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Speaking Their Language

2/22/2011

2 Comments

 
Posted by BJ
While traveling recently I cam upon a sign that read, “We buy cars. Run or No Run. Give you much money.”

As I suspect would be the case for many of you, this immediately struck me as very incorrect language. Obviously, it should have read, “Whether the car is running or not” or something along those lines.

But then I gave this some thought. This sign was posted in an economically challenged area* and one in which the majority of people spoke little to no English. In all probability, using proper English would have resulted in the intended audience not understanding what was being offered.

So, while it might make any of us cringe to read such a sign, it is an excellent example of writing the intended audience.

*No Jon, I wasn’t hanging out in this part of town. I was passing through, having taken detour to bypass a congested highway.​
2 Comments
David Binnie
3/25/2016 03:46:07 pm

Many years ago I was visiting an associate company in Nigeria.
The General Manager was French and his deputy was Nigerian.
The ‘common’ language was English but I found it very difficult to understand what the two men said to each other.
So I had to ask the question “Monsieur G, as a native English speaker I find it difficult to understand your conversations with Mr O so how well do the two of you really communicate?”
“We communicate very well” he said. “I speak bad English. He speaks bad English. We speak the same language!”

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Duane Aubin
3/25/2016 03:46:17 pm

Leo Burnett, quoting Will Rogers, might suggest “those who don’t say ‘ain’t', ‘ain’t eating.’”

Burnett ushered in the “Chicago school” to rival the Madison standard in advertising’s golden age. He brought a refreshing colloquialism to copy that resonated with “regular people”.

So, yes, you’re right on the money – the audience is a critical factor in the diction and tone of the copy.

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