Top Buzzwords of 2008 Presidential Campaign: Two Weeks Out


Bailout falls dramatically; Experience and

 

Gender Rise in Campaign Buzzword List

‘Change’ and ’Climate Change’ in statistical tie for top position

Austin, TX, USA October 21, 2008 – In an analysis completed just two weeks before the US Presidential Elections the Global Language Monitor has announced that Change and Climate Change remain in a statistical tie for top spot in its list of Political Buzzwords of the 2008 Presidential Campaign, with Bailout falling dramatically to No. 13.

 

“ In the Change ranking, Obama outdistanced McCain by a 3:2 ratio, while in the No. 2 Experience ranking, McCain held a 3:2 edge over Obama,” said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor. “Joe the Plumber and ACORN voter registration references broke into the Top 25, at No. 19 and No. 22, respectively.  In a related finding, Gender (No. 10) continued to rise as Race (No. 20) continued to fall, raising the question if gender is the new race?” 

 

Political buzzwords are terms or phrases that become loaded with emotional freight beyond the normal meaning of the word.  For example, the word surge has been in the English-language vocabulary since time immemorial.  However, in its new context as an Iraq War strategy, it inspires a set of emotions in many people far beyond the norm.

 

The rank of Top Election Buzzwords, past rank, and commentary follow.

 

1.        Change (1) — Obama has a 3:2 edge over McCain with Change

2.        Climate Change (2) — Global warming within 1/2 of 1% for the overall lead

3.        Experience (5) — McCain has 3:2 edge over Obama with Experience

4.        Recession (4) — World economy imploding but still not officially a ‘recession’

5.        Gasoline (6) — Up one as the price dropsa1

6.        Obama Muslim Connection (8) — A persistent topic in Cyberspace; up 2

7.        Subprime (7) — How we got into this mess in the first place

8.        Surge (10) — One of the Top Words from ‘07 moving up ‘ 08 chart

9.        “That one” (12) – The remark has spurred the Obama base: ‘I’m for That One’

10.      Gender (9) – Is ‘gender’ the new ‘race’?

11.      Lipstick (13) — Any talk of Lipstick seems to spur McCain-Palin base

12.      Obama smoking (11) – Surprise here; continues to draw interest

13.      Bailout (3) – Bailout, as a word, dramatically slipping as reality of the entire debacle sets in

14.      “Just Words” (20) — Hillary’s comment on Obama still echoes through the media

15.      Washington Talking Heads (21) – Up six this past week alone

16.      Palin Swimsuit (24) – Fueled by Alec Baldwin on SNL:  Balin’s ‘way hotter in person’

17.      Al Qaeda (14) — Always lurking beneath the surface

18.      Price of oil (15) – Weakens as price declines

19.      Joe the Plumber (NR) – Breaks into Top 25 in debut

20.      Race (16) – Continues to drop in media buzz

21.      Jeremiah Wright (19) — Dr. Wright remains on the radar, down from No.2 at start

22.      Acorn Voter Registration (NR) – Debuts in Top 25; dramatic move over last week

23.      Internet fundraising (17) — Loses luster as story; down 6 more spots

24.      Rezko (25) — Obama’s relationship with Tony Rezko breaks into Top 25

25.      Raise taxes (18) Raise Taxes No 25; cut taxes No. 27:  Are you Listening?

 

Others

26.      Hockey Mom (22) – Loses a bit of steam

27.      Cut taxes (26) Both ‘cut’ and ‘raise’ down this week, again

28.      Nuclear Iran (23) Peaked out at No. 18

 

The ranking is determined by GLM’s PQI Index, a proprietary algorithm that scours the global print and electronic media, the Internet, and blogosphere for ‘hot’ political buzzwords and then ranks them according to year-over-year change, acceleration and directional momentum.  Using this methodology, GLM was the only media analytics organization that foresaw the ’04 electorate voting with their moral compasses rather than their pocketbooks.  

