Gay. What is the first thought that comes to mind when you read this word? You probably did not think it meant happy but rather that it was another word for homosexual. Did you realise that Gay could also be the abbreviated form of the name ‘Gaynor’? Same word. Three different meanings. Three different interpretations.
My daughter first saw the word in ‘The Great Gatsby’. “This book is so old-fashioned,” she exclaimed indignantly. And that is what happens. Words change meaning through different eras.
How a word is used is very important.
What meaning do you want to convey to your reader? Many marketers may think that using a simple word is writing in plain language. Not true. Writing certain words could change meaning according to the person’s cultural or educational background.
Words have specific cultural meaning. Lady Gaga’s latest release Judas pushes buttons. She intended it to.
Consider the following lines from the song: When he comes to me, I am ready. I’ll wash his feet with my hair if he needs. Forgive him when his tongue lies through his brain. Even after three times, he betrays me.
Simple words.
According to Lady Gaga, the song is about ‘falling in love with the wrong man’. The release date of this song happened to coincide with Easter. Accidental timing? Lady Gaga ensured that she achieved maximum press exposure. She understands the principles of marketing.
The song was banned but the damage was done. The curious downloaded the song. Lady Gaga made her point.
Communicators need to be aware of the social context in which a message is read. The communicator needs to get into the shoes of the targeted reader and understand the reader’s circumstances. How will the reader perceive the message? Will the reader understand the words within a specific social and economic context?
Consider this. The home language of the majority of South Africans is not English. What does the word ‘gay’ mean to the majority? Is the word even used in their culture?
Words are loaded. They have been used as bullets to fleece unsuspecting consumers. But words can empower.
Here’s the opportunity. Businesses are preparing to tackle plain language. Communications extend beyond the formal written document. Communications include emails, letters, text messages, speeches, engagement with the business world beyond the keyboard. It is about time the business world focuses on the consumer. After all, the consumer includes you and me.
The above article was published in Innov8tMag, June 2011. It has been shortened.
Image source: Click here.