Tag Archives: Baby Boomers

Ape for annuities

Let’s see. How long is the list of companies whose commercials contain grammatical errors? I can count Boniva, Honey Bunches of Oats, Miller Genuine Draft and a few more I can’t recall at the moment. Today I am adding Honda for its recent tagline: “To each their own.” Sheesh.

Another one has been bugging me, not for its grammar but for its mixed metaphor. What has me puzzled is—as is often the case—how it escaped the smart and well paid execs who craft and place television ads.

Take a look at one of Axa Equitable Life Insurance Company’s most recent spots and tell me if you notice it.

“What do I know? I’m just the 800-pound gorilla in the room.”

Pick one, guys. It’s either “the 800-pound gorilla” or “the elephant in the room.” These expressions mean two different things, the latter being more apt for Axa’s campaign. Perhaps the elephant failed the audition.

Just before Axa Equitable launched the campaign during the 2007 Super Bowl, the company said in a press release that it sought to encourage the approximately 77 million baby boomers in America to “stop ignoring the 800-pound gorilla in the  room” and buy their variable annuities.

 Four years later, the campaign continues. The commercials have won numerous industry awards and still, no one is challenging their metaphorical duplicity. Naturally, retirement planning and life insurance are important subjects that many prefer to ignore; in this vein, the commercials are hitting the intended demographic target. It’s just that Axa has picked the wrong spokesmammal.

Do we need a refresher?

“The elephant in the room” represents a sizeable subject that everyone is aware of but no one wants to talk about. It might be a looming crisis or a relative’s drinking problem. Everyone knows it’s there—it’s too big to ignore—but we pretend not to notice it. 

An “800-pound gorilla” is a bully, a goliath, a behemoth. Just think of the old riddle.

“Where does an 800-pound gorilla sleep?”
“Anywhere he wants.”

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Filed under All Things Wordish, Marketing/Advertising/PR

The Office

A project I have been working on has led to some interesting reading about demographics.

I read an article over the weekend that pointed out that, for the first time in U.S. history, four generations are working side by side in the workplace.  In “The Multigenerational Workforce: Managing and Motivating Multiple Generations in the Legal Workplace,” Sally Kane draws out the distinctions among the so-called Traditionalists, born before 1945, the Baby Boomers and Generations X and Y, in terms of how they tend to function in the workplace.

The article suggests that, largely because generations view the role of  technologies differently, the groups may also relate to their colleagues differently in meetings and in one-on-one interaction.

Obviously, Traditionalists have witnessed the most change over their career spans.  Presuming they entered the workforce in the late 1960s, they worked through cultural and technological revolutions the GenXers and Millennials may have only read about or seen on screen.  In the last 40 years, they have adapted to new workplace devices and vocabularies and, I dare say, have done so pretty well.

Technically a Baby Boomer, I began my career in 1983 at a high-tech trade association.  I was working in a leading edge industry that presumably used cutting edge technologies and forward thinking business concepts.  I worked hard to learn the lingo and became just proficient enough to stay employed in the industry for the next 20 years.

It doesn’t seem that long ago, but I realize now how many of the words we spoke and tools we used must be inconceivable to today’s young professional. Likewise, the collection of gadgets so indispensible to today’s office worker were as unforeseen to the workers of yesteryear as the practice of team-building.

If indeed such a wide gap exists, as the article suggests, in the interpersonal relations among the generations, perhaps I can be helpful in forging some understanding by explaining some commonplace terms from the early 1980s office.

Facsimile machine.  It wasn’t called a fax or used as a verb for years to come.  It was used only when time was of the essence; in my office, that was about twice a year.  We sent and received facsimiles by inserting a telephone receiver into a foam-padded cradle attached to a large roller in which we manually fed single pages.  The machine emitted a horrendous odor when receiving.

Message pad.  These were pink and were headed with the words, While You Were Out.  The answering machine came into existence a bit later.

Word processor.  As in, “please let me know when you are finished with the word processor, so I can use it next.”

Ashtray.  If you don’t know what this is, visit the Smithsonian; they probably have one on display.

Slides.  Little tiny cardboard frames encasing celluloid images shown on a carousel projector.

Transparencies.  Plastic sheets containing words written or images drawn with colored markers, shown on an overhead projector.

In Box.  It was a real box into which your mail was placed, before it was known as “snail mail.”

Out Box.  A lot could be known about you, depending on whether yours was above or below your In Box.

Christmas bonus.  Christmas was what they used to call Holiday, but bonus?  That one’s a little fuzzy.

Did I forget anything?

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Filed under All Things Wordish, Reading, Technology and Social Media