March 1998



Whadda ya want, good grammar or good sales? You can't always have both

An article in the Wall Street Journal describes how several major advertising campaigns mangle English on purpose to punch up their messages. Apple Computer does it when it exhorts readers to "Think different" - not "differently," the grammatically correct way to think.

Seagrams does it when it tells prospective purchasers of its Captain Morgan Spiced Rum to "Get Spicey" - not "Spicy," as Webster's would have it. Focus groups told Seagrams the word "spicy," when spelled correctly, made them think of something fiery, like jalapeño peppers - too hot to be associated with Seagrams vanilla-laced concoction.

So if you're thinking about bending the rules a little, go ahead. After all, it hasn't hurt the folks who proclaim "A diamond is forever."

Copyright © 1998 by Bond Communications.


HomeAsk the ExpertBrainstormStatsSite of the WeekConsumer Press Scan
Your Business On-LineCalendarMagazine & Site ArchivesStaffSite Map
Professional Jeweler EventsGuide to Electronic Services
Classified On-LineJA Certification Study Session

Home Ask the Expert Brainstorm Stats Site of the Week Consumer Press Scan Your Business On-Line Calendar Staff Site Map