Something strange seems to be happening. It appears that people no longer know how to use books. Perhaps it’s the rise of the internet that’s caused this worrying trend. Or perhaps kids are no longer taught ‘advanced book use’ in school. Whatever it is, it’s lucky that editors are there to help us out.
So, how do I know about this decline in our book-using ability?
Recently I’ve noticed a tendency for books to include bizarre usage notes. The New Influencers includes a two-page section called How to Use this Book. And I’m happy it does - otherwise I would have had no idea how to use it. I would have ended up doing something stupid, like simply reading it. And The History of Art, published by Star Fire, has a section called How To Read This Book - an essential bit of information in a book that’s mainly pictures.
Really, what’s going on? Have we lost the book skills we once had? Or are editors just trying to be funky?
Next to misplaced apostrophes (traditionally used by greengrocer’s to advertise banana’s), quotation marks are next on the list of punctuation that is thrown in generous handfuls at writing without any real idea why.
Most of the examples on Bethany Keeley’s blog seem to show that writers of posters and signs believe that quotes make their writing stand out - and so it does, but in completely the wrong way. But outside using it to show direct quotes, quotation marks are more correctly used to show ‘nonstandard, ironic, or other special sense’, according to the Chicago Manual of Style.
Which makes it all the funner when they are abused by people offering ‘food’ (what, you mean it isn’t really?). Or, like the picture here, a way out in case of ‘fire’ (no, go on you’re having a laugh).
JetBlue has just launched what has got to be one of the cleverest ad campaigns of the recession. Its “Welcome Bigwigs” campaign targets all those former c-level execs that are no longer enjoying fancy hotels and private jets. The low cost airline has cheekily found a way to poke fun at the people whose lavish lifestyles were financed by the very recklessness that brought them down.
Few companies have been able to humorously address the current economic situation. There’s of course a good reason for that – it’s not funny. But we can all get a laugh out of the super rich needing to downscale and “jetpool” with the rest of us.
JetBlue’s emphasis on frugality is directed to all “Hedge Fund Managers, Big Investment Bankers, Moguls, Tycoons” and others who “might be rethinking that next trip on a private jet … ” and the in-flight entertainment includes only a few of the “business news channels that can be complete bummers.”
Oh, and their free “potato chips are not a government bailout and there are no strings attached.”
The print ad is below, but click here for the website.
Bizarre translations are always good fun, especially when they’re incredibly long and random. I just don’t even know where to begin with this one, but it does make me wonder what goes on in your typical Saigon park.
What is it about public speaking that makes so many of us a nervous wreck? Just the thought of it makes some people break out in a cold sweat!
Seeing one of Denmark’s star athletes speak to GHG gymnastics club recently, I was struck by the level of comfort he displayed – and the way he addressed his audience. A 2004 Olympic medal winner in shotput, Joachim B. Olsen is a modest, soft-spoken guy. But, like a true Olympian, he’s also a highly motivated and driven individual. And this is what makes him so engaging.
Joachim’s a really likeable guy, not least because of his relaxed, yet engaged demeanor. At this particular event, his audience was a handful of adults and a group of enthusiastic young gymnasts. He made an effort to engage the kids with casual talk and he didn’t shy away from an armwrestle challenge (from the kids, mind you!). But he really connected with the kids through empathy and confidence.
No-one was engaged by his fancy PowerPoint presentation - because he didn’t have one! Instead, everyone was drawn in by his level of comfort and his obvious passion for his subject matter. He told personal stories about his upbringing and early experiences of athletics, his great sporting passion. His messages were some of the ones parents have been making themselves hoarse over for ages – eating right, working hard and getting sleep – but this time the message may have actually sunk in.
So what can we learn from Joachim? Sure, it might be easy to blame his influence on his role model status. (He really hit the big-time popularity stakes as the winner of Denmark’s “Dancing with the Stars” on TV.) But I suspect there’s a lot more to successfully addressing your audience than just being a champion athlete and public celebrity - although it is a good starting point. Perhaps the key to truly connecting with your listeners is so much about your attitude, passion and level of comfort.
There are lots of webpages out there that list funny text on packaging and product usage instructions. Like this one that concentrates on packaging which states the obvious. But it’s always nice to find your own. Here’s something from a pack of noodles:
Application:
1. Put noodles into boiling water.
2. After 2-3 minutes, (at first, cook it by strong fire for two minutes and then cook it by moderate fire little) please stir it by chopsticks.
3. The lustrous, bright, soft and nutrient noodles should be poured by cold water after it is recovered from water.
4. The making method is unique and needs short time for cooking the noodles can be cooked. souted and scalded. It can be cooked into delicious noodles according your taste.
