Friday, April 23, 2010
For Purists, Only
12:17 AM |
pure
–adjective,pur•er, pur•est.
free from anything of a different, inferior, or contaminating kind; free from extraneous matter: pure gold; pure water.
Today I will be experiencing firsthand – and for the first time - “Pure Michigan.” What that means, I have no idea. But it sounds good, doesn’t it? It’s the adjective the Wolverine state’s convention and visitors bureau would like us to believe embodies its environs. But what is particularly "pure" about Michigan?
It should be noted that when trying to position something positively, whether a person, state or policy position, it is not enough to simply replace the existing word or phrase with its opposite. This will only highlight the problem. For instance, to counter the perception (or reality) of high unemployment, “low unemployment” should not be used. Rather, to counter a belief, simply state it more euphemistically. Unemployment results in the formerly employed as having more leisure time. Likewise, in political spin (and really, there is nothing better), calling a proposed tax levied upon the physical expiration of members of that minute population composed of the uber-ultra-wealthy a “Death Tax” is pure genius. I mean, who among us, other than vampire-obsessed adolescents, thinks death is a good thing?
That said, based on demographic information from Michigan regarding, crime, drug use, the failing auto industry, unemployment and actual reasons tourists visit (hunting, shopping, beaches, sports), following are some of the potential runner-up campaigns that might have been launched versus "Pure Michigan":
Uncut Michigan
Michigan: Driven (Caution: use of the word “under” could be appended here)
Pharmaceutical Grade Michigan
Leisurely Michigan
Detroit is just one City Michigan
Michigan: Come Here and Kill Things
Roger Moore Was Wrong Michigan
Michigan: Buy Stuff Cheaper Here
The Lakes Really Are Great Michigan
Michigan: The Closest You Can Get to Canada Without [pronounced with-oot] a Passport
So what is to be made of these PR-generated phrases meant to entice us to visit more, eat more and buy more? Pure B.S.
–adjective,pur•er, pur•est.
free from anything of a different, inferior, or contaminating kind; free from extraneous matter: pure gold; pure water.
Today I will be experiencing firsthand – and for the first time - “Pure Michigan.” What that means, I have no idea. But it sounds good, doesn’t it? It’s the adjective the Wolverine state’s convention and visitors bureau would like us to believe embodies its environs. But what is particularly "pure" about Michigan?
It should be noted that when trying to position something positively, whether a person, state or policy position, it is not enough to simply replace the existing word or phrase with its opposite. This will only highlight the problem. For instance, to counter the perception (or reality) of high unemployment, “low unemployment” should not be used. Rather, to counter a belief, simply state it more euphemistically. Unemployment results in the formerly employed as having more leisure time. Likewise, in political spin (and really, there is nothing better), calling a proposed tax levied upon the physical expiration of members of that minute population composed of the uber-ultra-wealthy a “Death Tax” is pure genius. I mean, who among us, other than vampire-obsessed adolescents, thinks death is a good thing?
That said, based on demographic information from Michigan regarding, crime, drug use, the failing auto industry, unemployment and actual reasons tourists visit (hunting, shopping, beaches, sports), following are some of the potential runner-up campaigns that might have been launched versus "Pure Michigan":
Uncut Michigan
Michigan: Driven (Caution: use of the word “under” could be appended here)
Pharmaceutical Grade Michigan
Leisurely Michigan
Detroit is just one City Michigan
Michigan: Come Here and Kill Things
Roger Moore Was Wrong Michigan
Michigan: Buy Stuff Cheaper Here
The Lakes Really Are Great Michigan
Michigan: The Closest You Can Get to Canada Without [pronounced with-oot] a Passport
So what is to be made of these PR-generated phrases meant to entice us to visit more, eat more and buy more? Pure B.S.
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