shereads
Sloganless
- Joined
- Jun 6, 2003
- Posts
- 19,242
Or is it just the latest superlative to be rendered meaningless?
Recent examples:
Me: "I'm running late. Can I still see the dentist if I get there by three o'clock?"
Woman on phone: "That sounds perfect."
Bag-boy at supermarket: "Paper or plastic?"
Me: "Paper, please."
Bag-boy: "Perfect."
Clerk at Barnes & Noble: "Will this be all for you?"
Me: "Yes."
Clerk: "Perfect!"
WTF? This isn't harmless verbal treacle, like having strangers advise you to have a nice day. It's linguistic evidence that there's some Cro Magnon dna in the mix, and it's starting to assert itself. Already, we copywriters are being forced to abandon the word "luxury" and seek new ways to distinguish a penthouse suite at The Ritz-Carlton from a King Non-Smoking at Motel 6.
One desperate client actually suggested that we describe his hotel's best accommodation as "stunning."
"Stunning?!"
"Sure. It's better than luxurious; it's stunning."
"As in, 'So superior, you will be struck dumb with bewilderment and perhaps need medical attention?'"
Perfect. Just perfect.
Recent examples:
Me: "I'm running late. Can I still see the dentist if I get there by three o'clock?"
Woman on phone: "That sounds perfect."
Bag-boy at supermarket: "Paper or plastic?"
Me: "Paper, please."
Bag-boy: "Perfect."
Clerk at Barnes & Noble: "Will this be all for you?"
Me: "Yes."
Clerk: "Perfect!"
WTF? This isn't harmless verbal treacle, like having strangers advise you to have a nice day. It's linguistic evidence that there's some Cro Magnon dna in the mix, and it's starting to assert itself. Already, we copywriters are being forced to abandon the word "luxury" and seek new ways to distinguish a penthouse suite at The Ritz-Carlton from a King Non-Smoking at Motel 6.
One desperate client actually suggested that we describe his hotel's best accommodation as "stunning."
"Stunning?!"
"Sure. It's better than luxurious; it's stunning."
"As in, 'So superior, you will be struck dumb with bewilderment and perhaps need medical attention?'"
Perfect. Just perfect.