One thing that's often struck me about American English is that long words quite often seem to be preferred to shorter alternatives that are more likely to be used by British speakers of English.
One example I've heard in the last half hour is 'elevator', when Brits would go in a 'lift'. Another is 'expiration', when we woild settle for the shorter 'expiry'.
Is there any evidence that longer options are more frequently used in American English, and, if so, why should this be?
Virgin mile-high poetry
Today, I’m going to the USA for a week and have deliberately chosen to fly with Virgin, rather than the other airlines that fly to Los Angeles.
It’s nearly 25 years since I first went across the Atlantic on a Virgin flight – at a time when the upstart airline only had one leased Boeing 747-200 that spent all its time going backwards and forwards between Gatwick and Newark.
The prohibitive cost of advertising throughout the whole of the USA also prompted the airline's founder to embark on a series of stunts, like crossing the Atlantic in a speed boat, that attracted huge amounts of (free) publicity on American TV news networks.
Right from the start, Richard Branson knew exactly how much it would cost him to hand the plane back to Boeing if the venture didn’t work out. He also had the benefit of a couple of top tips from Freddie Laker, whose transatlantic Skytrain business had only recently collapsed.
One was that the Boeing 747-200 would be a better bet than the DC10s used by Skytrain, because the Boeings were big enough to bring in extra revenue by carrying cargo as well as passengers.
The other was not to concentrate on the backpacker end of the market, as Skytrain had done, but to cater for business passengers too.
So the upstairs deck in the early Virgin flights to Newark were set aside for the cheekily named ‘Upper Class’, which was soon attracting enough customers for it to be extended into the front section of the main deck as well.
It was helped along by two neat marketing ploys. One was summed up in the slogan ‘fist class quality at business class prices’, and the other was that Upper Class passengers were handed a plain brown envelope during the flight, in which there was a free coach-class ticket for another flight across the Atlantic.
On one occasion, I sat next to an English stockbroker who was working in New York. As his company let him decide on which airline to use for his regular transatlantic trips, there was no contest – he always flew on Virgin because the free ticket meant that both his parents were flying with him (for nothing and not for the first time) in the back of the plane.
In those early days, Virgin made a real effort to run Upper Class like a club, with a games area and a bottomless bar where you could go and chat to the itinerant rock 'n roll groups for whom Virgin had already become the airline of choice.
As you’d expect in a club, there was also a visitors’ book, in which customers' comments heaped at least as much praise on Virgin as the scorn they poured on British Airways and other competitors.
Nearly a quarter of a century later, one of the entries is still stuck firmly in my mind, and confirms yet again how effective simple poetic techniques like rhythm, rhyme and/or assonance can be, whether you’re writing a speech, a presentation or a comment in Virgin Atlantic's visitors’ book.
It was at a time when Britain’s (then) second biggest airline, the long-since defunct British Caledonian, was running TV commercials that showed air hostesses in kilts dancing along the aisle to entertain passengers – which must have inspired one wag to compose the following ditty for the Upper Class visitors’ book:
'B-Cal girls are all very fine
But give me a virgin every time.'
(Until 8th May, Virgin permitting, I’ll be in the USA, from where I hope to be able to carry on putting posts on the blog – but don’t be surprised if there’s a slight reduction in output during the next week).
Joanna Lumley's rhetoric outshines Clegg and Cameron
In a previous posting, I suggested that actors, with the notable exception of Ronald Reagan, aren’t always very effective speech-makers.
But yesterday, we saw actress and Gurkha justice campaigner Joanna Lumley showing two party leaders the virtues of brevity and enthusiasm when it comes to delivering a highly sound bite (rounded off with a nice simple three-part list):
LUMLEY: When it came through – we saw it on the screen in the corner I can’t tell you the sense of elation, the sense of pride: pride in our country, pride in the democratic system, pride in our parliament…
By comparison, the reactions of Messrs Clegg and Cameron came across as rather long-winded and their impact was arguably weakened by their eagerness to use the victory to get other political points across:
CLEGG: It's a victory for the rights of Gurkhas who have been waiting for so long for justice. It's a victory for Parliament over a government that just wasn't prepared to listen. But actually the biggest victory of all... it's a victory of decency. It's the kind of thing that I think people want this country to do - that we pay back our obligations, our debt of gratitude towards generations of Gurkhas who have laid their lives on the line for our safety. I'm immensely pleased that David Cameron and I have been able to work on this together, that Labour backbenchers have also been brave enough to vote with their consciences. It was a cross-party effort. It was a great, great day for everybody who believes in fairness and decency in this country.
CAMERON: Today is an historic day where Parliament took the right decision, that the basic presumption that people who fight for our country should have a right to come and live in our country has been set out very clearly. And the government now have got to come back with immediate proposals, so that those Gurkhas that have been waiting so long now for an answer can have that answer. It can be done. We've set out a way for it to be done that doesn't ruin our immigration system and it should be done. And I think everyone should say congratulations to Joanna Lumley for the incredible campaign that she's fought, with all these brave Gurkhas, some of them very old and very infirm, coming to Parliament again and again. The government attempted a shoddy deal today to try and buy off some of their backbenchers. And I'm proud of the fact that it didn't work and I'm proud of all those Labour MPs who joined us in the lobby - and actually got the right result for Britain and the Gurkhas.
But yesterday, we saw actress and Gurkha justice campaigner Joanna Lumley showing two party leaders the virtues of brevity and enthusiasm when it comes to delivering a highly sound bite (rounded off with a nice simple three-part list):
LUMLEY: When it came through – we saw it on the screen in the corner I can’t tell you the sense of elation, the sense of pride: pride in our country, pride in the democratic system, pride in our parliament…
By comparison, the reactions of Messrs Clegg and Cameron came across as rather long-winded and their impact was arguably weakened by their eagerness to use the victory to get other political points across:
CLEGG: It's a victory for the rights of Gurkhas who have been waiting for so long for justice. It's a victory for Parliament over a government that just wasn't prepared to listen. But actually the biggest victory of all... it's a victory of decency. It's the kind of thing that I think people want this country to do - that we pay back our obligations, our debt of gratitude towards generations of Gurkhas who have laid their lives on the line for our safety. I'm immensely pleased that David Cameron and I have been able to work on this together, that Labour backbenchers have also been brave enough to vote with their consciences. It was a cross-party effort. It was a great, great day for everybody who believes in fairness and decency in this country.
CAMERON: Today is an historic day where Parliament took the right decision, that the basic presumption that people who fight for our country should have a right to come and live in our country has been set out very clearly. And the government now have got to come back with immediate proposals, so that those Gurkhas that have been waiting so long now for an answer can have that answer. It can be done. We've set out a way for it to be done that doesn't ruin our immigration system and it should be done. And I think everyone should say congratulations to Joanna Lumley for the incredible campaign that she's fought, with all these brave Gurkhas, some of them very old and very infirm, coming to Parliament again and again. The government attempted a shoddy deal today to try and buy off some of their backbenchers. And I'm proud of the fact that it didn't work and I'm proud of all those Labour MPs who joined us in the lobby - and actually got the right result for Britain and the Gurkhas.
Subscribe to:
Comments (Atom)