That Was The Fortnight That Was 03-14 April
You taught me language…
Students of Shakespeare will know that this line goes on to say ‘…and my profit on’t/Is I know how to curse’. Don’t we all? This fortnight, punctuated by Easter, we were given several lessons in language. When is an appropriate moment to curse I will leave to your discretion. Fair to say that there are a few contenders.
Nevertheless, these two short weeks, the weeks around the Easter break, told us much about language. First, European Commission Vice President, Frans Timmerman, travelled to Albania to attend a sustainable tourism summit. But not just any sustainable tourism summit. No, this was the FESTA Sustainable Tourism Summit. See what they did there? FESTA. Sounds like a party from the word go. It was actually the Forum for Environmental Sustainability in Albania, but their work there was done. Words at work.
Well, no, the work was not quite done. In fact, the week before, there was a scene-setting press release from DG GROW concerning commitments made by various tourism organisations towards sustainability. It was called a ‘pathway’ which is a step forward from a roadmap, but the press release praises the ‘concrete steps’ that are being taken. Concrete steps? Really? Since when has concrete been considered a sustainable source? Words at work again, but this time, frankly, working against the goal.
Another way to use words is to make them say more, or less, than you want, so as to put forward a different story to the reality. Alternative realities, if you like. Take this example from Ryanair, an airline that usually says exactly what it means. 100% of Amsterdam flights powered by SAF, you say? Pretty damn good. Not possible, the nay-sayers say. Read on. 100% of flights will be 40% powered by SAF. Is it 40% of the time it works 100% or 100% of the time, it works 40%? So close. A good effort, worthy of praise, so why not say just that? O tempora, o mores!
Usually, you can rely on Ryanair to come directly to the point. Take this example… Direct and to the point. No real risk of confusion there. One can only conclude that Ryanair is now so big that the marketing department is allowed out on its own with the misleading press releases, but when they want to swing and not miss, Michael O’Leary is involved. He is, it is fair to say, and I don’t think he will mind me saying so, a man who having learnt language, knows how to curse.