I was at a conference for part of this week. It was not about
advertising, computers or anything connected, but I did get involved in
a discussion concerning the words we use in communicating concepts.
I'm giving a few examples that are relevant and suggesting that we
explore more along these lines. I've given each a + or a -.
Change = - Alternatives: Transition, Upgrade. (note that when you
change from Windows XP to Windows 7 it is an 'upgrade'. The fact that
some of your peripherals will no longer work, and that there are huge
differences is not 'Change').
Simple +
Freedom +
Computer -
PC +
It might be good to list these and a whole lot more on a doodlepad, but
when we are writing scripts or flyers etc. it would be good to
discipline ourselves to weigh and score each verb and noun.