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I just read another one of Stuart Elliott's advertising pieces in the New York Times. Is it just me or does his stuff read like a parody of the ad business?
In this breakthrough article, Elliott sincerely discusses the pressing issue of naming 2010:
"In less than two months, a new year will arrive, along with a new decade. Each year in the current decade has been spoken the long way, as in 'two thousand nine,' rather than the short way, as in 'twenty oh nine' (or even 'twenty ought nine').
In 2010, however, another option will present itself, echoing how people referred to years starting in the second decade of the 20th century: 'twenty ten,' just like 'nineteen ten,' rather than 'two thousand ten'.
Most people will have a couple of months to consider how they will refer to next year — but not the automakers, because a model year runs from Oct. 1 through Sept. 30."
Interviews with auto and ad execs reveal that Elliott's reporting is definitely not satire. These folks really spend time and money contemplating this triviality:
“It wasn’t really a ‘potato, potahto’ moment for us. Twenty ten feels a little slick, a little self-consciously futuristic, and there’s nothing worse than trying to position — or reposition, for that matter — yourself with forced lingo.” -- Jon Pearce, group creative director at Team One Advertising (Lexus' agency)
"Saying twenty ten is 'too colloquial,' and two thousand ten is 'more formal.'" -- Erin Poole, a spokeswoman for Toyota’s agency, the Los Angeles office of Saatchi & Saatchi
"Twenty ten sounds 'different, modern and progressive, which is very appropriate for the new Buick. It’s also a quicker, more intuitive read' for an announcer when time is at a premium." -- Steve Rosenblum, director for advertising and promotion for the Buick and GMC lines at G.M.
Here's an idea: Split test the pronunciation of 2010 to determine which ads pull better. Here's a better idea: Wake up and do something meaningful that will actually help sell cars.
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
No matter how it is put we can see how condescension is a tool of the anointed liberal to let us working or ill advised that because we do not hold Harvard or even New York University advanced or maybe even undergrad degrease our opinion is of no consequence. Oh that is only in your world.
The fact this country and people who possess more understanding and passion for living freely are taking back the power that was trusted with pollutions. We had allowed there antics from wanting to trust that the business of our government would be accomplished in a manor that was guided by the constitution. We have a strong belief in our free market system that is not to be misconstrued that free market means you can take whatever you want from us with out accountability or authority. The trust we gave is now broken by Pelosi, Obama, Reed, and the countless Czars who have crept into the Whitehouse under the cover of night. Well I can only see it is now come to Jesus time, Armageddon close and Ima-getting aggravated. Tea Party or Community Organized, we are taking it back. 2010 that is two thousand and ten not Madison Ave lingo but the talking from the heart and soul of America says your license to act is revoked. We are what we are, not what you say we are, we are Americans and to barrow a phase “hear us roar” We will vote as our heart dictates not as the party mandates, and what ever party is fortunate enough to receive our support will do so understanding they work for us not the vise versa. We will come together as a people in unison not as a union. We are awake and outside the box and will be heard.
Posted by: Rosenlundkv | November 03, 2009 at 04:57 PM
In racing circles the new model year is currently pronounced "Oh Ten" (0-10). This will, no doubt, trickle down to automotive media and then into the mainstream.
It's really no surprise. We "nickname" everything, often screwing it up in the process. How many times have you heard someone ask where the nearest "ATM machine" is? In that case, wouldn't it just be an "AT machine"?
Mark Gallagher
Brand Expressionist®
Blackcoffee
Posted by: Mark Gallagher | November 03, 2009 at 05:13 PM
I hadn't given it any thought until you brought it to my attention. I would've thought twenty-ten was fine, but on further reflection will refer to it as twhoa-whoa, as a phonetically slurred abbreviation of two-oh one-oh.
Actually, I probably won't. twenty ten will get the idea across better, if communication is the goal here.
Posted by: motownmutt | November 04, 2009 at 12:21 PM
Short beats Long almost everytime
Twenty-ten (3-syllables)
Two-oh-ten (3-syllables)
Two-oh-one-oh (4-syllables)
Two-thousand-&-ten (5-syllables)
Two-thousand-&-one-oh (6-syllables)
Posted by: Alan 'Brand' Williamson | November 05, 2009 at 02:30 PM