

It should come as no surprise that, just as Barbie has eluded the texture of middle age, so has her younger man. While his coif and togs have changed with the times, he’s still as smooth as ever. Would that we all be composed of soft vinyl rather than mottled human flesh. In 50 years, Ken sprouted nary a hair from the neck down and remains as hairless as ever, even on his back and the insides of his ears and nose.

The end of the brief article asks, “Who knows what the next 50 years will bring?”

Anyone?

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Name that car

People have no doubt written about this before, but it has only recently gotten my attention enough to give it more thought.

Lately, I’ve spent a lot of time on highways, where there tend to be a lot of cars, and have realized something.

It used to be that cars had words for names. Many were named for real or mythical creatures. Falcon. Jaguar. Cougar. Beetle. Viper. Thunderbird. Firebird. My first car was a Mustang.

For a while, car names symbolized strong human types: Cavalier. Maverick. Ranger.

Cars were also named for exciting places, like Daytona and Malibu.

Then came a time when inserting a French article made a car seem more exotic: LeSabre. Le Car. LeBaron.

Dodge has been keen on naming cars for objects that represent speed (Dart), fearlessness (Intrepid) and forcefulness (Ram Charger).

I love my car, but wish it had a real name. I drive an Altima. Before that I drove a Sentra. Nissan also makes the Maxima. I’d prefer these be real words: Ultimate, Sentry and Maximum. I don’t know if the Japanese are the ones who first came up with made-up names; they were the ones who also invented Camry, Prius, Yaris and Integra, and introduced the alternatively spelled Infiniti. Honda has done quite well with the Civic and Accord, both nice names and real words with positive associations. Hyundai has the Tucson and Santa Fe, both nice places. Still, made-up names seem to be on the rise. Increasingly, humans are giving their offspring made-up names.

Maybe carmakers have something there. Surely there were countless focus groups that confirmed the appeal of certain made-up words, and it appears from my observations on the road, that these are the cars people are buying. Most luxury car models are beyond words, simply using combinations of letters and digits.

Not one for made-up names for cars or humans, I had to get past buying a car with a nonsense name. I passed up the Accord for the Altima, which I liked far better in the test drive. If I had test driven names alone, I’d have bought the Accord.

How about you? Did your first car have a real word for a name? To what extent did the name factor into the selection of your current car model?

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Lookin’ good, sister

On March 9, 1959, the first Barbie doll was introduced, which makes the ol’ gal 52. I too was launched in 1959, later in the year, which makes us the same age.

Over the decades, Barbie’s clothing, hairstyles, accessories and cars have been updated with the times. The only thing about Barbie that hasn’t been updated is, well, Barbie. Granted, Barbie’s waist has been widened in more recent versions of the doll, but that’s about her only visible sign of middle age.

Barbie Turns 52

But for a modest abdominal spread, she’s still the same taut little thing she was 52 years ago. One might say she’s Mattel’s very own Dorian Gray.

If we’re the same age, where are her spider veins, bunions and silver roots? She’s obviously taken good care of herself, but she’s only human. Hasn’t she had kids? She might do more Jazzercise than the average doll, but still, where are the ripples around her c-section scar, or are they hidden under her little Barbie Spanx?

Isn’t it about time Mattel introduced Quinquagenarian Barbie, wearing tiny progressive lenses,  just to give today’s little girls a realistic image of life as it happens? With modern technology, I bet they could tint her face with a bright red glow that flashes on and off throughout the day. Battery-operated fan not included.

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The award goes to…

Last night’s Academy Awards  can be summed up in one word: “amazing.”

I’m not talking about the production or the fashions or the performances. I’m talking about the word I’m voting most overused.

Heard on the red carpet:

“This is an amazing night.”
“You have an amazing figure.”
“We’re going to have an amazing time.”
“It’s great to be in the company of these amazing actors.”
“Just look at all these amazing people.”
“You look amazing.”
“Your earrings are amazing.”

I’ve noticed this adjective with an appropriately limited definition has gone epidemic (so has “viral;” that’s why I say “epidemic.”). But if there were any doubt, all anyone would have to do to confirm the diagnosis is watch the Oscars.

The awards program itself was sprinkled with “amazing.” Admittedly, I’d find just being in the Kodak Theatre on such an occasion amazing. So I’ll cut some slack to those who say it feels amazing to be up on that stage to receive a statue.

My point is, let’s save “amazing” for the truly amazing, as we’ve talked about doing with other overused adjectives. Not for earrings.

This morning’s online headlines illustrate this point.

“Jennifer Hudson is amazing in orange at the Oscars”
Oscars: Amazing gowns offer red-carpet options”
Oscars Best Dressed! Check out the Amazing Academy Awards (this one also notes how amazing Celine Dion looks post-twins.)

