{"id":1168,"date":"2021-03-02T14:49:48","date_gmt":"2021-03-02T20:49:48","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1168"},"modified":"2021-03-02T14:49:48","modified_gmt":"2021-03-02T20:49:48","slug":"words-matter","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/words-matter\/","title":{"rendered":"Words matter. (Note: Only mildly political here)"},"content":{"rendered":"\n
\"\"
This is your brain on pedantry.<\/figcaption><\/figure><\/div>\n\n\n\n

Note: There\u2019s a political bit in here, but you\u2019ll get plenty of warning, if you\u2019re not into that stuff.<\/em><\/p>\n\n\n\n

I am fairly dedicated to words. I don\u2019t know if this is because I\u2019m a copywriter, a pedant, or a little bit of Column A and a little bit of Column B. I have, on occasion, been accused of splitting hairs, and I\u2019m sorry, maybe those hairs just shouldn\u2019t have been big enough to be split. When Merriam-Webster declared its support for \u201cirregardless,\u201d<\/a> I lost a little bit of respect for them. For shame, M-W. For shame.<\/p>\n\n\n\n

But the reason I\u2019m so dedicated to words is that words really are important. Using accurate words is important to convey the right information, and using the connotatively right words is important to convey the meaning behind the information. Famous<\/em> and notorious<\/em> have similar and yet distinctly different meanings. We feel different about people who are tenacious<\/em> or stubborn<\/em>. A selective<\/em> person has high standards, and a picky<\/em> one is a pain in the ass. Calling a person thin<\/em> or skinny<\/em> or scrawny<\/em> produces very different mental images.<\/p>\n\n\n\n

\u201cIt\u2019s a matter of semantics\u201d is used dismissively, to indicate that the words in question are inconsequential, but that\u2019s not right. \u201cA matter of semantics\u201d is a big deal, because semantics are, well, what I do for a living, but they\u2019re also the way we live our lives, whether we recognize it or not.<\/p>\n\n\n\n

Words matter in advertising.<\/h2>\n\n\n\n

We choose our words carefully all the time in advertising, sometimes consciously, sometimes not. Without having to think about it, we know to talk about value<\/em> when we\u2019re working with a product that\u2019s straight-up cheap. Our brand manuals and briefs specifically talk about tone of voice because we know how tone (and, by extension, word choice) can influence an audience\u2019s perception of a brand. Our CDs hammer it home, and when they don\u2019t, our audiences are usually happy to point out our errors.<\/p>\n\n\n\n

We know that usually, jargon is to be avoided, because it creates distance between you and your audience and can make them feel stupid. But sometimes, it can be strategically deployed to dazzle them and even make them feel smart. We know that no matter who we\u2019re talking to, it\u2019s important to remain on brand if we don\u2019t want to come across as inauthentic. Or worse. (Put down the AAVE and back away, copywriters who don\u2019t use it on the regular.)<\/p>\n\n\n\n

(All this stuff is also something that makes a thesaurus a dangerous tool in the wrong hands. A synonym isn\u2019t always an equivalent swap-out, and that\u2019s even before you start throwing out words like estimable<\/em>.)<\/p>\n\n\n\n

Now, might my repeated use of \u201cWe know that\u201d indicate that this isn\u2019t something I really need to write about? Possibly. But you\u2019d be surprised at how many creative professionals at a number of levels get tripped up from time to time. So if you suspect I might be talking to you, I might well be.<\/p>\n\n\n\n

Besides, words matter in more than just advertising.<\/p>\n\n\n\n

Words matter in life.<\/h2>\n\n\n\n

How we talk to each other. How we talk to our colleagues. How we talk to our kids. We dissect texts and emails and Slack messages to try to discern a person\u2019s real intent. We slip and say things we didn\u2019t mean to say but can\u2019t really take back because of one poorly chosen word. It\u2019s everywhere.<\/p>\n\n\n\n

\"\"
Fig. 1: Pushy, emotional, belligerent woman<\/figcaption><\/figure><\/div>\n\n\n\n

The rise of women in positions of professional authority (and doesn\u2019t that sound weird to say in 2021?<\/a>) has drawn attention to the subtleties that have slowed that process. It\u2019s certainly nothing that hasn\u2019t been talked about before, but that doesn\u2019t mean it\u2019s gone away: gender-biased language. A woman might be deemed aggressive<\/em> for exactly the same actions that would make a man assertive<\/em>. She\u2019s pushy<\/em>, he\u2019s decisive<\/em>. She\u2019s emotional<\/em>, he\u2019s impassioned<\/em>. The solution offered is always for women to learn to be more like men in the workplace, to be less emotional, to be less pushy, less aggressive, when the problem is rooted not in the actions but in the perception \u2014 and the perception is defined, in large part, by words.<\/p>\n\n\n\n

That\u2019s something that\u2019s come home as well. The admittedly hamfisted \u201cBan Bossy<\/a>\u201d campaign tried to draw attention to the fact that a little boy might be praised as a leader<\/em> for the same behavior that would have a girl criticized as bossy<\/em>. I\u2019m going to go so far as to say that the critical response received was largely because of, well, words. A ban<\/em> implies censorship, and outside force, and people don\u2019t like that, while the movement was just trying to make people aware of the issue in their own lives. But poor word choice notwithstanding, the aim of the movement was sound. The vocabulary we give to kids is the one they\u2019ll be carrying throughout the rest of their lives, and telling a six-year-old that she\u2019s a shrew \u2014 while she watches her boy counterparts receive praise for the same behavior \u2014 is not a good way to start.<\/p>\n\n\n\n