 

The Top Political Buzzwords for the 2006 Midterm Elections included:  Throes, Quagmire, Credibility, Global Warming, and Insurgency; the Top Political Buzzwords from the 2004 Campaign included:  Swift Boats, Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


Final Debate Analysis: Sharp Contrast to Earlier Debates Analysis


 

 

       Listen to the Interview on WNYC/PRI

 

 

 

 

 

The Final Debate: 

Obama & McCain Differ Sharply

 

Obama Doubles Use of Passive Voice Over McCain

Memorable quotes: ‘Joe the Plumber’; ‘I am not President Bush’

Austin, Texas, USA.   October 16, 2008.  In a linguistic analysis of the final Presidential Debate between Barack Obama and John McCain, the Global Language Monitor has found that in sharp contrast to prior debates, Obama’s use of the passive voice doubled that of McCain (and was significantly higher than he typically uses).  The use of the passive voice is considered significant in political speech because audiences generally respond better to active voice, which they tend to view asmore direct.  On a grade-level basis, Obama came in at 9.3 with McCain scoring grade level, while McCain came in at 7.4, a difference of nearly two grade levels.  The debate took place at Hofstra University, in Hempstead, New York.  

 

The statistical breakdown follows.  

 

  Obama McCain Difference
       
Words 7,146 6,562 584
Words/Sentence 19.4 15.2 4.2
Sentences/Paragraph 2.0 2.1 5%
Characters/Word
4.4
4.4
0%
Passive Voice (%)
6%
3%
100%
Reading Ease
62.6
68.6
6
Grade level
9.3
7.4
1.9

 

 

 

Using industry-standard tools and techniques, GLM ranks the candidates’ speech on a number of levels from grade-reading level, the use of the passive voice, a reading ease score (the higher, the easiest to understand), the number of words per sentence, the number of characters per word, among others.   

“Again, word choice and usage speaks volumes,” said Paul JJ Payack, GLM’s President & Chief Word Analyst. “Obama came in at a higher grade level than his previous efforts, but McCain was somewhat easier to understand.  Obama’s significantly higher use of the passive voice combined with his frequent use of the word ‘I’ perhaps indicated an impatience with his opponent  last witnessed in his debates with Hillary Clinton.” 

 

Read:   L’Histoire’s    La Langue des Campagnes

 

Obama used the personal pronoun, ‘I’ about 158 times in the debate, while McCain used the word some 119 times.   Memorable phrases include more than a dozen references to ‘Joe the Plumber,’ one Joe Wurzelbacher of Holland, Ohio, and John McCain’s ‘I am not President Bush’ retort to Sen. Obama’s attempt to link his policies to those of the current president. 

 

 


  Nicholas Kristof, The New York Times

 

 

For comparison purposes, here are the results last week’s Town-hall style debate. That debate was notable in the fact that the questions asked by the audience outdistanced both Obama and McCain in the grade-level ranking category.  Perhaps, the most memorable phrase from that debate is perhaps ‘’That one!” the term McCain used to refer to Obama.  “That One” has already joined GLM’s analysis of the Top Political Buzzwords of the 2008 Campaign.   

 

  Obama McCain Difference
       
Words 7,146 6,562 584
Words/Sentence 19.4 15.2 4.2
Sentences/Paragraph 2.0 2.1 5%
Characters/Word 4.4 4.4 0%
Passive Voice (%) 6% 3% 100%
Reading Ease 62.6 68.6 6
Grade level 9.3 7.4 1.9

 

  

See also:  Obama as a Top Word of 2008

See also:  ObamaSpeak

See also:  Obama Victory Speach Ranked

See also:  Obama Acceptance at 9th Grade Level

 

 

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


The US Presidential Election and the Financial Tsunami


The US Presidential Election and the Financial Tsunami

 

Seemingly chaotic events reflect normalcy of new reality

 

 

