Striking: The era of rapid change is anything but fictitious or a figment of the imagination of Western forecasters. And out of sheer habit, we no longer even notice it.
The time of rapid change is anything but fictitious or a figment of the imagination of Western forecasters. And out of sheer habit, we no longer even notice it. The tendency to trivialize the phenomenon brings with it, in addition to a
The era of rapid change is anything but fictitious or a figment of the imagination of Western forecasters. And out of sheer habit, we are already not even noticing it. The tendency to trivialize the phenomenon, in addition to an ever-expanding environment, brings with it two larger sets of problems. On the one hand, the loss of a sense of real values: What was valid yesterday is obsolete today and will disappear from the market tomorrow. On the other hand, the communication of these innovations that spring up like mushrooms - what good is a change if it is only communicated internally? For this purpose, advertising can be used as a valuable mouthpiece. For example, in the case of the new name of Oerlikon-Bührle. If this ad had appeared on April 1, it would have had a good chance of passing as a joke. Why? Because it almost sarcastically sends a very traditional name for Switzerland - albeit a controversial one - into oblivion. What remains is a slightly bitter aftertaste, because this ad makes it bluntly clear that things can happen so quickly.
The second example with self-made multinational Richard Brandson is more surreal. The slogan "You know me as Richard. But now I'm going to be Frank" is a classic example of successful confusion. It was only when I read the fine print that the penny dropped for me, too. Frank - "honest" in German - gives mortgages to his fans in England. Honestly, Frank, until now I thought you were a likeable businessman - and not one who has to pin his honesty on his shirt. Maybe you should have stayed Richard. Chandra Kurt
Language Observer Anonymity (II): The aura of the originless
On the WWW there is a service called DéjàNews, which makes it possible to search all newsgroups to find out what someone has "said" in the course of Internet history so far. In addition, a company called Internet Archive is in the process of archiving the entire WWW - every phrase you uttered in an online discussion years ago. Imagine that your future boss would first check the Net before hiring you.
Many do not know that the WWW is a living archive. They tune in as Moritz Kleinert and chat lively
on it. (At the same time, they get excited about any pranks by the so-called State Security). In the Internet community Well, some members decided in 1997 to delete their entire record retroactively. This procedure, which is normally not possible on the WWW, was hotly debated online. Some netizens went so far as to equate the action with suicide.
Oracle is the name of an Internet game in which anonymity is expressly desired: You ask a question, which is then forwarded to other players and finally answered. The best questions and answers are published without any names being given. The idea of the game is that Oracle embodies the collective wisdom and intelligence of all players.
Oracle texts are a mishmash of bon mots, philosophy, student jokes, worldview statements, platitudes and irony. One organizer of the game, English professor David Sewell, credits anonymity with two key advantages. First, freedom of expression: "I'd be less spontaneous and might not have the courage to write certain things down if I knew my name would be associated with it." But the real thrill is the mystical aura of universality. The accumulated wisdom of the universe seems to speak here, not merely the feeble voice of a human being.
In pre-biblical times Yahweh (I am who I am) was not allowed to be addressed, which is why He had no name. With Goethe He was called The Unspoken One, with Klopstock The Nameless One and with the Gnostics - Anonymos. As in the Bible, "oracles" are supposed to give the impression of coming directly from God's mouth. One of Oracle's e-mail addresses is god@heaven.com.
Some authors of the Middle Ages refrained from signing their texts because they were not concerned with their self-realization or personal fame, but with praising and deepening the subject of the text. One Oracler writes, "I would put less effort into my contributions if my identity were publicly known." Another: "I don't care who wrote something, but it would lose value if I saw a signature underneath. That destroys the myth."
Anonymity allows the public's attention to be drawn to a statement without disturbing it with one's own person. Those who want to serve the cause publish anonymously. Seen in this light, advertising copywriters are among the shining examples. Beat Gloor, www.textcontrol.ch
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Team spirit
By Michael Barney
Why did you go into advertising? Because you're good at drawing? Or are great at storytelling or lying? Or because you've always been very vain? Whatever the case, advertisers like to be vain. And that's why they like to see their name in the press as often as possible. In the ads at the top left or right, in the trade magazines under the campaign motifs. Most of them would prefer it if it were also mentioned that it was their idea for the ad, the poster or the commercial. But, let's be honest, it usually takes several people to give a campaign the right shine. For my part, I was and am grateful to everyone who helps me with my work. I ponder and ponder, get stuck - and then the copywriter Jürg comes in the door and says the better, more appropriate line. Thank you, Jürg. And Reto, my AD, only types one of my headlines into the computer when he likes it. Otherwise he hesitates. And I guess, Barney, I had to do it again. Teamwork without vanity is fun: I had fun with Frank Bienenfeld and Oli Schneider, with Paolo Tonti and even with Remy, the manufacturer, oh yes! But likewise with the consultation, preferably also with the customers. If they appreciate and encourage our enthusiasm, something good must come out of it, of course. But the secret of good teamwork is not one at all: mutual respect is enough. Dogmatism, on the other hand, is poison for good teamwork. Know-it-all attitude as well. The proximity of beautiful women also works wonders, at least for me. Their smile alone is enough to push me to peak performance. Right Claudine? ADC dice or not, nothing against it, but when Christiane praises one of my works in faraway Berlin, it sounds more sublime to me than any honorable dice. Do you notice anything? Of course, I'm vain, too.
