Monday, April 16, 2012

2012’s Trendiest Word (so far)

Ken O’Brien

Jaguar Artisan
UPDATE: Catch The Daily Show from May 1 starting at the 9 minute mark.

As long as I can remember I’ve been fascinated by words. The right choice of phrase can captivate and inspire or, alternatively, engender fear and revulsion.

Any fan of the AMC series Mad Men can witness the role of phraseology in cultivating the impulse to purchase in a consumer society. 

The phenomenon is especially pronounced these days in the political realm. Liberals are now Progressives. Robber barons are now job-creators. Soccer moms can also be mama grizzlies. Etc., etc., etc. Frank Luntz is perhaps the most well-known of the political words-shape-opinions gurus.

This ongoing pattern has generated its own meme, re-branding.

The latest word to gain this trendy status is artisan. It began to emerge in the latter third of 2011 – artisan pizza, artisan bread, artisan furniture .It has now reached full flower with Jaguar’s announcement of its newest model The Artisan.

The following report that appeared on CBS on November 2, 2011 provides an interesting insight into this phenomenon in the world of commerce. After watching it I’d love to know your nominees for the trendiest words around today.

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