Austin, Texas, USA.   October 20, 2008. The worldwide financial tsunami that has captured the attention of the worldwide media (as well as governments, corporations and ordinary citizens), has come to dominate one of the great quadrennial media events of the post-Modern era.  No, we are not referring to the Olympics, most recently held in Beijing, or even football’s World Cup but, rather, the US Presidential elections.The immediate effect of this unprecedented upheaval of global markets is the obfuscation of the clear lines of division offered by the opposing parties in the US Presidential Elections. There is the sense that we are witnessing an unprecedented historical event; historical in the sense that we now appear to be standing astride (or atop) a cusp in history, a delta, a decision point, what is now called a point of inflection or inflection point.Watching the nightly news and reading the traditional (for the last two centuries, that is) media, one has the distinct sense that what they perceive as unprecedented almost chaotic circumstances is actually that of the normalcy of the new reality, that of communications at the speed of light that the internet has foisted upon us.  We keep hearing about this most unusual of election cycles, but this is only true when looking through the prism (and historical construct) of the traditional news gathering operations. What is called the 24-hour News Cycle is actually just the tip of the Tsunami washing over the planet at a steady speed and ever-quicker pace.  Indeed, the nature of the beast hasn’t change at all.  It is our outdated techniques, that haven’t kept up with the new reality:  News now emanates at the speed of thought, from tens of thousands or, even, millions of sources.The nature of a Tsunami is little understood other than the tremendous damage it unleashes when it washes ashore.  What we do know, however, is that a tsunami travels in exceedingly long waves (tens of kilometers in length) racing through the oceanic depths at hundreds of kilometers per hour.  Only upon reaching the shore is its true destructive power unleashed for all to see (if they survive to witness it at all).  In the same manner, the traditional media become transfixed with the roiling surface seas but fail to acknowledge the more sustained and significant, movements occurring just beneath the surface.The surface swirls about in fascinating eddies, but the true transformation is occurring as the nearly undetectable waves rush through the open sea only occasionally, though dramatically, making their way onto shore.  In the same manner, the traditional media focuses on the Twenty-four-hour News Cycle but seem to miss the strong and prevalent currents immediately beneath the surface.  They vainly attempt to tie global, transformative, and unprecedented events to relatively parochial events and forces (the Reagan Years, the Clinton administration, Bush 41 and 43, the de-regulation initiatives of Alan Greenspan of  ‘99) that are being all but over-shadowed (and –whelmed) by unyielding and all-but irresistible forces.There is an almost palpable sense and correct sense that things are 1) changing forever, 2) out of our control (or even influence), and 3) will have a direct impact upon the planet for generations to follow.What we can control, and make sense of, however, is a candidate’s wink, smirk or disdainful reference.  We can emphatically pin down our opponents into convenient sound bites, hopefully contradicting earlier sound bites.  Do you personally take responsibility for Climate Change?  (Does the fact that New York City was beneath 5,000 feet of Ice a few dozen centuries ago influence your vote today? A yes or no will suffice!)  Is your personal philosophy, whatever it might be, grounded in a belief system that I can systematically debunk and demean.  (Yes or no.)  Are you for or against atom smashers creating miniscule black holes that may or may not swallow up the Earth?   (Answer yes and you are a barbarian; answer no and you have absolutely no respects of the future prospects of the human race.)  Did you ever consider yourself a loser (at any point in your life)?  Did you ever make the acquaintance of fellow losers?  Nevertheless, the US Presidential Election will proceed to its own conclusion on the first Tuesday of November in the year two thousand and eight.For the preceding five years, The Global Language Monitor has attempted to clarify the course (and future course) of human events as documented in the English language.The tools at our disposal have sometimes allowed us to peer into events and trends that become, otherwise, obscured, by the ‘noise’ of the Twenty-four Hour News Cycle.Our goal was, and continues to be, to extricate (and explicate upon) the true currents underpinning the events we call news, and to better understand what they mean and how they are perceived with the new media reality in mind.For example, back in the days preceding the 2004 Presidential election cycle, GLM discovered the fact that once ideas, words and phrases were launched into the vast, uncharted, oceanic Internet, they do not, indeed, die out after twenty-four hours but, rather, travel in deep, powerful currents and waves (not unlike those of a tsunami) that only grow stronger as they make their ways to distant shores.In this new reality, tsunami-like ideas pass through vast seas of information of the Internet, nearly undetected and often unmeasured, until they crash upon our shorelines, where their full power (and possibly fury) is unleashed.The fact that we only entertain them for 24 hours before they are dispatched into the archives of what is considered ‘past’ or ‘passed’ and readily discarded, is beyond the point.We often hear that ‘we’ve never seen anything like this’ before.  Of course not.  Think back a few hundred years to other information revolutions, such as that introduced along with mechanical type.  What do you think the fortunate few thought when they first laid their eyes upon the works of Aristotle, the Bible, or the Arabic translations of Euclid?  No one had ever seen anything like that before!  Indeed. And astonishment will only become more so as the future unfolds. – Paul JJ Payack, President & Chief Word Analyst, The Global Language Monitor

