So I’m walking through Waterloo station and I see this billboard claiming jargon-free insurance policies. Usually I don’t write about advertising because most of it irritates me; though I did like the little puppets that shout “C’mon!” But this billboard was right on my metaphorical platform.
I thought it would be worth testing whether spades really are being called spades at the moment, so I did a Phillips Weasel Index search using the whole world’s published articles about everything since 2003. I compared the number of articles mentioning the word spade with the number that use any of the synonyms for spade listed by Thesaurus.com. It’s bad news for Talknormalisers: it suggests you are about twice as likely to find someone literally not calling a spade a spade as you were six years ago.
For garden centre managers, driven insane that customers now take so long to ask for the product they want, this is – wait for it – groundbreaking research.