Volume 1, Number 1
You can't drive on both sides of the road...
A major new interstate highway near Philadelphia, Pennsylvania is one of the few roads in the U.S. not "blessed" with unsightly billboards. Needless to say, some folks are eager to do everything in their power to ensure that this road doesn't become another outdoor yellow pages. How do they promote their cause? Why, bumper stickers, of course... encouraging lawmakers to "keep billboards off the Blue Route."
WTMTSW... "Our visual pollution is mobile, so it's OK."
**********
Ahh, to be young and stupid again...
From the stream of consciousness department, a new 'ad' group offering their services on the Internet claims that the days of copywriters are numbered, because "on the 'net, copywriters will no longer be needed."
Guess these folks are switching to some new non-verbal stuff where clear organization and articulation of ideas will no longer be necessary.
WTMTSW..."We're not sure where everything is going either, but that won't stop us from making inane statements."
**********
Wow! Can you believe it?
Yoplait Yogurt (can we name names?), recently ran a television ad claiming that members of their Yoplait-sponsored America's Cup sailing team "eat yogurt, a lot of yogurt."
We're amazed, impressed and absolutely stunned.
WTMTSW..."This stuff is free. They'll eat anything that's free."
**********
Hey fella... watch those adjectives before you throw them around like that!
A&E, the U.S. cable network, is proudly promoting Comic Relief reruns to help continue to raise funds for an extraordinarily worthy cause. Part of the promotion is a T-shirt offer that boasts something more incredible than life itself -- "...an environmentally friendly T-shirt made from a unique blend of polyester and cotton."
WTMTSW..."We have this me-too, half-synthetic T-shirt in a world that already has too many T-shirts. But we think if we use the word 'unique,' you'll buy almost anything."
**********
Stick to numbers guys.
Those Big 6 accounting firms may be masters of the digits, but those silly little things called words just seem to be a bit outside their control. In a recent Wall Street Journal ad, this firm succinctly pointed out in the second sentence that the term "high tech" is too narrow a phrase to describe their client expertise.
Just a few short lines later, they quote a study on "high tech client satisfaction."
WTMTSW... "We hope you understand what we meant to say, because the idea just escapes clear communication. Get it?"
**********
Now it's your turn...
If you have a contribution to WTMTSW (we'll give you credit, if you wish), or have a comment, write to us at: websters@carpedrm.com.
WTMTSW... On the information highway, we can help spot and fill those communication potholes.
What They Meant To Say Was...(WTMTSW) April 1, 1995 Edition / Vol.1, No.1
Copyright © 1995 Dalton, Rich & More, Inc. All rights reserved.
