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What do top English words tell?

By Xiao Xiaoyan (China Daily)

Ten years ago, no one had heard of “H1N1”, “Web 2.0”, “n00b”, or talked about “de-friending” someone on “Twitter” or “Facebook”. Now these are part of people’s everyday vocabulary.

The world is changing. Inevitably, so are our words.

The English language is going through an explosion of word creation. New words are coined – some, like “n00b”, may not even look like words; old words take on new meanings – “twitter” today bears little relation to the Middle English twiteren. According to the Global Language Monitor (GLM), in 2009 the English language tipped the scales with a vocabulary of one million words. Not good news for the 250 million people acquiring English in China.

GLM, the San Diego-based language watcher, publishes annual lists of top words and phrases by tracking words in the global print and electronic media, the Internet, blogs, and social media such as Twitter and YouTube.

Each year’s list reflects major concerns and changes taking place that year. For instance, from the 2009 list, we have to acknowledge the fact that technology is reshaping our ways of living (twitter, web 2.0).

We need to face up to the after-effects of a “financial tsunami” (stimulus, foreclosure), a pandemic (H1N1), the death of revered pop icon (MJ, King of Pop) and the debates over “healthcare reform” and “climate change” that mark the year.

A quick rundown of GLM’s top words/phrases of the decade is precisely like watching clips of a documentary of the decade. From the lists we are reminded of the series of world-shaping events from 9/11(2001), tsunami (2004) to H1N1 (2009), and we see the huge impact the Internet and new technologies have made on our lives, from the burst of the “dot.com bubble” (2000) to blog (2003), Google (2007) and Twitter (2009), which represent a new trend in social interaction.

The lists are also witnesses of the influences of entertainment sector such as the film “Brokeback” (2004) a new term for gay to “Vampire” (2009), now a symbol of unrequited love. Michael Phelps’s 8-gold-medal accomplishments at the Beijing Olympics had created a Phelpsian (2008) pheat.

The Chinese equivalence of top words came in a more complex fashion. First there are lists of expressions only, not single words. Second, there exist two completely separate lists. One is the list of top expressions from mainstream print media, while the other popular Internet expressions is selected annually from netizen votes.

The mainstream list first appeared in 2002; the Internet version came out in 1999. What is most interesting is that the top expressions on the two sets of lists rarely overlap: The one being mostly concerned with what is public, official, involving macro concerns and interests; the other being private and personal, reflecting attitudes and feelings of the younger generation.

Just like the English top words lists, the Chinese mainstream lists also reflect major events, albeit with a different angle, for instance, anti-terror (2002), Saddam Hussein (2003), bird flu (2004), prisoner abuse (2004) and G20 Summit (2009). The Chinese press also seem much more concerned with the two Olympics and the two World Cups taking place during the decade.

Internet-spawned new words are also creeping into the Chinese language: texting, blog, Baidu (Google’s main competitor in China) and QQ (the Chinese social-networking site) became buzz-words in China, though somewhat later than their English counterparts.

The Chinese entertainment sector is leaving a much bigger impact on the language. Famous lines from Chinese movies or popular shows pass on to become everyday expressions. For instance, “Integrity makes the man” from Cell Phone; “You will pay for what you have done sooner or later” from the Hong Kong movie “Infernal Affairs,” which most Chinese people believe was copied by Hollywood in “The Departed.” ” Money is not a problem” a theme line from a popular skit has become the standard version to satirize certain Chinese people’s pompous attitude to money and concern over face rather than over efficiency.

Green living as a concept is becoming a focus of concern in China too, though on a delayed time schedule. Compared with the fact that “climate change” has dominated the English lists since 2000, the Chinese version didn’t become a top expression till 2009, though expressions like “energy-conservation society” and “energy conservation and emissions reduction” did make their way to the 2005 and 2008 lists.

Although Chinese top expressions demonstrate similar trends to those in English, there are a few most distinctive features. A strong political flavor is found in the Chinese list as reflected in top expressions like the Three Represents (2002), Scientific Approach to Development (2004), and Peaceful Development (2005).

Another most outstanding feature of the Chinese lists is the contrast between the mainstream print media and the Internet: The English lists represent the spread of words in both print and digital media, the Internet, blogs and social media. The Chinese Internet buzzwords are mostly used on the Internet; although many have passed on into everyday life, only a small number have crept into the mainstream media.

