On how advertising jargon is used to hide flimsy thinking (synergy, media-neutral, content-led...)

💎 On how advertising jargon is used to hide flimsy thinking (synergy, media-neutral, content-led…)

Advertising and marketing people need to lose the jargon. A culture of business bullshit has slowly polluted the commercial world. Engagement, low-hanging fruit, synergy, media-neutral, content-led, always-on, ideation, adcepts, holistic approach, storytelling, user-generated content, leverage, realtime 24/7, cultural currency, the list goes on (and on). This language is symptomatic of a move towards the unnecessary complication of the world of advertising and marketing.

These terms allow people to hide behind them, and mask flimsy thinking. They confuse and conceal…

Excerpt from: How To Make Better Advertising And Advertising Better by Vic Polinghorne and Andy Palmer

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