Phubbing is clever but contradictory - Howard Davidson Arlington MA

1. Phubbing Is Clever But
Contradictory
by
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA

2. Phubbing Is Clever But
Contradictory
McCann Melbourne made up the word phubbing. It’s a clever but
contradictory term coined by a group of lexicographers, poets and
authors.
You have to give these folks credit for cleverness: the ad agency
has actually invented a new word: “phubbing.” “Phubbing” refers
to the act of snubbing someone in a social setting by looking at
your phone instead of paying attention. Unlike the majority of
agency-created words, whose wide adoption is a happy accident,
McCann’s new word was specifically designed to get added to the
dictionary – 6th-edition Macquarie print dictionaries, to be exact.
You see, the entire “phubbing” phenomenon was part of an
elaborate campaign to promote Macquarie’s newest edition of
print (as in physical) dictionaries.
Slide By :- Howard Davidson Arlington MA

3. This is undoubtedly a clever
attempt
to
highlight
the
importance of maintaining a
current dictionary. At the same
time, the very thrust of the
campaign contradicts itself. If the
word “phubbing” reminds you
that it’s important to have an
updated dictionary, doesn’t it
also necessarily remind you that
any physical dictionary you buy
will sooner or later become
outdated?
Slide By :- Howard Davidson Arlington MA

4. Of course, physical dictionaries are far from
the easiest product to sell in today’s digitally
saturated marketplace. Ironically enough, the
campaign doesn’t mention that it’s, well, a
campaign, until the end of their video spot.
This means that many potential viewers will
not even catch that “phubbing” is a plug for
Macquarie’s dictionaries. In the end, a lot of
viewers may just look up the word on the web
– hardly a way to encourage customers to go
retro with a physical dictionary.
I think I am a chronic phubber.
Posted by Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA