Comments on: ‘Standard procedure’ http://www.eye-for-image.com/blog/standard-procedure/ THE blog for copywriters and communicators Wed, 07 Jan 2009 00:04:31 +0000 http://wordpress.org/?v=2.6.5 By: Aaron Bateman http://www.eye-for-image.com/blog/standard-procedure/#comment-59 Aaron Bateman Tue, 09 Oct 2007 08:24:59 +0000 http://ready6.dev.visionteam.dk/blog/?p=57#comment-59 Semantic stretch . . . perfect!! I should have known someone had already coined a phrase for this. One day I'll have a genuinely original idea! Semantic stretch . . . perfect!! I should have known someone had already coined a phrase for this. One day I’ll have a genuinely original idea!

]]> By: Dan Elloway http://www.eye-for-image.com/blog/standard-procedure/#comment-58 Dan Elloway Tue, 09 Oct 2007 08:07:00 +0000 http://ready6.dev.visionteam.dk/blog/?p=57#comment-58 Nice picture, Aaron. By they way, I came across a very nice term: semantic stretch. This refers to the over-use of certain words and phrases until the meaning becomes diluted. I first saw the term used by Dan and Chip Heath in their book "Made to Stick". It could easily apply to optimize, cutting-edge, etc. Interestingly, the Heath brothers have also applied to inflatable, giant rats. http://www.powells.com/blog/?p=1860 Nice picture, Aaron.
By they way, I came across a very nice term: semantic stretch. This refers to the over-use of certain words and phrases until the meaning becomes diluted. I first saw the term used by Dan and Chip Heath in their book “Made to Stick”. It could easily apply to optimize, cutting-edge, etc.

Interestingly, the Heath brothers have also applied to inflatable, giant rats.

http://www.powells.com/blog/?p=1860

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