Days of our Lives!

February 19, 2006

Can it get BIGGER than this!

Filed under: My Cup of Socie-Tea,Top Draws — Santhosh @ 10:00 PM
Do you call something ‘big’ anymore? No! These days it’s words like ‘mega’, ‘uber’, ‘supersized’ that are the ones to go by.

Talking up and uptitling seem to be the buzzwords of the day. Right from upping job titles to make them sound grander, to linguistic hyping up of simple things to make them sound more lofty – business acumen seems to lie in using flamboyant words to make everything sound better than it actually is, or for that matter, can ever be.

An ‘optical illuminator enhancer’ and a ‘head of verbal telecommunication’ are just two of the job titles that you can find in every other MNC. FYI, the former is a window cleaner and the latter is a telephone attendant.

With common management terms entering our lexicons (a grander synonym for the dull dictionary :-)), everything’s changed. In a short video that was released when SBC took over AT&T, i noticed one of the management guys telling something like
‘paradigms have changed’ in place of the expected ‘ideas have changed’.

It is ok for the tailor’s to rename his place as a designer’s, but last weekend I saw a tailor’s on CMH road that advertised that they did ‘flats’, ‘flat fronts’, ‘pleated silhouettes’, ‘flannel trousers’ and a couple of others that i cant recall. What the Hell. It would be easier on the eye to just advertise that they tailored trousers/pants.

Any restaurant on M.G.Road will have menus that almost cry out for a course in catering technology (waitin for anna univ to add this up to the list of engg courses). Any ad will claim the ‘finest cotton from switzerland’ or ‘purest coffee beans from mexico’. It’s all in superlatives these days.

It’s not only in advertising or the corporates. The press is in a little league of it’s own. A single performance takes a sportsperson or an artiste to the pinnacle of greatness. We have had a look at some 20 Kapil Dev’s and Amitabh’s in the last 5 years. A Sidhu or a Srikkanth or for that matter, a Sadagopan Ramesh, is now an authority.

Our own tamil industry is no better. We now have the Superstar, the Ultimate Star, the Top Star, the Supreme Star and of course our very own Little Super Star. Every debutante now has a title to go before his name in the film credits.

At the end of all this we get a page at the end of a restaurant menu telling us what the terms mean, job titles running into 3 or 4 lines so that we have to use abbreviations for the job designations (half the anecdotes in ‘In a Day’s Work’ in any issue of Reader’s Digest are about these).

The marketing people sure dont seem to be forgetting all those wordlists that they shud have crammed in.

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10 Comments »

  1. enna da solla vara..

    Comment by Karthik ,K.N — February 20, 2006 @ 9:09 PM | Reply

  2. ya True da..the hype on given to simple simple things by using grandiose and showy words are a bit too much these days.. they are seeking this as a new Management tactic…

    Comment by Sathappan Sathappan — February 21, 2006 @ 9:23 AM | Reply

  3. @knkblog adika aarambichitomna, adhulla ena partha adikanum, sidela vituko ;-)just wanted to comment on the way things are getting hyped up in the bigger cities esp for the bigger products

    Comment by santhosh — February 21, 2006 @ 5:39 PM | Reply

  4. @sathyep man, u said itbut it does leave us cross eyedwhatever has happened to the good old way of adv…

    Comment by santhosh — February 21, 2006 @ 5:41 PM | Reply

  5. ok man..u tryin 2 be an analyser of things eh…marketin style…continue…

    Comment by Karthik ,K.N — February 21, 2006 @ 10:37 PM | Reply

  6. Its all about creating the WAH ! feeling..9 times out of 10 it will be a let down or just a fad.. Still most advt folks seem to be happy creating that one awesome effort for every 9 sad ones !

    Comment by V.E.N.K.S — February 22, 2006 @ 12:27 AM | Reply

  7. dai..i ve added some links of coorg fotos check em out

    Comment by Karthik ,K.N — February 22, 2006 @ 6:27 PM | Reply

  8. @knkhave taken a look at them da

    Comment by santhosh — February 22, 2006 @ 7:52 PM | Reply

  9. Too much hype has been one of the reasons why many products/services have failed in the market place…but it will take eons for people to realize that,if its ever realized.

    Comment by ram — February 26, 2006 @ 12:03 AM | Reply

  10. these grand words are used mainly to satiate the ego of the client..Why should a tailor pay a copywriter to place a board that reads ” makers of fine trousers”.This brings us back to the question ,do we need so many advt folks ???

    Comment by ram — February 26, 2006 @ 12:09 AM | Reply


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