DABlog

I don’t think you have to be a language snob to wince (and laugh) at the way advertisers misuse English. They’re protected, of course, by the myths that surround their profession. If they get their grammar wrong, or misuse an idiom, they must have some ingenious marketing reason for doing so—or so people are willing to asusme. In fact, I think what’s happening is that the lousiness of the American educational system is trickling up into the ranks of copy writers and copy editors and basically everyone in the chain of custody of commercials.

The one that got me writing this post is a Verizon radio ad, specifically an ad for Verizon’s phone/cable/Internet triple package. It features the usual fake testimonial sound-bites from actors pretending to be customers. That’s par for the course, until one of them says (and the stuff in square brackets is a paraphrase; the rest is verbatim):

“[Verizon gives you a great deal,] providing all three services and not pulling any punches.“

I love the image of a Verizon repair person coming to my door and slugging me in the jaw, as hard as he or she can. (I’d rather it not happen, but I love the image.) It is, of course, completely clear that the person who wrote that line has no idea what the expression “pulling a punch” actually means, and neither do the executives who paid to have the ad written. I surmise that they think it means “pulling a stunt”, so that not pulling any punches means you’re entirely honest. Or something. Who knows?

I suppose that if Coors can actually bring to market a product called “Artic [sic] Ice”, then Verizon can sleepwalk through the process of producing radio commercials. In fact, it doesn’t surprise me any more. I no longer expect the ostensible gatekeepers to know what they’re doing. They probably never did, but I do think it’s gotten worse. And funnier.