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


Top Buzzwords of Presidential Campaign 3 Weeks Out


 

 

Key Findings:

 

 

1.  ‘Gender’ trumps ‘Race’

2.  Experience is issue with Obama

3.  Obama Muslim rumors persist

 

Austin, TX, USA October 13, 2008 – In an analysis completed just weeks before the US Presidential Elections, the Global Language Monitor has announced that Change, Climate Change & Bailout stood atop the Top Political Buzzwords List released earlier today.  

It also found that ‘Gender’ now trumps ‘Race’, while questions about ‘experience’ remain an issue for both parties with Obama receiving 2.4 times more citations than Palin.  The analysis also determined that frequently discounted Obama Muslim-related rumors continue to persist, actually moving up on the chart. 

As this election cycle swings into its final phase, once again we are the seeing that the latest headlines are not always indicative of what is actually happening in the global print and electronic media, on the Internet and throughout the Blogosphere.  As in 2004, those paying too much attention to the ’24 Hour News Cycle’ are apt to miss the larger trends that will play a decisive role in the outcome of this election”, said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor. 

The complete list of Top Political Buzzwords, with ranking and commentary follow.

  PQI Oct 7, 2008 Comment
Rank    
1 Change  No 1 for the entire election Cycle; good bet for Word of the Year
2 Climate Change Bigger than ‘Bailout’ bigger than ‘Recession’
3 Bailout  Not even on the radar 90 days ago
4 Recession World economy imploding but still not officially a ‘recession’
5 Experience  Obama’s experience questioned 2.4 X more than that of Palin
6 Gasoline Though prices are dropping, still No. 5
7 Subprime How we got into this mess in the first place
8 Obama Muslim Connection A persistent topic in Cyberspace; up 7 spots
9 Gender Up 12 spots; more of an issue than ‘race’
10 Surge One of the Top Words from ’07 moving up ‘ 08 chart
11 Obama smoking Surpirse here; more recognition than one might anticipate
12 “That one” Has spurred the Obama base with ‘I’m for That One’ slogans
13 Lipstick Any talk of Lipstick seems to spur McCain-Palin base
14 Al Qaeda Always lurking beneath the surface
15 Price of oil A weaker issue as price declines
16 Race Falls from No. 4 in earlier survey as gender gains
17 Internet fundraising Loses some luster as it becomes normal (down 8 spots)
18 Raise taxes Causes more concern than ‘Cut taxes’ at No. 24
19 Jeremiah Wright  Dr. Wright remains on the radar though falling from No. 2
20 “Just Words”  Hillary’s comment on Obama still echos through the media
21 Washington Talking Heads Still in the Top Twenty, falling from No. 16.
22 Hockey Mom Causes headlines but not a top issue
23 Nuclear Iran Jumps into the Top 25 as issue persists
24 Palin Swimsuit Thankfully falls behind ‘Nuclear Iran’ as issue
25 Rezko Obama’s relationship with Tony Rezko breaks into Top 25
25 Cut taxes Not so much of a hot button as ‘Raise Taxes’ at No. 17

 

  

   For more on the Myth of the Twenty-four Hours News Cycle

 

 

   The Top Political Buzzwords for the 2006 Midterm Elections included:  Throes, Quagmire,

   Credibility, Global Warming, and Insurgency.  

 

   The Top Political Buzzwords from the 2004 Presidential Campaign included:  Swift Boats,

   Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

 

 

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


Change, Climate Change & Bailout Top Political Buzzwords News

 

Change, Climate Change & Bailout Top Political Buzzwords with 3 Weeks Remaining

 

 

Key Findings:

 

1.  ’Gender’ trumps ‘Race’

2.  Experience is issue with Obama

3.  Obama Muslim rumors persist

 

Austin, TX, USA October 13, 2008 – In an analysis completed just weeks before the US Presidential Elections, the Global Language Monitor has announced that Change, Climate Change & Bailout stood atop the Top Political Buzzwords List released earlier today.