The second example with self-made multinational Richard Brandson is more surreal. The slogan "You know me as Richard. But now I'm going to be Frank" is a classic example of successful confusion. It was only when I read the fine print that the penny dropped for me, too. Frank - "honest" in German - gives mortgages to his fans in England. Honestly, Frank, until now I thought you were a likeable businessman - and not one who has to pin his honesty on his shirt. Maybe you should have stayed Richard. Chandra Kurt
Language Observer Anonymity (II): The aura of the originless
On the WWW there is a service called DéjàNews, which makes it possible to search all newsgroups to find out what someone has "said" in the course of Internet history so far. In addition, a company called Internet Archive is in the process of archiving the entire WWW - every phrase you uttered in an online discussion years ago. Imagine that your future boss would first check the Net before hiring you.
Many do not know that the WWW is a living archive. They tune in as Moritz Kleinert and chat lively
on it. (At the same time, they get excited about any pranks by the so-called State Security). In the Internet community Well, some members decided in 1997 to delete their entire record retroactively. This procedure, which is normally not possible on the WWW, was hotly debated online. Some netizens went so far as to equate the action with suicide.
Oracle is the name of an Internet game in which anonymity is expressly desired: You ask a question, which is then forwarded to other players and finally answered. The best questions and answers are published without any names being given. The idea of the game is that Oracle embodies the collective wisdom and intelligence of all players.
Oracle texts are a mishmash of bon mots, philosophy, student jokes, worldview statements, platitudes and irony. One organizer of the game, English professor David Sewell, credits anonymity with two key advantages. First, freedom of expression: "I'd be less spontaneous and might not have the courage to write certain things down if I knew my name would be associated with it." But the real thrill is the mystical aura of universality. The accumulated wisdom of the universe seems to speak here, not merely the feeble voice of a human being.
In pre-biblical times Yahweh (I am who I am) was not allowed to be addressed, which is why He had no name. With Goethe He was called The Unspoken One, with Klopstock The Nameless One and with the Gnostics - Anonymos. As in the Bible, "oracles" are supposed to give the impression of coming directly from God's mouth. One of Oracle's e-mail addresses is god@heaven.com.
Some authors of the Middle Ages refrained from signing their texts because they were not concerned with their self-realization or personal fame, but with praising and deepening the subject of the text. One Oracler writes, "I would put less effort into my contributions if my identity were publicly known." Another: "I don't care who wrote something, but it would lose value if I saw a signature underneath. That destroys the myth."
Anonymity allows the public's attention to be drawn to a statement without disturbing it with one's own person. Those who want to serve the cause publish anonymously. Seen in this light, advertising copywriters are among the shining examples. Beat Gloor, www.textcontrol.ch
Column More
Team spirit
By Michael Barney
Why did you go into advertising? Because you're good at drawing? Or are great at storytelling or lying? Or because you've always been very vain? Whatever the case, advertisers like to be vain. And that's why they like to see their name in the press as often as possible. In the ads at the top left or right, in the trade magazines under the campaign motifs. Most of them would prefer it if it were also mentioned that it was their idea for the ad, the poster or the commercial. But, let's be honest, it usually takes several people to give a campaign the right shine. For my part, I was and am grateful to everyone who helps me with my work. I ponder and ponder, get stuck - and then the copywriter Jürg comes in the door and says the better, more appropriate line. Thank you, Jürg. And Reto, my AD, only types one of my headlines into the computer when he likes it. Otherwise he hesitates. And I guess, Barney, I had to do it again. Teamwork without vanity is fun: I had fun with Frank Bienenfeld and Oli Schneider, with Paolo Tonti and even with Remy, the manufacturer, oh yes! But likewise with the consultation, preferably also with the customers. If they appreciate and encourage our enthusiasm, something good must come out of it, of course. But the secret of good teamwork is not one at all: mutual respect is enough. Dogmatism, on the other hand, is poison for good teamwork. Know-it-all attitude as well. The proximity of beautiful women also works wonders, at least for me. Their smile alone is enough to push me to peak performance. Right Claudine? ADC dice or not, nothing against it, but when Christiane praises one of my works in faraway Berlin, it sounds more sublime to me than any honorable dice. Do you notice anything? Of course, I'm vain, too.
