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Spreading the word
Page 66
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A road traffic accident by any other name...
We all know about reading between the lines but how about reading between the words? Word changes, however trivial they seem, can disguise huge shifts in emphasis and sometimes policy. Take road traffic accident. Makes crashes sound... well, accidental, doesn't it? And we all know, accidents will happen. Police forces now refer to collisions. Collisions usually aren't accidents, they're someone's fault. Accidents may always happen. but collisions can be prevented.
Remember the scandal of drunkendrivers from years ago? It's now correctly referred to as drink-driving because you don't have to be a drunk, or even to be drunk, to have impeded reactions due to alcohol.
Perhaps the word with the most expanded remit in the language is partner; it can mean anything from girlfriend to truck supplier. When did we become 'business partners' instead of hauliers, say, or journalists?
If you've noticed any old concepts being blessed with new names, contact us at commercial.motorerbi.co.uk. I'm off for a double-caf frappucino,.. I mean a coffee.