It also found that ‘Gender’ now trumps ‘Race’, while questions about ‘experience’ remain an issue for both parties with Obama receiving 2.4 times more citations than Palin.  The analysis also determined that frequently discounted Obama Muslim-related rumors continue to persist, actually moving up on the chart. 

As this election cycle swings into its final phase, once again we are the seeing that the latest headlines are not always indicative of what is actually happening in the global print and electronic media, on the Internet and throughout the Blogosphere.  As in 2004, those paying too much attention to the ’24 Hour News Cycle’ are apt to miss the larger trends that will play a decisive role in the outcome of this election”, said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor.

The complete list of Top Political Buzzwords, with ranking and commentary follow.

  PQI Oct 7, 2008 Comment
Rank  
1 Change No 1 for the entire election Cycle; good bet for Word of the Year
2 Climate Change Bigger than ‘Bailout’ bigger than ‘Recession’
3 Bailout Not even on the radar 90 days ago
4 Recession World economy imploding but still not officially a ‘recession’
5 Experience Obama’s experience questioned 2.4 X more than that of Palin
6 Gasoline Though prices are dropping, still No. 5
7 Subprime How we got into this mess in the first place
8 Obama Muslim Connection A persistent topic in Cyberspace; up 7 spots
9 Gender Up 12 spots; more of an issue than ‘race’
10 Surge One of the Top Words from ‘07 moving up ‘ 08 chart
11 Obama smoking Surpirse here; more recognition than one might anticipate
12 “That one” Has spurred the Obama base with ‘I’m for That One’ slogans
13 Lipstick Any talk of Lipstick seems to spur McCain-Palin base
14 Al Qaeda Always lurking beneath the surface
15 Price of oil A weaker issue as price declines
16 Race Falls from No. 4 in earlier survey as gender gains
17 Internet fundraising Loses some luster as it becomes normal (down 8 spots)
18 Raise taxes Causes more concern than ‘Cut taxes’ at No. 24
19 Jeremiah Wright Dr. Wright remains on the radar though falling from No. 2
20 “Just Words” Hillary’s comment on Obama still echos through the media
21 Washington Talking Heads Still in the Top Twenty, falling from No. 16.
22 Hockey Mom Causes headlines but not a top issue
23 Nuclear Iran Jumps into the Top 25 as issue persists
24 Palin Swimsuit Thankfully falls behind ‘Nuclear Iran’ as issue
25 Rezko Obama’s relationship with Tony Rezko breaks into Top 25
25 Cut taxes Not so much of a hot button as ‘Raise Taxes’ at No. 17

 

For more on the Myth of the Twenty-four Hours News Cycle

 

 

The Top Political Buzzwords for the 2006 Midterm Elections included:  Throes, Quagmire,

Credibility, Global Warming, and Insurgency.

 

The Top Political Buzzwords from the 2004 Presidential Campaign included:  Swift Boats,

Flip Flop, Quagmire, Fahrenheit 911, Misleader, and Liar!

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


A Historical Inflection Point


The US Presidential Election and the Financial Tsunami

Seemingly chaotic events reflect normalcy of new reality

A Historical Inflection Point

Austin, Texas, USA. October 13, 2008. The worldwide financial tsunami that has captured the attention of the worldwide media (as well as governments, corporations and ordinary citizens), has come to dominate one of the great quadrennial media events of the post-Modern era. No, we are not referring to the Olympics, most recently held in Beijing, or even football’s World Cup but, rather, the US Presidential elections.

The immediate effect of this unprecedented upheaval of global markets is the obfuscation of the clear lines of division offered by the opposing parties in the US Presidential Elections.

There is the sense that we are witnessing an unprecedented historical event; historical in the sense that we now appear to be standing astride (or atop) a cusp in history, a delta, a decision point, what is now called a point of inflection or inflection point.

Watching the nightly news and reading the traditional (for the last two centuries, that is) media, one has the distinct sense that what they perceive as unprecedented almost chaotic circumstances is actually that of the normalcy of the new reality, that of communications at the speed of light that the internet has foisted upon us.

We keep hearing about this most unusual of election cycles, but this is only true when looking through the prism (and historical construct) of the traditional news gathering operations. What is called the 24-hour News Cycle is actually just the tip of the Tsunami washing over the planet at a steady speed and ever-quicker pace. Indeed, the nature of the beast hasn’t change at all. It is our outdated techniques, that haven’t kept up with the new reality: News now emanates at the speed of thought, from tens of thousands or, even, millions of sources.

