Smarter Planet; Dumber Advertising
Posted by languageandgrammar on February 5, 2009
It must be something about companies with initials for names since both IBM and BMW are producing “smarter” products. In fact, IBM, which always has grand plans, wants to make the entire planet smarter.
Smart, as an adjective, typically means having a good intelligence, such as saying a straight-A student is smart. In a less formal way, smart is often used as a way to describe something that is sharp or impressive in appearance, as in He’s a smart dresser.
IBM and BMW are not talking about the sharpness of their products; they’re talking about the intelligence of their products, trying to correlate them with a product that can do more, be less ecologically damaging, or be safer as something that’s smarter than something that can’t. The problem, of course, is that inanimate objects can’t be smart or stupid.
Large corporations certainly know this, but they consider it to be a good marketing gimmick. IBM claims to be making smarter utilities (My electricity is smarter than your electricity), smarter traffic (I was in a brilliant traffic jam the last time I drove to New York City), smarter food (I guess it knows how to cook itself), and smarter infrastructure (Roads that fix their own potholes?)
All I’m saying is that it’s a good thing that I don’t work in marketing.
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