There is currently a lot of discussion about language cosmetics. Language is supposed to reproduce what is socially desirable. Can language be subordinated to the zeitgeist? It doesn’t get any easier for marketing and advertising.
What can happen if you want to avoid advertising errors at all costs.
© Tom Fishburne
–
Do you speak to “employees” or “employees” in your company? Do you feel threatened by “terrorists” or “terrorists”? Do you take part in fun runs as a “runner” or “runner”? Were you still a “student” or were you already a “student”? Does one or the other make you a better or worse person? Does it show your attitude towards different gender orientations (there are more than two!)?
Question after question. And there is more:
- Did you read Astrid Lindgren’s Pipi Longstocking before 2010?
- Did you buy a “Mohrenkopf bread roll” or a “foam kiss roll” at the bakery during your school days?
- Have you ever stayed at the “Mohren” hotel on Lake Constance or dined in the “Mohrenplatz” restaurant in Garmisch-Partenkirchen or in the “Zum Mohrenkopf” restaurant in Kiel?
Are you a racist if you answered “yes” to at least one question?
For explanation and reflection:
- Before 2010, Pipi’s father was the “Negro king in Taka-Tuka land”. Since 2010 he has been “King of the South Seas”.
- The restaurant “Zum Mohrenkopf” in Kiel is managed by Andrew Onuegbu from Biafra. On his website it can be read that the Mohrenkopf in the Middle Ages indicated those houses that served as a royal inn. It was also considered a special symbol for excellent cuisine and courteous hospitality.
Language can be a weapon
In order not to be misunderstood: language can and will be used as a weapon. From all sides the social and political spectrum! Whether you see this as good or bad, right or wrong, depends above all on your own point of view. Fortunately, in a democracy everything is allowed that does not violate the law.
Can language solve problems?
We live in a time in which a lot is being polished linguistically. Some believe they can solve social or political problems with it. For others this goes too far. Over a year ago, the German Language Association launched an online petition under the heading “End gender nonsense!” To encourage resistance to language distortions.
It is correct: language is known to be subject to change (like many other things). Martin Luther King would probably no longer use the term “negro” today.
To be on guard
However, even in a liberal democracy, it is important to always be on guard not to be controlled by particular interests or, even worse, to become a minority democracy in which a few dictate to the large majority what is right and what is wrong.
To name just one current example: 90 percent of German citizens are convinced of the correctness of the measures to protect against Corona, but reporting on demonstrations by opponents takes up considerably more space in many media.
Marketing and clear language belong together
Companies are also paying more and more attention to the choice of words in marketing and advertising and are following supposed trends. As a result, statements are often interchangeable and arbitrary.
Advertising should be clear, simple and concise. And preferably also address feelings in order to convince. Catchy and memorable wouldn’t be bad either. And humor and provocation can usually also make an effective contribution to increasing brand recognition.
It’s not at all easy to create a message from it that is received and has an impact. How much more difficult this becomes when you want to please everyone (and in the end you can’t) …
–
