Daily Archives: June 3, 2013

Bad language

“Inspired by the soul of motion”. These words feature in a current television ad for the Mazda CX-5. Yes, these actual words. These overblown, pretentious words. I can tolerate pretension but “inspired by the soul of motion” is twaddle. Can an abstract idea such as motion have a soul? Even if it could, how could we possibly know that soul and be inspired by it?  And even if the Mazda CX-5 was inspired by the soul of motion, why would we care? Aren’t all cars ‘inspired by motion’? They have to be really, otherwise we’d have millions of large, metal sculptures cluttering up the place. “Inspired by the soul of motion” is pointless drivel but what it made me realise is that it’s not just brilliant writing that I love. I’ve come to delight in crappy copy as well. Read more on Bad language…

Congratulations. Your strategy’s showing.

What’s the worst thing you can say to a planner?

OK, not that one, the other one.

Alright, not that one either.  Read more on Congratulations. Your strategy’s showing….

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