The nature of a Tsunami is little understood other than the tremendous damage it unleashes when it washes ashore. What we do know, however, is that a tsunami travels in exceedingly long waves (tens of kilometers in length) racing through the oceanic depths at hundreds of kilometers per hour. Only upon reaching the shore is its true destructive power unleashed for all to see (if they survive to witness it at all).

In the same manner, the traditional media become transfixed with the roiling surface seas but fail to acknowledge the more sustained and significant, movements occurring just beneath the surface.

The surface swirls about in fascinating eddies, but the true transformation is occurring as the nearly undetectable waves rush through the open sea only occasionally, though dramatically, making their way onto shore.

In the same manner, the traditional media focuses on the Twenty-four-hour News Cycle but seem to miss the strong and prevalent currents immediately beneath the surface. They vainly attempt to tie global, transformative, and unprecedented events to relatively parochial events and forces (the Reagan Years, the Clinton administration, Bush 41 and 43, the de-regulation initiatives of Alan Greenspan of ‘99) that are being all but over-shadowed (and –whelmed) by unyielding and all-but irresistible forces.

There is an almost palpable sense and correct sense that things are 1) changing forever, 2) out of our control (or even influence), and 3) will have a direct impact upon the planet for generations to follow.

What we can control, and make sense of, however, is a candidate’s wink, smirk or disdainful reference. We can emphatically pin down our opponents into convenient sound bites, hopefully contradicting earlier sound bites. Do you personally take responsibility for Climate Change? (Does the fact that New York City was beneath 5,000 feet of Ice a few dozen centuries ago influence your vote today? A yes or no will suffice!) Is your personal philosophy, whatever it might be, grounded in a belief system that I can systematically debunk and demean. (Yes or no.) Are you for or against atom smashers creating miniscule black holes that may or may not swallow up the Earth? (Answer yes and you are a barbarian; answer no and you have absolutely no respects of the future prospects of the human race.) Did you ever consider yourself a loser (at any point in your life)? Did you ever make the acquaintance of fellow losers?

Nevertheless, the US Presidential Election will proceed to its own conclusion on the first Tuesday of November in the year two thousand and eight.

For the preceding five years, The Global Language Monitor has attempted to clarify the course (and future course) of human events as documented in the English language.

The tools at our disposal have sometimes allowed us to peer into events and trends that become, otherwise, obscured, by the ‘noise’ of the Twenty-four Hour News Cycle.

Our goal was, and continues to be, to extricate (and explicate upon) the true currents underpinning the events we call news, and to better understand what they mean and how they are perceived with the new media reality in mind.

For example, back in the days preceding the 2004 Presidential election cycle, GLM discovered the fact that once ideas, words and phrases were launched into the vast, uncharted, oceanic Internet, they do not, indeed, die out after twenty-four hours but, rather, travel in deep, powerful currents and waves (not unlike those of a tsunami) that only grow stronger as they make their ways to distant shores.

In this new reality, tsunami-like ideas pass through vast seas of information of the Internet, nearly undetected and often unmeasured, until they crash upon our shorelines, where their full power (and possibly fury) is unleashed.

The fact that we only entertain them for 24 hours before they are dispatched into the archives of what is considered ‘past’ or ‘passed’ and readily discarded, is beyond the point.

We often hear that ‘we’ve never seen anything like this’ before. Of course not. Think back a few hundred years to other information revolutions, such as that introduced along with mechanical type. What do you think the fortunate few thought when they first laid their eyes upon the works of Aristotle, the Bible, or the Arabic translations of Euclid? No one had ever seen anything like that before! Indeed.

And astonishment will only become more so as the future unfolds.

