Monday, May 14, 2018

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Baffling slogans have become the new norm in advertising, with such grammar-mangling examples as ‘Live your unexpected’, ‘Find your happy’ and ‘Eat more amazing’

It’s taken a millennium and a half for English to develop into a language as rich and complex as a character from your favourite multi-part Netflix drama series – and just a few years for the advertising industry to batter it into submission like a stained piñata at a child’s party.

Baffling slogans have become the new norm in adland. Perhaps Apple laid the foundations in 1997 with its famous Think Different campaign, but things have since gone up a notch: in 2010, Diesel blurted out perplexing offerings such as “Smart had one good idea and that idea was stupid”. Then came Zoopla with its “Smart knows” campaign. Now we’re informed by Ireland’s flag carrier that “Smart flies Aer Lingus”. Who are these people called Smart and how can we avoid sitting next to them on our next flight?

Related: Grammar gripes: why do we love to complain about language?

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from Advertising | The Guardian