Over the weekend a commenter emailed us to say she is miffed about the relaxation of the English language in copy-writing, particularly as it pertains to bad language. So we’re putting it to you — where should the bar be set for the business of writing ad copy? After the jump find the commenter’s argument. She full admits that being “old” has influenced her remarks. But keep in mind: she used “FWIW” which means she’s at least in touch with the inter Webs.
As an advertising copywriter who lately has to try really hard to get freelance, I know age can work against you. Maybe because “old” people think differently than those in charge now. Never is this clearer to me than when I read what was formerly considered “bad” language now used in ads or editorial in what I can only assume is an attempt to be “edgy.”
Cases in point: last month, the Glaxo campaign for their quit-smoking drug, about how things are going to “suck.” I instantly imagined two twenty-three year olds getting a thrill out of using a word they got in trouble for in junior high. Like it’s some kind of invention. yesterday I get an email from Daily Candy talking about why “eyes are such a*holes.” I guess the idea is both are part of ones body. CLEVER!
And here you are, talking about kids turning into, once again, “a*holes,” which is of course spelled out when you click on the headline. FWIW, to me it adds nothing, in either style or content. But again, I’m old.
Is Copywriting Killing the English Language?survey
More: “Op Ed: Gareth Kay on the Great Lack of Trust (in Advertising)”