as long as i’ve been in advertising i’ve noticed that several phrases get mis-used over and over by ad and marketing folks. “we honed in on this idea” should be ” we homed in on this idea”. not that makes particular sense either. to hone is to sharpen something. pigeons home in on things. usually their home. that’s pretty much all they do actually.
another word that regularly takes a beating is “poignant”. Poignant means emotionally affecting in some way. POIGNANT: 1. keenly distressing to the feelings: poignant regret.
2. keen or strong in mental appeal: a subject of poignant interest.
3. affecting or moving the emotions: a poignant scene.
4. pungent to the smell: poignant cooking odors.
Yet i have heard it used to mean “heighten effect of” innumerous times. I actually once heard someone say in reference to a slaptsick beer commercial edit “It would make the kick in the balls more poignant if…”
Glad i got that off my chest. I feel much better now!