We can't—and shouldn't—clamp down on all emerging buzzwords or try to
keep the English language from evolving.
Talk About Killer Creative
It's no secret that advertising
often resorts to shock tactics. But when advertising shocks, it's
usually intentional on the part of both the ad agency and the client.
This time, however, Word Watch isn't so sure.
As the Boston Sunday Globe
reports, "when IBM's consulting group shelled out for an eight-page
advertising insert in The New York Times [in November 2002], they must
have forgotten to hire an editor." This advertising insert, according
to the Globe, lauded IBM's "executional talents"—and in bold type, no
We can't—and shouldn't—clamp
down on all emerging buzzwords or try to keep the English language from
evolving. But Word Watch finds itself in agreement with the Globe:
"Unless they're offering to whack your criminal CEO, [IBM] should keep
this business buzzword locked in the back room."
Source: Jan Freeman, "The Word:
Ahead of the Pack," Boston Sunday Globe, December 1, 2002.