I even found a recipe for “Amazing Academy Award-winning Appetizers.” How amazing can a pig in a blanket be, unless perhaps it involves a live pig?

Even the JCPenney commercials played along last night: “We make it affordable; you make it amazing.”

Amazing.

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Tattered and torn

It’s 2011 and it seems a lot of hackneyed business jargon from the 1990s is still hanging around needlessly. I’m not clever enough to coin any replacements at the moment, but maybe if we clean out the closet we’ll have room for something new.

Like those short overalls from 1999 that were in for a summer and then vanished rapidly for their hideousness, or those jeans that still feel comfortable but are frayed along the bottom, so it goes with jargon.

A recent visit to a marketing firm’s blog got me thinking about this, though the topic has been on my mind for some time. The blogger laid out several business buzz words—some still fairly new—and invited suggested additions. I posted a comment:  “‘paradigm,’ ‘radar screen’ and ‘taking anything to the next level.’”

In the meantime, further exploration of a number of individual and company websites surfaced business lingo that, like those overalls, was cute for a while but is long out of style–and just won’t seem to die.

In previous blog conversations we’ve talked about empty phrases (“I’m just saying” and “it is what it is,” though let’s not re-ignite debate on the latter) and phrases that serve no purpose (“you know what?” and “at the end of the day”).

There are countless more plaguing business language. Surely I am not the only one who cringes to hear intelligent executives still throwing out tired phrases in hopes of sounding professionally hip.

In addition to paradigm, radar screen and taking it to the next level, here are my top nominations for 20th Century words that need to be pulled off the hanger and retired from circulation:

“Space,” when used to describe a market segment, industry sector or area of expertise

“Leverage,” when used as a verb

“Synergy” and any form thereof, such as synergistic

For businesses aiming to stand out as fresh thinkers, I’d further vote for phasing out any business metaphors that ran their course in the last millennium, including “picking low-hanging fruit” and “moving the needle.”

Oh, and “sweet spot.” Any others?

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Forefather festivities

Today Americans are observing Presidents’ Day. How will you celebrate?

I cannot tell a lie. I baked a cherry pie last night. Whether or not the father of our country ever cut down a cherry tree and owned up to it isn’t really known, but it served as a good lesson for school children about the importance of telling the truth. And a darn good excuse to make cherry pie.

I imagine tours of the nation’s Presidential libraries are full today, and there are events going on here in the nation’s capital to mark the holiday.

A Facebook friend put out an invitation for favorite presidential quotes.

The Huffington Post posted 22 Ridiculous things You Didn’t Know About U.S. Presidents and The 10 Funniest Presidential Impressions.

Morning news programs ran interesting pieces about presidents, including one on the discovery of a collection of books belonging to Thomas Jefferson.

One might say that presidents, dead and alive, are doing their part to stimulate the U.S. economy. Clearance sales of everything from mattress sets to Jeep Grand Cherokees are happening all across our proud land.

Suddenly I have an urge make a rudimentary cherry tree out of red, green and brown construction paper and have cherry pie for breakfast.

Happy Presidents’ Day. Now express your patriotism and go buy a mattress.

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Storyboard land

All right, I admit it, I am doing this Valentine’s Day thing to death. Just one more, I promise.

Trend Hunter, which had all those zany gift ideas I told you about on Saturday, is offering a dozen or so ideas—storyboards, actually—for proposing marriage to your sweetheart today.

I trust that, if you were going to pop the question on Valentine’s Day, you would have planned it by now. But perhaps you’re impulsive and need the right creative inspiration for how to do it. If that’s the case, you’ll find everything from a talking engagement ring to saying it with sneakers to creative deployment of social media.

One thing these ideas have in common is that it’s all about the storyboard, even if it’s illustrated in one’s mind rather than physically laid out on cardboard or in a graphic design program. How will you stage the ultimate ask (don’t you hate “ask” as a noun?), what effects will help you build up to the big moment and, most important, what steps will you take to ensure the desired response?

I was proposed to on Valentine’s Day. Allow me to share the storyboard.

First, you must know a couple of things about us. One, he was, is and always will be a big fan of the N.C. State Wolfpack (remember, it’s college basketball season). Two, he and I were big fans of the then-popular sitcom, Newhart, in which that week’s episode featured the exchange of Valentine’s gifts.

If I recall correctly (it’s been 26 years), loveable but slightly dimwitted handyman George Utley, played by the avuncular Tom Poston, was advising one of the characters on how to make sure his sweetheart liked her Valentine’s gift.

George suggested, “First give her a box of coconut candy,” to which the man responded, “But she hates coconut candy.” George said, “I know, but then, when you give her the real gift, she’ll be happy,” or something to that effect.

That’s how it played out. Guy gives gal coconut candy. Gal says, “Thanks, but I hate coconut candy.” Guy says, “I know, that’s why I got you this,” gives her the second gift and she loves it.

