The Skeptic's Dictionary (Photo credit: Wikipedia)
Here is some new language: Transfarency. And “Get your taxes won.”
And here is my reaction: What?
Let’s start with “Get your taxes won.” I guess it’s a word play on get your taxes done. But that makes no sense at all. In an article in Adweek, H&R Block’s chief marketing and strategy officer Kathy Collins said, "We know there are many correct ways to fill out a tax return and the IRS will accept all of them, but one way gets you the most money back."
Even accepting that premise, how does it translate into “won”? And while I am not suggesting that Jon Hamm, in his first pitchman role, is embarrassed by all this, but when he appears on camera he stands as stiffly as a condemned man about to be blindfolded.
And then there’s Transfarency. It’s Southwest’s attempt to say that there are no hidden extra fees when you travel with them. But as the cranky flier puts it, the airline is trying to get people to ignore the total cost to fly and instead just focus on fees. Because when it comes to fees, Southwest is always the lowest. When it comes to the total cost to fly? Not so much.
I am sure Southwest is not too worried about total costs. It has done a great branding job in getting fliers to believe they have the most economical fares. I just think Transfarency tries a little too hard to be clever, though it certainly beats Get your taxes won.
Get the idea?