And of course it isn\u2019t just gender. Some people (a certain kind of people, we might say) roll their eyes at the idea that it\u2019s not good to call a Black person articulate<\/em>. But words mean something. As Jimi Izrael pointed out on NPR<\/a>, \u201cIt\u2019s one thing to be called eloquent \u2014 as in, to master the language \u2014 and another to be called articulate \u2014 as in merely having the ability to put words into a coherent sentence.\u201d Clean<\/em> is another one. Bathing regularly and being able to put a sentence together aren\u2019t anything that would be noteworthy for anyone else, and that\u2019s why two little words can make a difference.<\/p>\n\n\n\n

Now.<\/p>\n\n\n\n

As warned, this does get a wee bit political, so feel free to skip right to the last part if that’s not your thing.<\/p>\n\n\n\n

Words matter in politics (a.k.a., The Political Part)<\/h2>\n\n\n\n

It took maybe a day after the inauguration for the Biden administration to start making lexical changes in an effort to combat the harsh rhetoric that had been a defining aspect of the Trump era. \u201cIllegal alien\u201d has become \u201cundocumented\u201d and \u201cnoncitizen,\u201d both of which are definitionally accurate without demonizing, y\u2019know, human people. The Department of the Interior is once again free to use phrases like \u201cscience-based evidence,\u201d which\u2026 I mean, yeah. Right?<\/p>\n\n\n\n

Now, while a few on the right have declared these changes Orwellian, it must be acknowledged that Trump made such changes himself when he entered the office (and I\u2019m not just talking about \u201calternative facts\u201d). He was the one to ban \u201cscience-based evidence\u201d and \u201cclimate change.\u201d He banned \u201cvulnerable\u201d and \u201ctransgender\u201d at the CDC. Because Trump knew, as so many others do, that words matter, and that the words used within his administration would shape the culture around it.<\/p>\n\n\n\n

Stephen Miller, himself the author of some of Trump\u2019s foulest policies and proclamations, himself said, \u201cThe struggle over the lexicon is actually the central struggle. Equity is meant to harken to this idea that America is a nation that believes in everybody having this fundamental dignity of treatment. But the other side would say, \u2018What you call equity, I call discrimination.\u2019\u201d He, in essence, pits fundamental dignity of treatment against the other side\u2019s sense of discrimination, as if the one should be sacrificed in service of the other, and\u2026 I mean, fundamental dignity<\/em>? As a rhetorical poker chip in the political game?<\/p>\n\n\n\n

And that\u2019s why words matter, and specifically, the words used by the Biden administration matter. If the other side \u2014 \u201cother side\u201d \u2014 perceives fundamental respect for human dignity as a personal slight, that clues us in on something that needs to be worked on.<\/p>\n\n\n\n

That\u2019s the end of the political part, I swear.<\/p>\n\n\n\n

Words matter to me.<\/h2>\n\n\n\n

I have (among other things) three words written on the whiteboard above my desk: exploit<\/em>, mercenary<\/em>, and rationalize<\/em>. That\u2019s because those words have very specific meanings \u2014 sometimes \u201ctake advantage of\u201d doesn\u2019t get the job done \u2014 and for some reason, I can never find them when I need them. (Do I need them often? More frequently than you\u2019d think.) And it bugs the crap out of me.<\/p>\n\n\n\n

(I\u2019ve written before, in fact, about my tendency to just throw up my hands and write [ADJECTIVE] in my copy when I get stuck for a word, and then go back and pick it up later. That\u2019s because that can\u2019t be just any old adjective \u2014 it has to be the right<\/em> adjective, and I\u2019m going to give it the time it\u2019s owed.)<\/p>\n\n\n\n

Also, my own words matter to me. I\u2019ve basically devoted my career to finding the best words for other people, in their voices, and that makes it all the more important that when I write for myself, it\u2019s me. It\u2019s not, like, self-consciously me, because that would negate the purpose of it being me. But it\u2019s me, writing the way I need to and carefully selecting the words I want to use because, y\u2019all, words matter.<\/p>\n\n\n\n

(Also, I only cuss because I\u2019m super intelligent, creative, and honest<\/a>, so there. YOU\u2019RE WELCOME, ADVERTISING INDUSTRY.)<\/p>\n","protected":false},"excerpt":{"rendered":"

Note: There\u2019s a political bit in here, but you\u2019ll get plenty of warning, if you\u2019re not into that stuff. I am fairly dedicated to words. I don\u2019t know if this …<\/p>\n","protected":false},"author":1,"featured_media":2305,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,7],"tags":[22,30,37,57,60,79],"class_list":["post-1168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creativity-c","category-the-humanity","tag-copywriting","tag-ethics","tag-hairy-legged-feminism","tag-politics","tag-race","tag-writing"],"yoast_head":"\nWords matter. 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