Language of success

I don't know when it began, but advertising in this country has been engaged in a grammatical "race to the bottom" for some time. I remember the controversy in the 1950's (I believe) over the “Winston tastes good like a cigarette should” campaign and, more recently, the Apple “Think different” slogan. But these are minor offenses compared to what passes for English in many commercials.

I was asked to write a piece of copy a few years ago featuring gentleman walking into his home with a section of frozen garden hose. I opened the commercial with a character actor entering from outside dressed for winter, holding the hose and saying , “Honey, my hose is frozen.”

The production company liked the idea, but wanted the character to say, “...my hose is froze.” I would not allow it to be changed and argued for days until I, ultimately, prevailed.

I believe we have an obligation to model proper grammar in all contexts, but particularly in any broadcast messages to be viewed by the general public...and definitely when the message may be viewed by children.

There are so few models of good grammar in the media in which we choose to immerse ourselves. Television and movies glorify substandard grammar and slang and have vaccinated much of the population to the pain of such utterances.

From what has been dubbed “Black English” (ask Bill Cosby about that issue) to just plain poor word choice and lazy pronunciation, the examples manifest themselves thousands of times a day. What chance do our children have of learning the importance of grammar, word choice and pronunciation?

The use of substandard English limits one's horizons socially and professionally, and we are cheating our children by allowing them to misuse our language.

As one paid to speak (voice-overs, on-camera, public speaking), I am a strong advocate for mandatory speech education in our public schools. And I will never accept substandard English, written or spoken, with the oft heard, “It's the expression of the ideas that is important, not the form.” Unacceptable!

I host a regional academic challenge television program featuring the very brightest of the young people in North Central Ohio. I am truly humbled by the intellect of these young scholars and the facts at their command. Yet I cringe when I overhear their off camera conversations.

I blame it all on advertising! We have chosen to “race to the bottom” without regard to the effect upon our audience. We have ignored our responsibility to model the language of commerce and industry...the language of success.
Bill