Once upon a time I was a copy editor for a company that published a bunch of telecommunications-related newsletters. Most of my job involved taking corporate press releases and rewriting them so they would sound like, well, newsletter articles instead of press releases. “XYZ Corporation, the world’s most innovative developer of foobar frobnicators” became “XYZ Corporation, a leading foobar frobnicator company”.
Perhaps as a result of this experience, every time I encounter marketing hyperbole, I am so good at rewriting it in my head—“the Web will fundamentally change the way we do business forever” becomes “the Web will lead to some interesting tweaks to the way we do business”—that when someone else reads the same sentence and says “WTF?! This is such overblown bullshit!”, I do a double-take and say “what’s the problem?”
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regna
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Date: 2010-09-07 05:37 pm (UTC)Perhaps as a result of this experience, every time I encounter marketing hyperbole, I am so good at rewriting it in my head—“the Web will fundamentally change the way we do business forever” becomes “the Web will lead to some interesting tweaks to the way we do business”—that when someone else reads the same sentence and says “WTF?! This is such overblown bullshit!”, I do a double-take and say “what’s the problem?”