I've just finished reading my morning dose of the trades - all the magazines, newsletters, and papers whose focus is our beloved industry, and was pleasantly surprised to discover yet another "cutting edge" trend in the creative field. It turns out that this season, writers are no longer writers, but "Copy Strategists."
Don't laugh. I saw this term used in three different articles.
Another term that took me by surprise was used by a multinational agency that proudly announced a new member to their creative team, a "Verbal Identity Specialist."
It seems that being a writer is just not good enough, let alone being just a copywriter. Heaven forbid. Nope. We are now Copy Strategists and Verbal Identity Specialists.
Just as a web programmer who does nothing needs to call himself a "Total Experience Director," this latest industry evolution just goes to show that we constantly feel the need to justify our professional existence by coming up with these meaningless euphemisms - titles that do nothing but practically acknowledge how base and shallow our industry has become. The attempt to specialize a profession which is neither science nor art just makes us look foolish.
What's next, the Vehicle Accommodation Specialist instead of Valet Parking?
1 comments:
Well I for one would call said people a cappillary filled pelvic gland... or in layman's terms, what they really are, a simple, ordinary, unglamorous dick.
by the by, I do believe said titles because if the US has truly excelled in anything in the last few years it's in the development of useless euphemisms. A little more honesty would save us time and effort that's for sure.
On the extreme plus, my word verification for today is shidt... you have to love coincidences huh.
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