WRANGLING OVER MANGLING
Whadda ya want, good grammar or good sales? You can't always have
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.