???
Example 2: ???A person-centric architecture is at the core of our products. Whether implemented
into an enterprise system or interfaced as a particularized solution, our laboratory
software offers unparalleled functional competence.???
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Example 3: ???Leverage the power of ever-increasing interconnected media channels by
inspecting them through a marketing lens. This integrative archetype affords businesses a
new context proven for retooling marketers to rethink clients working in a rewired
market.???
This trend toward what writer Erin Kissane calls ???zombie copy??? blossomed with the advent
of the Web, and hit critical mass around the time the first dot-com bubble burst in 2001.2
Traditional selling collateral rarely required such language because most sales efforts were
focused on consumers. But the economic tsunami of the technology sector brought a
massive influx of postmodern business-to-business marketing, and companies quickly
found themselves stumbling over superlatives, euphemisms, and run-on sentences. There??™s
no obvious reason why this occurred, but it??™s fair to say a combination of factors were at
work, including the following:
To make the product or service appear more complex than necessary
To make the company itself appear smarter than its customers and thus subconsciously
claim authority on the topic
To make their target audience feel smarter
To use the thesaurus more often
The trend, thankfully, seems to be waning.
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