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filler adjectives

many years ago i went off on this blog about the concept of "all new". You see it mostly for telly; when a new season/series starts and they say that there are "all new episodes!". It bothers me because when would there ever be not *all* new episodes? One episode is a rerun, the rest are all new? 'all' in this context is empty noise. an extra word to make it sound more exciting, but after a while when people get used to it, it loses its edge.

When Mark and were in Walgreens the other day, he was looking for anti-itch stuff, and we came across many many varieties of Cortizone-10. While there were different sorts available, every single one of them had a descriptor of "MAXIMUM STRENGTH".

which begs the question - if all of them are maximum strength, then are *any* of them maximum strength? what does maximum strength actually mean? and what if i want less than maximum strength? what if i need something like 50% strength? those words are non-quantifiable empty noise. they have no meaning whatsoever.

kind of annoying.

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(Deleted comment)
Jul. 22nd, 2009 10:37 pm (UTC)
Maybe maximum strength means that its the maximum dose recommended by doctors? o.o Kinda like Advil is offered in different amounts of mg/tablet?

I have a bottle of regular and a bottle of extra strength Advil sitting in front of me and the extra strength has twice as much Ibuprofen in it. Maybe its the same for other drugs?
Jul. 22nd, 2009 10:49 pm (UTC)
"all-new" as in "every aspect of this is new" rather than "all of these are new".

All-new was advertising speak to replace new, because new became ubiquitous regardless of whether the product was actually new. Thus "all new" became the new, nay, all new new, now that new was no longer new.

It's kind of like how "natural" stopped being a word that actually meant something important; slow erosion of the requirements for printing "natural" has seen the word show up on all sorts of wholly unnatural products, including the much-storied shift in 7up's advertising. Now, companies are resorting to "organic" to mean roughly what natural used to mean. But the ridiculous advertising catch-phrase phenomenon is bleeding that dry, too: the same slow erosion of requirements is taking place there as well.

Note: 7up has not ever been natural. The only thing natural about 7up that wasn't there before is the lack of responsibility required to advertise your product as natural. That's not just a new thing. It's an all new thing.
(Deleted comment)
Jul. 24th, 2009 06:28 pm (UTC)
Extreme marketing also annoys me to no end. How can something like doritos be EXREME? Deodorant? Give me a freakin' break.
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