www.marketnet.com/lustig/


Sept. 2002 "Smart, fast and priced right!" Issue #5


To commemorate 9/11, I delivered my speech, “Changes In Writing Since 9/11,” to two Rotary Clubs on 9/11/02. In the middle of my first speech, the lights went out—I just continued speaking. After the meeting, because only one elevator was working—on emergency power—I, along with many others, walked 19 stories down a stairwell to the street. How eerie our descent was! And what a way to remember how blessed we are! Herein, some continuing thoughts on 9/11. Next month, back to business writing.
--Chuck Lustig, owner, ExcitingWriting Communications

Changes in Writing Since 9/11 Redux.

If you think back just one year ago, you remember some of the changes we went through as a nation: This attack was an act of war, even crueler than Pearl Harbor because those who died were innocent civilians. We found ourselves in a war against evil. Flags were flying everywhere, but not one plane was flying. The headlines screamed: “Why do they hate us?” Nobody wanted to go out. Comedians wouldn’t tell jokes. Saturday Night Live producer Lorne Michaels publicly asked Rudi Giuliani for permission to tell a joke.

Because I am a writer, I started noticing how my language, American, was being used. I could say English, but our language is more correctly called American, not English. Here are some changes in the way we’ve been using American since 9/11 and some words and phrases that will forever be linked to 9/11:

Connect the dots: In the 1970s, during the Watergate hearings, the operative phrase was, “What did the President know and when did he know it?” Today, by analogy, the phrase is “Connect the dots.” Could we have connected the dots and seen the plot that was about to unfold? We think of pieces of evidence as dots. We are haunted by dots. We must help our readers connect the dots—get to the meaning of what we write in fewer words. Credit goes to Maria Smith of The WordSmith Group, my editor/proofreader (wordsmithgroup@aol.com) for suggesting this connection to the Watergate hearings.

Homeland: Until President Bush proposed the Office of Homeland Security, the word “homeland” was rarely used in America. There’s a reason: The German translation of the word, Vaterland, or fatherland, was commonly used to describe the German nation. When Hitler came to power, his National Socialist agenda meshed perfectly with the Vaterland; thus, the word was expropriated by the Nazis. The word “homeland” was never used to describe “stateside” during WWII. It was called “the home front,” but never homeland. After WWII, the term “homeland” fell out of favor in Germany, but it is mentioned in the lyrics of the German national anthem. The source of this information is my good friend, Marion Schimmelpfennig, a copywriter and translator who lives just outside Bonn, Germany. (www.copywriting.de) She has recently started to see Vaterland used again, riding on a new wave of patriotism, just as the English word homeland came into use. Although “homeland” has a tainted past, the Bush administration saw a warm, evocative and underused word and decided to dust if off and make it respectable.

Axis of Evil: This is the phrase President Bush made famous in his State of the Union address early this year. It echoes the WWII phrase “Axis Powers,” used then to refer to Germany and Japan. It also makes the point that this is a war against evil and terrorism, not against Islam. The problem I have with “Axis of Evil” and “Axis Powers” as phrases that vilify is that the world revolves on an axis. I would hate to give those bad guys too much credit.

Ground Zero: This was a phrase that was in common usage before the September attacks and that has been forever changed. In fact, I recently heard the phrase used in a pre-9/11 recording to describe the Richardson (Texas) Telecom Corridor as “ground zero” in the meltdown of the telecommunications industry, and it felt as eerie as walking down 19 flights of stairs. When the media named the WTC-site “ground zero,” that site became the ultimate ground zero; we’ll never again use that term without invoking 9/11.

9/11: The very idea of the date standing for the entire event didn’t take hold for several weeks after … 9/11.

Weapons of Mass Destruction: This is scary language. A movie plays on a loop in my mind. Extreme close-up: A nozzle spraying a nameless atomized substance. Pull back to reveal the nozzle is part of a brightly painted crop duster flying at low altitude over a city. Cut to a black-and-white 1950s scene of business people on the ground wearing tweed suits and hats taking cover from an “A-bomb” attack. You see? This is too scary to relate to directly. After living through the anthrax and smallpox scares, it’s still too much to even imagine.

Jihad: The word is Islam for “struggle.” That is all it means. My good friend and neighbor, Talal Itani, says the world press and Zionists have unfairly expropriated the word and used it to mistranslate Quran passages. Yet I would say that certain terrorist organizations have prompted that expropriation based on the way those organizations have used that word.

Emblematic and symbolic: We’ve seen these words used so often since the attacks of 9/11. As I said in an earlier EWA issue, I think we’re all looking for symbols or emblems that tell a story that is still too big and too horrible for us to comprehend.

"Let's roll:" Those last words, spoken before the passengers of Flight 93 counterattacked, will forever live as a tribute to their heroism and all who died on that awful day. In my speech, I said, “How could anyone ever use that expression again? It belongs to the heroes of Flight 93.” And then, in closing the Rotary Club meeting, the president said—“Let’s roll!”—as though to demonstrate, “This is how it’s done.”

Yes, America has changed forever. And so has our language, American. So let’s roll!

About ExcitingWriting™ Communications

Exciting Writing Communications is business writing that turns heads, touches hearts and changes minds. It can be a powerful force that builds sales for your company. For virtually every kind of writing, including articles, white papers, annual reports and proposals, remember, if the writing is exciting, it’s ExcitingWriting! Please call me with your assignments!

Chuck Lustig

Tel: 972-867-7799

Email: clustig@excitingwriting.com
Did you find "Changes in Writing Since 9/11 Redux" helpful and relevant?
Yes
Somewhat
No





Copywriter
Creative Consultant

4517Briar Hollow Drive • Plano, Texas 75093
972.867.7799 • 972.867.7102 Fax

Discover ExcitingWriting™
www.marketnet.com/lustig
clustig@excitingwriting.com •  ExcitingWriting Communications

Send this email to a friend:
 



Powered by CoolerEmail

This CoolerEmail was sent to you on behalf of ExcitingWriting Communications. You can take your email address off ExcitingWriting Communications' email list, or update your profile and/or send comments to ExcitingWriting Communications. If you request to be taken off ExcitingWriting Communications' email list, ExcitingWriting Communications will honor your request pursuant to CoolerEmail's permission-based email terms and conditions.