There are a few new words that the advertising industry has recently bastardized, to add to the likes of such terms as 'comprehensive solutions,' 'premium,' and even 'organic.'
You've no doubt heard at least one of these latest words in the context of an advertisement within the last 24 hours. Both are actually attributed to the restaurant business.
The first, 'mouthwatering,' is actually a pretty powerfull adjective, when used sparingly. But just as with NPH on HIMYM, when everything is Legendary, the effect is less meaningful. When I think of 'mouthwatering,' I think of steak, ribs about to fall off the bone, or a rotisery chicken...something carniverous, like that. I do not,-- and let's direct this square at Mountain Dew's marketing team-- think of any type of beverage whatsoever, especially your new berry blast or whatever it's called. Beverages are not mouthwatering; they help you swallow that water in your mouth, leaving you refreshed. This buzz-word was circling the drain before this ad hit, but once it did, 'mouthwatering' finally lost all meaning.
The second word is actually a tandem of closely linked terms, 'handcrafted,' and 'handmade.' Perhaps I'm revealing my inner 'Dude' here, but there was a time when I associated 'handcrafted' with micro-brews and rustic furniture. But once advertisements began positioning fast delivery pizza, burgers, and pastries as 'handcrafted,' the word lost meaning. And now El Pollo Loco is advertising their food as handmade...keep following that logic, and so is a damn Big Mac. And once again, the commonality of the term renders its use inneffective and meaningless.
So, with that, American Marketing Association, next convention let's inform the members that some creativity and new vocabulary is in grave need. Thank you.
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