Unlike the mainstream media, popular Internet expressions represent what the ordinary Chinese people are actually talking about in non-official contexts. Most of the expressions are highly colloquial, living, creative, and can be cynical. Some of the expressions reveal the new values and attitudes towards current affairs. For instance, da jiang you, which literally means “on the way to get soy sauce”, speaks of a “not concerned” or “staying out of it” attitude. This attitude is also reflected in the expression: zuo fu wo cheng, which literally means “doing push-ups”, in other words not paying any attention to what’s happening.

Some Internet words have gained acceptance in the mainstream media. For instance shan zhai, which literally means “mountain village”. It has now been adapted to mean “counterfeit”, or things done in parody, as in “shanzhai mobile phones”, “shanzhai New Year’s Eve Gala”, and even “shanzhai celebrities”.

From a linguistic point of view, language is simply a tool for communication. When new ideas and concepts pop up, language needs to adapt itself to allow the communication of these ideas and concepts. If the Internet is reshaping our lives, the net-language is only reflecting such changes.

The author is associate professor at the English Department of Xiamen University.

(China Daily 04/16/2010 page9)

The Narrative: Top Political Buzzword for Midterm Elections

Austin, Texas, April 5, 2010 — “The Narrative’ is the Top Political Buzzword for the upcoming election cycle, according to a global Internet and media analysis by Austin-based Global Language Monitor.  GLM has been monitoring political buzzwords since 2003.


Read about The Narrative in Congressional Quarterly’s Political Wire.

“The Narrative” is now appearing thousands of times in the global media on the Internet and blogosphere as well as throughout the world of social media.  The current ‘sense’ of the ancient phrase is being used as the main stream of public opinion running in the media that needs to be fed, encouraged, diverted or influenced by any means possible.

Current examples include:

  • “Barack Obama, US president, has lost control of the political narrative …” Financial Times, Feb 15.
  • “The Start of a New Obama Narrative” (Huffington Post, March 26)
  • “The Obama White House has lost the narrative in the way that the Obama campaign never did” (New York Times, March 6)
  • “Ok. Has the narrative changed because of the health care success? (Washington Post, March 26)
  • “The only thing that changes is the narrative.” (CNN, March 23)

“The rise of the ‘The Narrative’ actually renders actual positions on the issues almost meaningless, since the positions now matter less than what they seem to mean.” said Paul JJ Payack, President and Chief Word Analyst of GLM. “The goal of political campaigns now is to spin a storyline that most ‘resonates’ with the electorate, or segments thereof”.

Read the discussion generated by MinnPost’s Eric Black

The word ‘narrative’ comes to us from the 16th century and traditionally means something told in the form of a story.  It is ultimately from the Latin, narrativus, meaning something told, related or revealed (as in a story).  One of the best-known examples is The Narrative of the Life of Frederick Douglas.

The Global Language Monitor has been tracking political buzzwords since the turn of the century.

  • Top Political Buzzword of the 2000 Presidential Election was ‘Chad’.
  • Top Political Buzzword of the 2004 Presidential Election was ‘Incivil’ as in the InCivil War, alluding to the vicious war of words between the Kerry and Bush (43) camps.
  • Top Political Buzzword of the 2008 Presidential Election was ‘Change’.

More recently, GLM has tracked the following about political buzzwords in the media:

To track political buzzwords, Global Language Monitor uses the 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.

Who really won in Vancouver: Ambushers

Four of the five top brands at the Winter Games


Red Bull Top Ambush Marketer at Vancouver Olympics

Proctor & Gamble, the No. 1 Olympic Sponsor of Any Type

Ambushers Pepsi and Verizon Best Sponsors Coca-Cola and AT&T

Subway Still Strong

“Gang of Five” Canadians beat all IOC sponsors except Visa


Austin, TX March 24, 2010 – The final TrendTopper Ambush Index™ of the Vancouver Winter Olympics 2010 by Austin-based Global Language Monitor, has shown, once again, how companies adept at associating themselves with an event, even though they are not ‘official’ sponsors of that event, can often outperform official sponsors.

