Startling jump in California foreclosures
Startling. Really. If you assume that the people who publish newspapers read their product (OK, maybe that's the whisky talking), how can a jump in foreclosures in this lousy real estate market be startling? Startling is when a piano falls onto the sidewalk in front of you. Startling is seeing the movie star you've fantasized about standing at your door with Champagne and flowers.
Onward....
Utilize. One of the demon words of today's PR lexicon. It means to make something practical, as in "we utilized cold fusion." But 99.99% of the time, companies use it at a replacement for the frumpy but perfectly clear "use."
"Marking a year of exceptional momentum and recognition"....
It's hard to believe that a company would consider a product's momentum exceptional, unless of course the good communications folks believed the product to be a dog and the momentum to be a mind-boggling surprise. Exceptional means forming an exception or rare. Of course it also means superior, but that's the secondary definition. If you're writing on the razor's edge, there's gotta be a better word that doesn't open one up to this ridicule.
Onward....
Utilize. One of the demon words of today's PR lexicon. It means to make something practical, as in "we utilized cold fusion." But 99.99% of the time, companies use it at a replacement for the frumpy but perfectly clear "use."
"Marking a year of exceptional momentum and recognition"....
It's hard to believe that a company would consider a product's momentum exceptional, unless of course the good communications folks believed the product to be a dog and the momentum to be a mind-boggling surprise. Exceptional means forming an exception or rare. Of course it also means superior, but that's the secondary definition. If you're writing on the razor's edge, there's gotta be a better word that doesn't open one up to this ridicule.
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