Wednesday, 1 April 2015

Weasel Words Part II

This one isn't just one word, but a phrase - as with the examples I mentioned before, you often see it in advertising: "Like no other."

The most popular example: "A (fill in the blank) experience like no other."
Once again, as before, a completely meaningless phrase. Every experience is "like no other" - you might brush your teeth every day, but you don't brush them the exact same way every time; you don't catch the bus at exactly the same time every day, or ride with the exact same people.
Every day - nay, every minute - is already "an experience like no other." Enjoy it!

The second part of this phrase is also meaningless: "no other" - no other WHAT?
"A vacation experience like no other" - no other...giraffe? desk? thunderbolt? They don't say.
Yes, yes, perhaps, "like no other vacation experience," is supposed to be understood, but it's much easier if they don't have to pin themselves down by making any actual claims. In this, the most litigious society in history, who wants to stick their neck out?

And while we're at it, there's another weasel word: "experience."
This is the go-to word for lazy advertising and marketing copywriters, because it's so universal (and, er, yes, meaningless). It can be used to describe nearly anything: "The experience of a lifetime;" "enhancing the movie-going experience;" "your customer experience."

Perhaps one day, we'll find better, more meaningful words than these to describe human activity and interaction. That would truly be "an experience like no other."

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