Specifically, for the Vancouver Olympics, TrendTopper AI has found that:

  • Red Bull and the Martin Scorsese film ‘Shutter Island’ are the top Ambush Marketers.  ‘Shutter Island’ forged its Olympic linkage by running innumerable prime-time ads during NBC’s exclusive coverage of the event.
  • Ambusher Pepsi beat sponsor Coca-Cola; Ambusher Verizon beat sponsor AT&T
  • Subway, with it ongoing campaign with mega-medal winner Michael Phelps maintained strong ties to the Games
  • The ‘Gang of Five,’ the smaller Canadian Ambushers (Blenz Coffee, Howe Sound Brewing, Lululemon, Scotiabank, and Roots Canada) all beat all IOC sponsors with the exception of Visa (which was bested by four of the five).
  • Proctor & Gamble performed surprisingly well as No. 2 overall and the No. 1 Sponsor of any type.

In addition, the analysis found that past official sponsors appear to bask in the glow of their Olympic association for some time after the quadrennial event with past-sponsor Lenovo outpacing current sponsors Acer and Samsung.

“Do Olympic Sponsorships actually pay off for official sponsors?  That’s the question that has advertisers buzzing,” said Paul JJ Payack, president and chief word analyst of GLM.  “Since TrendTopper AI measures all perceived Olympic sponsors according to their presence in the global media, If they are statistically linked to the Vancouver Games, they qualify for the Ambush Index.”

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

` VO Partner Affiliation
Rank
1 Howe Sound Brewing Ambusher
2 P&G USOC
3 Shutter Island Ambusher
4 Scotiabank Ambusher
5 Lululemon Athletica Ambusher
6 United COC
7 Blenz Coffee Ambusher
8 Visa IOC
9 Red Bull Ambusher
10 Tyson COC
11 Roots Canada Ambusher
12 Budweiser USOC
13 McDonalds IOC
14 Pepsi Ambusher
15 Home Depot Inc Tornino USOC
16 Subway Ambusher
17 Verizon Ambusher
18 Hudson’s Bay Ambushed
19 Exxon Mobil Corp Past Sponsor
20 Deloitte COC
21 AT&T IOC
22 Bank of America Torino USOC
23 Nike COC
24 Hilton COC
25 Omega IOC

The complete study of forty brands, with numerical analysis and changes in rankings over the course of the Games is available from the Global Language Monitor by calling 925.367.7557 or visiting www.LanguageMonitor.com.

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 was run at the halfway point of the Winters Games, with the final tally appearing after the Closing Ceremony.

For more information, call 1.925.367.7557.

Most Confusing High Tech Buzzwords of 2000-2009

Austin, Texas, March 17, 2010 — In conjunction with the SXSW Interactive conference held in its hometown, The Global Language Monitor has released the most confusing high tech buzzwords of the decade (2000-2009). Topping the list are HTTP, Flash, God Particle, Cloud Computing, and Plasma (as in plasma TV). Rounding out the Top Ten were IPOD/IPAD, Megapixel, Nano, Resonate and Virtualization.

The most confusing Acronym for the decade was SOA (Service Oriented Architecture).

“SXSW has long been a harbinger for future directions in popular culture and now the gathering has taken on the added dimension of technological innovation,” said Paul JJ Payack, president of the Global Language Monitor, “The words we use in high technology continue to become even more obtuse even as they move out of the realm of jargon and into the language at large.”

The Global Language Monitor uses a proprietary algorithm, the Predictive Quantities Indicator (PQI) to track the frequency of words and phrases in the global print and electronic media, on the Internet, throughout the Blogosphere, as well as accessing proprietary databases. The PQI is a weighted Index, factoring in: long-term trends, short-term changes, momentum, and velocity.

The Most Confusing High Tech Buzzwords of the decade (2000-2009) with Commentary follow:

1. HTTP — HyperText Transfer Protocol is used for HTML (HyperText Markup Language) files. Not to be confused with text on too much Starbucks.

2. Flash — As in Flash Memory. “Flash’ is easier to say than “ I brought the report on my EEPROM chip with a thin oxide layer separating a floating gate and control gate utilizing Fowler-Nordheim electron tunneling”.

3. God Particle – The Higgs boson, thought to account for mass. The God Particle has eluded discovery since its existence was first postulated some thirty years ago.

4. Cloud Computing – Distributing or accessing programs and services across the Internet. (The Internet is represented as a cloud.)

5. Plasma (as in plasma TV) — Refers less often to blood products than to a kind of television screen technology that uses matrix of gas plasma cells, which are charged by differing electrical voltages to create an image.

