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Heather Unruh verbs the news
By adamg on Wed, 06/16/2010 - 1:34pm
DSG generally likes Channel 5's Heather Unruh, except when she says things like We're efforting this story:
... No, Heather, you are not efforting the story. Nobody is efforting the story. You're working on the story. You are tracking events. You will have more details later. You are NOT efforting, because it's not a word. It is something mediocre amateurs say to sound impressive, in the vain hope than nobody will figure out that they just pulled a piece of utterly nonsensical drivel out of, well, thin air. The AP Stylebook, the bible of journalists, is the accepted, authoritative source on what is and is not a word you can use in print or on the air. I have an AP Stylebook license. Efforting is not a word, Heather. Your news director and your producer will back me up on that. ...
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Comments
To quote Don Henley
"I just have to look good, I don't have to be clear."
Just another example of a media type trying to sound impressive.
Like when the local traffic reporters insist on telling us that an accident is "in the clearing stages" instead of "being cleared".
Why say "thunderstorms"
When "thunderstorm activity" has four whole extra syllables?
The Audience For Which They Aim...
... is comprised mostly of people who have no problem with the phrase "growing your business".
(Sorry. That's one of my linguistic pet peeves. Of course, yours may be painfully tortured nose-in-the-air constructions such as "The Audience For Which They Aim...")
Suldog
http://jimsuldog.blogspot.com
What if you own a tree farm?
Isn't your business growing then?
only if your sales are growing
trees grow on their own
Mrs Malaprop has competition
Mrs Unruh
For better or worse,
For better or worse, "efforting" is a pretty common phrase in "Think outside the box" style businessspeak now. You go on getting pissed about that and I'll go on getting pissed about how big of a whore Kesha (I refuse to spell it with a dollar sign) is and we'll both keep it to ourselves.
Ugh
People who say "efforting" are literally taking the "trial" out of trial and error.