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Friday, November 1, 2019
Why Authors Need To Use Spinglish To Promote Books
are the weapons at the disposal of book promoters, advertisers, and
marketers?Timing?Knowledge? Experience?News cycles?Yes, all of the above, but the singular greatest asset in the possession
of those who need to sell something or brand a personality is something
available to each of us at no cost:words.
all should be clear to anyone who reads Spin-glish:The Definitive Dictionary of DeliberatelyDeceptive Language by Henry Beard and Christopher Cerf, the co-authors
who brought usThe OfficialPolitically
Correct Dictionary and Handbook and Encyclopedia Parnoiaca.
who founded National Lampoon, and Cerf, a founding contributor to the
same publication, effectively, team up here to show us how to perfect the art of "terminological inexactitude," positioning yourself to manipulate and one-up
anyone.They call their book a
“fictionary,” showcasing how the devious dialect of English is used by
professional spin doctors and authors alike.
you want to learn how to employ verbal distortion – but not blatantly lie – to
get your way, influence others, and impact people, you’ll need to speak Spinglish.
what, precisely is Spinglish?,” the authors ask in the book's introduction.
in spite of its polyglot-sounding name, it isn’t some foreign language.It’s just our native tongue, transformed into
a sophisticated method of judicious miscommunication through the use of careful
word choice and the artful rephrasing and reframing of familiar terms.To put it another way (which of course, is
what Spinglish is designed to do) it all comes down to making me sound
better, or you sound worse, or both.I’m
a freedom fighter, you’re terrorist.I want
to enhance revenues, you want to raise taxes.My product is artisanal, all-natural, and organic, yours is
mass-produced, synthetic, and contains artificial additives.”
Spinglish is about not being so clear, yet persuasive.It’s about expressing things in a very
positive or negative light though the subject matter is not really as good or
as bad as it’s portrayed.Spinglish
is used daily, to hide the truth, even obfuscate it from ourselves.
authors note that our language is the biggest in the world – with over a million
words – and is the most-widely used language on the planet. “English is unparalleled in its capacity for
creative misdirection,” they say.
can’t hide from Spinglish.Our
politicians, CEOs, professional athletes, favorite actors and even our clergy,
teachers, and parents employ it.From
Wall Street and Madison Avenue to Hollywood, the Beltway and Silicon Valley, Spinglish
is used everywhere.
Just look at some of the
ways our Spinglish is used:
irregularity” = fraud
home” very small house
ground floor” = basement
beverage” = alcohol
leveraged” = debt-ridden
produce” = spoiled fruit
landfill” = garbage dump
art” = graffiti
of silence” = prayer
dancer” = stripper
accounting” = tax evasion
interrogation” = torture
= firing workers
dispute” = beat up a wife or girlfriend
officer” = prison guard
Getting things to be seen
in the most positive light requires:
·Downplaying the negatives.
·Highlighting the positives.
·Seeking to position a negative as an
·Elevating a positive into more than it
·Seeking to diminish a perceived enemy.
·Normalizing the abnormal or atypical.
·Championing an asset while ignoring a
·Raising questions in a way they sound like
·Sharing the opinions of others as if
·Skewing stats and charts to favor your
an author-turned-publicist you’ll quickly catch on to how language dictates how
others perceive you. What you say and how you say it – and what you fail to say
– will influence the media or anyone else you seek to impress.But don’t seek to truly fool people – it’ll
come back to bite you in the butt. You can certainly massage, shape, and color your words in a way that puts a
spin on things. If you need help in choosing the right word or phrase, just
American Poet Laureate
1986, the United States created the national poet laureate position. Almost
every state has a state poet laureate.
However, New Jersey and Pennsylvania abolished such a post in 2003. Massachusetts and New Mexico also do not have
a poet laureate. England, however, has had a long history of poet laureates
that dates to 1688. One served for 42
years – Lord Alfred Tennyson, from 1850-1892.
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