6. IPOD – What the Alpha Whale calls his personal pod. Actually, Apple maintains that the idea of the iPod was from the film 2001: A Space Odyssey. The origin of the word IPAD is a completely different story.

7. Megapixel – Either a really large picture element (pixel) or a whole mess of pixels. Actually, one million pixels (that’s a lotta pixels) OK, what’s a pixel? Computer-ese for picture element.

8. Nano – Widely used to describe anything small as in nanotechnology. Like the word ‘mini’ which originally referred to the red hues in Italian miniature paintings, the word nano- is ultimately derived from the ancient Greek word for ‘dwarf’.

9. Resonate – Not the tendency of a system to oscillate at maximum amplitude, but the ability to relate to (or resonate with) a customer’s desires.

10. Virtualization – Around since dinosaurs walked the planet (the late ‘70s) virtualization now applies to everything from infrastructures to I/O.

11. Solution — Ever popular yet still an amorphous description of high tech packages of hardware, software and service

12. Cookie — Without cookies with their ‘persistent state’ management mechanism the web as we know it, would cease to exist.

13. Robust — No one quite knows what it means, but it’s good for your product to demonstrate robustness

14. Emoticon A smiley with an emotional component (from emotional icon). Now, what’s a smiley? :’)

15. De-duping – Shorthand for de-duplication, that is, removing redundant data from a system.

16. Green washing – Repositioning your product so that its shortfalls are now positioned as environmental benefits: Not enough power? Just re-position as energy-saving.

17. Buzzword Compliant — To include the latest buzzwords in literature about a product or service in order to make it ‘resonate’ with the customer.

18. Petaflop — A thousand trillion (or quadrillion) floating point operations per second Often mistaken as a comment on a failed program by an animal rights’ group.

19. Hadron – A particle made of quarks bound together by the strong force; they are either mesons (made of one quark and one anti-quark) or baryons (made of three quarks).

20. Large Hadron Collider – The ‘atom smasher’ located underground outside Geneva. Primarily built to re-create the conditions of creation, 1 trillionth of a second after the Big Bang.

21. Versioning – Creating new revisions (or versions) with fewer bugs and more features.

22. VoIP – Voice Over IP, itself shorthand for Voice over Internet Protocol, which in plain English means the ability to talk on the phone over the Internet.

23. Web 2.0 – Now there’s talk of Web 3.0, just when we were finally getting used to the advances web services called Web 2.0.

24. Word Clouds – Graphic representations of the words used in a text, the more frequently used, the larger the representation.

25. WORM — Not only not a computer virus anymore, let alone a slithery creature of the soil, but “a Write Once, Read Many file system used for optical disk technology

Most Confusing High Tech Acronym of the Decade

SOA – Service Oriented Architecture. Far-and-away No. 1. If it’s so easy to understand, why are hundreds of books written trying to explain exactly what it is.

Early Candidate for Most Confusing High Tech Buzzword of the 2nd Decade of the Century (Possibly a very short decade, Indeed.)

B’ak’tuns – According to the Long-Count Mayan Calendar (high tech for the late A.D.600’s) the end of a ‘Great Cycle’ of thirteen b’ak’tuns (periods of 144,000 days each) since the Mayan creation date of August 11, 3114 BC. According to popular belief, December 21st, 2012 will be the End of the World.

Pandora from Avatar Wins Top HollyWord of 2009

Beats out ‘Hurt Locker’ from The Hurt Locker,

‘Barley Pop’ from Crazy Heart, ‘Vampire’ from Twilight and

‘‘Squeakquel’ from Alvin and the Chipmunks.

7th Annual Global Survey by the Global Language Monitor

Austin, TX. March 12, 2010.  ‘Pandora’ from James Cameron’s Avatar tops the 2009 list of words from Hollywood that most influenced the English Language in 2009 released by the Global Language Monitor.  Closely following were ‘Hurt Locker’ from The Hurt Locker, ‘Barley Pop’ from Crazy Heart, ‘Vampire’ from Twilight and ‘‘Squeakquel’ from Chipmunks.  Rounding out the Top Ten were:  ‘December 21st, 2012’ from the film 2012, ‘Vichy’ from Inglorious Basterds, ‘Her’ from Star Trek, ‘Their’s but to do or die’ from The Blind Side, and ‘Prawns’ from District 9.

Each year, GLM announces the Top Hollywords in conjunction with the annual Oscar ceremony.  The 82nd Annual Academy Awards was held last Sunday at the Kodak Theatre in Los Angeles.