– Paul JJ Payack, President & Chief Word Analyst, The Global Language Monitor

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


VP Debate Grade-level Ranking

Verizon, Subway & Pepsi among top Ambush marketers at Vancouver Games

Winter Olympics tracked by the TrendTopper Ambush Index

Canadian companies Roots Canada and Lululemon lead Overall Rankings

Austin, Texas.  February 18, 2010 – Verizon, Subway, and Pepsi are among the top ‘Ambush’ marketers for the opening weekend of the Vancouver 2010 Olympic Winter Games according to the TrendTopper Ambush Index (TrendTopper AI™) of Austin-based Global Language Monitor. Ambush marketers are companies that attempt to associate themselves with an event even though they are not ‘official’ sponsors of that event.  Of course, it should be noted that alleged ‘ambush’ marketers generally disagree with this designation, insisting that they are simply pursuing marketing ‘best practices’.

Naming and shaming for Olympic ambush marketers (Reuters)

The TrendTopper Ambush Index tracks brand media presence in relation to the Winter Games.  It’s based upon GLM’s Predictive Quantities Index, a proprietary algorithm that tracks words and phrases in print and electronic media, on the Internet and throughout the blogosphere, now including social media. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For the 2009 – 2012 Olympic Quadrennial, there are nine Global Partners:  Coca-Cola, Acer, GE, McDonalds, Omega, Panasonic, Samsung, Visa, and AT&T.  The United States Olympic Committee (USOC) has two additional national partners:  P&G and the Budweiser unit of inBev. The Canadian Olympic committee has a number of local partners, of which five were included:  Deloitte, Tyson Foods, United Airlines, Hilton and Nike.

For this analysis, the alleged Ambush Marketers included:  Verizon, Subway, Pepsi, MasterCard and Adidas in the Global Category. The National Category included Lululemon Athletica, Blenz Coffee, Roots Canada, Scotiabank, and Howe Sound Brewing.    Past sponsors, also,  who continue to enjoy the glow of past Olympic associations, such as: Allstate, Bank of America, Home Depot, and Lenovo were also included in the analysis.

“The TrendTopper MediaBuzz Ambush Index ranks all perceived Olympic sponsors according to their presence in the global media, whether or not they see themselves as such,” said Paul JJ Payack, president and chief word analyst of GLM.  “If they are statistically linked to the Vancouver Games, they qualify for the Ambush Index”.

The IOC defines ambush marketing as leveraging the “goodwill of the Olympic/Paralympic Movement by creating a false, unauthorized association with the Olympic/Paralympic Movement.”  Whether the marketer does this intentionally or inadvertently, it allows the marketer to benefit from an association with the Olympic Brand without providing any financial support to them.

The Top Twenty-five marketers as measured by brand media presence in relation to the Winter Games follow.

Rank (1-25), Marketer, and Affiliation

1.   Roots Canada — alleged Ambush Marketer

2.   Proctor & Gamble — USOC

3.   Deloitte — Canadian

4.   Budweiser unit of inBev — USOC

5.   Lululemon — alleged Ambush Marketer

6.   NBC unit of General Electric — IOC

7.   Tyson Foods — Canada

8.    McDonalds — IOC

9.    Polo Ralph Lauren — USOC

10.  Hilton — Canada

11.   Nike — Canada

12.  Verizon — Alleged Ambushed

13.  AT&T — IOC

14.  Subway — Alleged Ambusher

15.  Pepsi — Alleged Ambusher

16.  Coca-Cola — IOC

17.  MasterCard — Alleged Ambusher

18.  Omega — IOC

19.  United Airlines — Canada

20.  Adidas — Alleged Ambusher

21.  General Electric — IOC

22.  Visa — IOC

23.  Panasonic — IOC

24.  Samsung — IOC

25.  Acer — IOC

Over the course of the last several Olympiads (or quadrennials as they are now called), the IOC has significantly tightened the reins on the use of certain words without permission.  For example, the Canadian Parliament has restricted use of some fairly common words in certain combinations without specific permission.

For example, words on Lists 1 and 2 may not be combined.

List 1: Games, 2010, Twenty-ten, 21st, XXIst, 10th, Tenth, Xth, or Medals

List 2: Winter, Gold, Silver, Bronze, Sponsor, Vancouver, or Whistler

In the TrendTopper AI analysis, Marketers are ranked both by category and then overall.  Rankings are calculated, normalized and cross-indexed.

For trend analysis, momentum and velocity calculations, the TrendTopper AI analysis will be run at the halfway point of the Winters Games, with the final tally appearing after the Closing Ceremony.

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.


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