Someone sent me a note the other day that they were working on ramping up a new model for their agency. I remarked that I've spent my entire adult life attempting to ramp up a model.
I mean c'mon. WTF does ramp up a new model mean? Could you please speak English? Or as my Yiddishe mama would say, 'spik hanglish.' Those who write for the web or who work for web-focused agencies are usually the worst offenders. First off, they're usually tech-heads, so they're used to using complicated words like 'interface,' and second, they work in a medium that always seems to accommodate more words (they would say verbiage.) The discipline of print, where you pare, pare, pare is missing. So writing becomes lax, lazy and long.
I don't think saying words like modality, paradigm, etc. makes people sound smart. At one agency I worked at, a whole new language was created. There were mentors and mentees. Mentee is not a word. Protege is. I understand the English language is a mutable beast. But that does not mean it is an ever-expanding catch-basin for bullshit.