“Last year the top word, ‘Jai Ho!’ was from the other side of the planet; this year it’s from across the Galaxy,” said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor.  “In an especially rich year for language, we are also see a slang term for beer, a calendar date, perhaps, the first politically incorrect word for space aliens, and a neologism created for children.”

The Top Hollywords of the 2009 with the largest impact on the English language with commentary follow.

Rank/Word/Film/Comment

1.       Pandora (Avatar) – There are 1,000 words in Na’vi language specifically constructed for Avatar, but the name of the alien planet is originally from classical Greek meaning ‘all blessings or gifts’.  The Pandora’s Box myth has the first mortal woman opening a box that holds all the ills of the world, which inadvertently escape.  A later version has all the blessings of the world escape except for hope, which remains.

2.       Hurt Locker (The Hurt Locker) – In GI vernacular, explosions send you into the ‘hurt locker’, synonymous with ‘a world of hurt’.

3.       Barley Pop (Crazy Heart) – Bad Blake’s reference to beer; similar to ‘oat soda’ and the like.

4.       Vampire (Twilight) – The living dead are enjoying an unprecedented revival in the 21st Century.  Undoubtedly, PhD fodder for sociologists of the future.

5.       Squeakquel – Any movie that gets millions of kids (and parents) to use a neologism with two qq’s in it, should be noted in an influential word list.

6.       December 21, 2012 (2012) – According to some, the end of the world so marked by the Mayan Calendar; actually it is simply the first day of the 14th b’ak’tun in the Long Count calendar of the Maya.

7.       Vichy (Inglorious Basterds) – Shosanna Dreyfus’ suggestion to Frederick on where to find ‘girlfriends’.  Yet another generation is introduced to the seemier side of the Free France narrative.

8.       Her (Star Trek) – “These are the voyages of the starship Enterprise. Her ongoing mission:  to explore strange new worlds, to seek out new life-forms and new civilizations; to boldly go where no one has gone before.”  Several hundred years from now, though ‘man’ is replaced by ‘no one’ in the mission statement, starships apparently proudly maintain their female gender status, ‘Her’.

9.       ‘Their’s but to do or die’  (The Blind Side) – Sean Tuohy teaches Charge of the Light Brigade to Michael.  When was the last time you recall the words of Alfred, Lord Tennyson being recited in a football movie — or anywhere else for that matter?

10.   Prawns (District 9) – Politically incorrect name for Space Aliens in District 9, since they seem to resemble crayfish, crawfish, or crawdads.

Previous Top HollyWord Winners:

2008     “Jai Ho!” Literally ‘Let there be Victory’ in Hindi from “Slumdog Millionaire”

2007     “Call it, Friendo,” from “No Country for Old Men”

2006     “High Five!!! Its sexy time!’ from “Borat!”

2005     ‘Brokeb ack’ from “Brokeback Mountain”

2004     “Pinot” from “Sideways”

2003            ‘’Wardrobe malfunction” from Super Bowl XXXVIII

The Global Language Monitor uses a proprietary algorithm, the Predictive Quantities Indicator (PQI) to track the frequency of words and phrases in the global print and electronic media, on the Internet, throughout the Blogosphere, as well as accessing proprietary databases.  The PQI is a weighted Index, factoring in: long-term trends, short-term changes, momentum, and velocity.

Ambush Marketing at the Vancouver Olympics

Ambush Marketing?

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.

In addition, a TrendTopper AI ranking of athletes will appear early next week and at the conclusion of the Games.  For more information, call 1.925.367.7557.

More on TrendTopper


Snowmageddon & Snowpocalypse accepted into English Lexicon

Recent East Coast storms push words over qualifying criteria

Austin, Texas,  February 10, 2010 – Snowmageddon and Snowpocalypse have been accepted into English language lexicon, after an unusual string of recent East Coast blizzards pushed the words over the qualifying criteria, according to Austin-based Global Language Monitor.

“Though there is no official agency for accepting new words (or neologisms) into the English Lexicon, the Global Language Monitor since 2003 has been recognizing new words once they meet the criteria of a minimum number of citations across the breadth of the English-speaking world, with the requisite depth of usage on the Internet and in the global print and electronic media,”  said Paul J Payack, president and chief word analyst of GLM.  “Snowmageddon and Snowpocalypse both crossed those threshholds earlier today with a reference to the string of East Coast blizzards, and are currently being widely used in the global media in dozen of languages today.”