Back to the storyboard. On February 14, 1985, he invited me over for a Valentine dinner. Even though the Wolfpack was playing, when I got to his apartment, the television wasn’t even on. Instead a Linda Ronstadt album of love songs—might have been Lush Life—was spinning on the turntable.

We ate spiced shrimp and drank champagne. After dinner, we exchanged gifts. I gave him a coffee mug. He gave me a bag of Mounds bars.

I said, “Thanks, but you keep it. I don’t like coconut candy.”

He said, “I know, and that’s why I got you this.”

I unwrapped the box and found inside a diamond engagement ring.

Great storyboard, superb execution, happy ending. 

I wonder if the ’pack is playing tonight.

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Off and on

Over the weekend, while watching television news, I heard two different people, in unrelated stories, describing realization processes. One said, “Suddenly a light bulb went off in my head.” (At least he didn’t say the light bulb literally went off in his head.) The other said, “All of a sudden, it was like a light bulb went off.”

Am I wrong or, when one has idea—or when something comes to light—the light bulb goes on?

This morning, I set out to research this. What I found upon searching “light bulb went off” were one or two blogs addressing this very subject, and a long list of entries comprising serious text in which the expression is used incorrectly.

There’s no mistaking the imagery. A light goes on, things become clear. One has an idea or, appropriate for the season, epiphany. This makes perfect sense, so why are light bulbs going off in so many heads?

Maybe we can remember it this way: Lights go on and sounds go off.

Sirens go off, alarms go off, firecrackers and explosives go off.

Or maybe it’s not so simple. When my alarm goes off in the morning, doesn’t it really go on?

Either way, if any of us is ever interviewed about a brilliant idea—and if we choose to use the light bulb image—let’s  remember how to use it in such a way that our audience still thinks we’re brilliant. And let’s remember that also means not saying “literally.”

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Slippery salmonella

The Center for Science in the Public Interest, sometimes referred to as the “food police,” is the advocacy group we love to hate. In reality, they do mountains of good in heightening public awareness about healthy eating—by telling us the ugly truth about our favorite indulgences, from buttered popcorn to Mexican food.

Yesterday, the group released a study on food safety, showing how well each of our 50 states detects, investigates and combats food-borne illness. I am proud to say that my state was one of only seven to receive an “A.”

That’s neither here nor there.

Call it the curse of the word nymph, but what made me take notice was not the data but the delivery. A word nymph can detect a mixed metaphor faster than a wood nymph can spot a bull thistle.

In announcing the study, CSPI safety director Caroline Smith DeWaal said, “If a consumer calls and says they have a food-borne illness but there’s no one there to investigate the cause, then outbreaks are just slipping under the radar screen.”

Did she mean “slipping under the radar?” Or did she mean “slipping off the radar screen?”

I’d say, technically, the answer could be both, but not in the same sentence.

What’s the difference? The first originates from “flying below the radar,” which is to go undetected or unnoticed. To be on someone’s radar screen is to receive his or her attention. To be off a person’s radar screen means the person is unaware.

The difference in meaning is extremely subtle, so perhaps I niggle. And yet, hearing the mixed metaphor on the news last night left me with a messy mental image. When Ms. Smith DeWaal said that outbreaks are “slipping under the radar screen,” I immediately wanted to swab the radar screen, and the control panel below it, with an antibacterial wipe.

Did anyone else have the same gut reaction?

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Winning words

Somehow I missed the news splash—perhaps you did too—but last Friday, the American Dialect Society announced its 2010 Word of the Year: “app.”

Apparently, the Word of the Year doesn’t have to be a new word, nor does it have to be a single word; it can be a phrase. It does have to be newly prominent or notable in the past year, much like Time magazine’s Person of the Year.

The Society wants to assure us that, in voting in these words or phrases, its linguists, lexicographers, etymologists, grammarians, historians, researchers, writers, authors, editors, professors, university students and independent scholars are not inducting new words into the English language. Its announcement states that they are simply highlighting the fact that changes in language are normal, ongoing and entertaining.

“App” beat out runners up “trend” as a verb, “junk,” “Wikileaks” as a proper noun and one I hadn’t heard: “nom,” an onomatopoetic word connoting eating, especially pleasurably.

There was a category for most useful words, my favorite of which was “fatfinger,” a verb meaning to make typos by hitting two keys with one finger on a keypad.

There was a list of words that dominated events, such as “vuvuzela,” as well as portmanteaus that emerged from cultural phenomena–including “Gleek,” “Twihard” and “Belieber.” “Enhanced pat-down” ranked in the top four in the Most Euphemistic category.

The Society also voted on the 2010 Name of the Year: Who could forget “Eyafjalljökul?”

Read more about it and, if there are words you believe the Dialect Society overlooked, feel free to send them as comments to Word Nymph and we’ll confer our own award.

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