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MaisJargon-Free Web Por mera coincid…
Por mera coincidência o novo editor de “personal technology” do New York Times, David Pogue, fala hoje em sua coluna sobre o problema dos jargões em press-releases.
The basic idea is this: If you don’t have much to say, pad
it out with buzzwords. That’s why the modern tech-industry
press release says “price point” instead of price,
“performance” instead of speed and “form factor” instead of
size. But the one that really triggers my personal gag
reflex is “solutions.” These people don’t sell products;
they sell “solutions.” (So what would they call products
like carpet-cleaning fluid? Solution solutions?)
I thought I was the only one going quietly mad from the
silliness of the lingo these people use, but this week I
stumbled onto a Web site that gave me hours of
entertainment: www.jargonfreeweb.com. This Web site, run by
– of all things — a marketing firm, captures, celebrates
and mocks some of the all-time worst press releases. Reading
these atrocious blurbs should be required homework for
anyone in the PR biz. Here’s a sample:
“The combination of TUV’s innovative, strategic thinking and
advanced technology will serve as an accelerator for the
development of next generation business systems. . . to
convert into a competitive advantage for our clients by
providing them with more reliable, scalable and provable
solutions and faster time to market.”
The Web site dryly adds: “Guess what we are selling and win
a week’s vacation at Hawaii’s leading resort for tanning
solutions.”
