March 12, 2013

A Silent Scream

Or, why I lasted only a year as a advertising copywriter.

This phrase popped out from an item on The Outdoor Wire: "the ultimate turkey vest is now better than ever."

So something that was "ultimate"—the last possible stage of whatever it was—has now moved beyond ultimate. Which is what, exactly? Into another dimension where time and space collapse?

The writer could have said, "a damn fine turkey vest is now even better."

Could we just have a moratorium on "ultimate" and "extreme" in sports and outdoor writing? Is that too much to ask?


Camera Trap Codger said...

I've really been impacted by your statement. LOL

Chad Love said...

"Ultimate Extreme"...

I have to admit that I have, in particularly weak moments of poverty-stricken despair, toyed with the idea of applying for advertising/marketing jobs. Then I come to my senses. Have some good friends and know some good writers that have gone that route, but it's not for me. I figure I'll take up an honorable and honest trade if it comes to that.

Of course, one could argue rather convincingly that most hook-and-bullet editorial these days is in the same vein, and I'd have a hard time debating the point...