I've noticed in several ads over the past few months that everyone's new favorite word seems to be "upgrade". I have no problem with this. At least, I didn't at first. It didn't say much besides retooling "we're better, buy this", but it didn't actively annoy anyone. But now, it's been in GMC ads, Right Guard body spray ads, Tampax Pearl ads, and others on a list that seems to grow every time I turn on the television. Pretty soon, it's going to become almost as meaningless as the various cell phones carriers claims of "power", "all-over", and "dropped call rates in extremely specific geographic areas".
I should say, however, that this smells suspiciously of client-dictated word choice. Blame not the writers, we are merely pawns in this game.
2 comments:
Wow...so first Right Guard Xtreme now this? Sad stuff.
Not only GMC...Buick and Pontiac were also using "Everyone loves an upgrade", a phrase that I've been dealing with for the past three weeks..
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