One of the few Ad Newsletters worth reading is BrandWeek's Daily Insider, put out by AdWeek (everything else AdWeek puts out is crap.) It’s very well written by someone called R. Thompson who I’m going to call Roger, ‘cos the humor is so good, it has to be a guy - Standing by for the hate mail from the “Kill Neil French Society!” – He just pointed out one of the things I’ve always said about the inanity of “Corporate Speak” in a press release from Pepsi about it’s new “Jazz” zero-calorie diet colas. Explaining why they believe its product will be well received, they say: “Consumer research leading up to the product's launch revealed that the smooth nature of the cola coupled with [its] aromatic flavors added up to a more indulgent experience than typical zero-calorie sodas.” As Roger so succinctly puts it… Translation: People will like soda that tastes good more than soda that doesn’t. Noted. Nice one Roger!
Obfuscating the obvious takes many years of painful practice, obviously!
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