Relay-Version: version B 2.10 5/3/83; site utzoo.UUCP
Posting-Version: version B 2.10.2 9/18/84; site sdcrdcf.UUCP
Path: utzoo!watmath!clyde!bonnie!akgua!sdcsvax!sdcrdcf!barryg
From: barryg@sdcrdcf.UUCP (Lee Gold)
Newsgroups: net.flame,net.tv,net.nlang
Subject: Re: Dept. of Misc. Petty Grievances
Message-ID: <1870@sdcrdcf.UUCP>
Date: Thu, 28-Mar-85 23:41:12 EST
Article-I.D.: sdcrdcf.1870
Posted: Thu Mar 28 23:41:12 1985
Date-Received: Sun, 31-Mar-85 03:03:52 EST
References: <469@vax2.fluke.UUCP>
Reply-To: barryg@sdcrdcf.UUCP (Lee Gold)
Distribution: net
Organization: System Development Corp. R+D, Santa Monica
Lines: 17
Xref: watmath net.flame:9034 net.tv:2728 net.nlang:2812
Summary: 

My own pet peeve among advertising stupidities is the use of the
moronic IS (oops, make that the moronic "*I*S*").

I first noticed it years ago in the ad "Paul Newman *I*S* Hud."
I've seen/heard it ad nauseam since then.
Now there's a dumb commercial running which says, "Dannon *I*S* Yoghurt."

My usual response is either "Nope, he/she/it isn't" or "Yeah, so what."
Then I dig out the remote control and mute the damn thing (on TV) or
turn the page (if it's a newspaper ad).

I've got nothing against tropes most of the time.
Synedoche (part for the whole--or whole for the part), metonymy
name of a thing/concept for that of a related/greater thing), etc. are
usually okay...in moderation.  But this *I*S* ...is beginning to get to me.

--Lee Gold