Fritinancy

Who's the audience for this ad?

There’s a famous saying, often attributed to American department-store pioneer John Wanamaker*, that half of what you spend on advertising is wasted—you just never know which half.

Well, here’s a lamentable, preventable example of a waste of 100 percent of a company’s ad budget.

 

New And Astonishingly Dumbfounding Advertising Mystery!

 

This bus-shelter ad is one of four in my neighborhood—four within a single one-mile stretch of not-very-grand Grand Avenue in Oakland, California. The advertiser is New York-based Naadam—or NAADAM, as it’s styled on the website. But the name has been given a strange makeover in  this bus-shelter ad, where it looks like an acronym: N.A.A.D.A.M. The all-caps line under the initialized brand name reads “ᴅᴏɴ’ᴛ ᴅᴏ ᴄᴀsʜᴍᴇʀᴇ. ɪᴛ’s ᴀᴅᴅɪᴄᴛɪᴠᴇ”

Huh?

As a couple of my puzzled Twitter followers asked, “Is ‘Cashmere’ a new street drug?”

Word of the week: Commute

On Friday, July 10, political operative Roger Stone received a presidential commutation of his 40-month sentence for seven felony crimes. The White House’s official statement was “punctuated by the sort of inflammatory language and angry grievances characteristic of the president’s Twitter feed,” according to a New York Times story.

Two Republican senators had opposing views of the commutation. Utah’s Mitt Romney (a former presidential candidate himself) called it “unprecedented, historic corruption.”

Unprecedented, historic corruption: an American president commutes the sentence of a person convicted by a jury of lying to shield that very president.

— Mitt Romney (@MittRomney) July 11, 2020

Lindsey Graham of South Carolina, one of the president’s chief apologists in the Senate (a title with many contenders), called the action “justified.”

In my view it would be justified if President @realDonaldTrump decided to commute Roger Stone's prison sentence.

Mr. Stone is in his 70s and this was a non-violent, first-time offense.https://t.co/jbbGTucRpq

— Lindsey Graham (@LindseyGrahamSC) July 10, 2020

(Mr. Stone is not “in his 70s.” He is 67. And his felonies included witness tampering and lying to investigators—not exactly penny-ante stuff.)

But let’s put all that aside—tempting as it is to let it offend our sense of ethics and decency for the rest of time—and consider the word commute.

Word of the week: Long-hauler

“Survival is not recovery”—a phrase with roots in the language of sexual-abuse counseling—is turning out to have grim relevance during the COVID-19 pandemic. Although the World Health Organization reports that 80 percent of COVID infections are “mild or asymptomatic,” and most patients recover after one or two weeks, thousands of people now say they’ve been coping with serious symptoms for a month or longer. In online support groups, these people call themselves “long-haulers.”

July linkfest

“Companies change their slogans and catchphrases all the time to keep themselves fresh in customers’ minds. But DiGiorno might be the only one that has kept the same catchphrase, but changed the implication.” (Eater)

*

“Sometimes I look at license plates for new prefix ideas. Sometimes I borrow from the names of cats or dogs.” How two women in Chicago create all those names for generic prescription drugs. (David Lazarus for Los Angeles Times; via MJF)*

On the Visual Thesaurus: The language of e-scooters

My May column for the Visual Thesaurus talks about how we talk about e-scooters, the rentable two-wheelers from companies like Lime, Bird, Skip, and Spin that have swooped into San Francisco, Oakland, and many other cities.

 

Lime e-scooters at a downtown Oakland BART station.

 

Full access is restricted to subscribers for three months; here’s an excerpt:

Today’s electric scooters weigh between 25 and 40 pounds and are sometimes called LEVs, or “light electric vehicles.” (Almost all of them have four-letter brand names, for no reason I can discern other than copycatting.) Proponents tout them as a solution to the challenges of first-mile and last-mile transportation, terms that originated in the freight and supply-chain industries and now refer to getting people from their starting point to a transportation hub (bus stop, train station) or from the hub to a final destination. Naysayers have taken to prophesying scootergeddon: an aggressive “invasion” of two-wheeled vehicles as dire as the End of Days.

Then there are those who look at the big picture, regarding e-scooters as a necessary element of the micro-mobility movement, which seeks to shift the balance of city transportation from gas-powered cars to human-powered bicycles and to scooters and small cars powered by electricity. There’s even serious talk about Universal Basic Mobility, or UBM. Modeled on the concept of Universal Basic Income (UBI), UBM recognizes freedom of movement as a basic human right. It might be implemented through a platform called mobility as a service (MaaS), a term modeled on “software as a service” (SaaS), which emerged during the late 1990s in the first dot-com boom. MaaS combines transportation services from public and private transportation providers “through a unified gateway that creates and manages the trip, which users can pay for with a single account,” according to a Wikipedia entry.

Read the rest of “Let’s Talk e-Scooters.”

Name in the news: Azuma

The design-critique blog Brand New last week reviewed the new look of LNER, a British railway with a nearly century-old history under various names and owners. The most recent owner was Virgin, which operated the line as Virgin Trains East Coast (VTEC); the railway is now owned by the UK’s Department of Transport, and the LNER acronym – which stands for London North East Railroad – is appearing again for the first time since 1948.

The point of the review was, of course, the new LNER logo, but what caught my eye was a paragraph about three-quarters of the way down about the newest fleet of trains. Brand New says they’re “nicknamed” Azuma, but in fact Azuma is their official name.

 

Moreover, “Azuma” isn’t entirely new; the LNER/Azuma identity designer, Brand Cooke, tells us that it had been developed by VTEC – in 2016, according to a Wikipedia page – and was already familiar to passengers.

But what does this un-British-sounding name signify?

Word of the week: Jitney

This week, the San Francisco Municipal Transit Agency (SFMTA) will consider approving a new permit program for private transit vehicles, or PTVs. These vehicles – currently, Chariot is the only one operating in the city – use shuttle vans and a smartphone app; they are “open to the public, charge individual fares and operate on fixed routes,” according to the SFMTA website.

Bureaucrats may call them PTVs, but these vehicles are better known by an old slang term: jitney. And I was surprised to learn that both the word jitney and jitney transportation have deep roots, and routes, in California.

A “super jitney bus” in San Francisco, 1970s. Photo via SFMTA.com.

Word of the week: Thyristor

Thyristor: A A four-layered semiconductor rectifier in which the flow of current between two electrodes is triggered by a signal at a third electrode. (Source: Oxford Dictionaries.) Coined in the 1950s from thyratron, a kind of thermionic tube (from Greek thura, “gate” or “door”) and transistor. Pronounced THIGH-wrist-er.

“…said no one ever”

I spotted this ad from 511.org, the Bay Area’s transit and traffic hub, last weekend on the back of a 10-Townsend Muni bus in San Francisco:

 

“Every minute in traffic is a dream come true, said no one ever.”

This was never supposed to happen

And yet, somehow, it did.

Outdoor ad for Lyft. Harrison between 8th and 9th streets, San Francisco, January 30, 2016.