The word ‘Snowpocalypse’ is a combination of ‘portmanteau’ word linking ‘snow’ with ‘apocalypse’.  Apocalypse, itself, can be traced to the ancient Greek word apokalyptein meaning to ‘uncover, restore, reveal or disclose’ (hence the name of the final book of the New Testament).  ‘Snowpocalypse’  has hundreds of thousands of citation over the last few years, first exemplified use by Playstation gamers in early 2006.  The words apocalypse and apocalyptic are both frequent expressions of the global media especially when used in reference to any cataclysmic event such as the South Asian Tsunami or the inundation of New Orleans by Hurricane Katrina back in 2005, as GLM then noted.

‘Snowmageddon’ is another portmanteau word that ultimately can be traced to  the same source. The Greek word Harmagedōn and its Hebrew counterpart har məgiddô both refer to the ancient settlement of Megiddo, which stood astride important Middle Eastern trade routes and was subsequently the scene of many important historical battles.  The word ‘Armageddon’ has come to be associated in the popular mind with any end-of-the-world scenario, such as portrayed in the movie of the same name, starring Bruce Willis.  ‘Snowmageddon’ has hundreds of thousands of usages over the last few years, exemplified by its publication in The Oregonian in December 2006 (and recent remarks by President Obama earlier this month).

Lady GaGa Top Fashion Buzzword for Upcoming Season

Michelle Obama (MObama) Falls from No.2 to No. 15

Austin, TX February 2, 2010 – Lady GaGa, the enigmatic yet near ubiquitous performance artist, was declared the Top Fashion Buzzword of the upcoming season by the Global Language Monitor. This is the first time that a name has topped the GLM’s rankings. Immediately following were ‘leggins 2.0,’ ‘no pants,’ ‘off-shoulder,” and ‘chandlier’ as in earrings. Rounding out the Top Ten were the ‘boyfriend’ craze, ‘peek-a-boos,’ ‘camos’ as in camouflage, ‘Hippie Luxe,’ and ‘Armadillo’. Michelle Obama as a fashion icon was reflected in the term ‘Mobama. Mercedes Fashion Week for the fall 2010 collections begins on February 11th in New York City, followed by the shows in the other major fashion capitals: London, Milan, and Paris.

Schott’s Vocab New York Times

“The relationship between Stefani Germanotta, the girl from Yonkers, and haute couture may not be intuitively obvious, until you realize that Stefani would soon grow into one Lady GaGa,” said Millie L. Payack, director and fashion correspondent of the Global Language Monitor. “The fact remains that the world of fashion has been duly impacted by her in ways some subtle and some rather profound.”

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Newser’s Intriguing Slide Show

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The words were chosen from the global fashion media and nominated by key fashionistas from around the world. This exclusive ranking is 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.

The Top Fashion Buzzwords with commentary follow:

1. Lady Gaga — Enigmatic performance artist has had outsized impact on the world of fashion.

2. Leggins 2.0 – Flourishing from Milano to Main Street, leggings are now differentiated as jeggings (jeans + leggings) and meggings (male leggings), and the like.

3. No pants – Hot pants for the 21st Century; not much pant (see Lady GaGa).

4. Off-shoulder – One shoulder and Off-the-shoulder asymmetrics are now combined with cutouts, draping, or heritage stylings.

5. Chandeliers — Earrings, that is.

6. Boyfriend (the jacket, jeans etc) – It’s getting to be like an Audrey Hepburn movie out there with boyfriend jackets, jeans and the like.

7. Peek-a-boo – Peek-a-boo fashion is back once again; this time as cutouts.

8. Camos – Camouflage is back, this time with an Urban Jungle vibe.

9. Hippie-luxe – Haute Hippies? That’s the Hippie Luxe movement inspired by the 40th anniversary of that classic New York Daily News headline: “600,000 Hippies Mired in Mud”.

10. Armadillos – Shaped like a lobster, made of Python, and called Armadillos — the highly controversial sculpted shoe designs of Alexander McQueen.

11. Mixed prints – Mixing various print in sometimes surprising ways: florals, tropicals, geometrics, polka dots, psychedelics, modernism-inspired, even plaids.

12. Embellishments – Delicate, all, including ruffles, transparency and tulle.

13. Ethical fashion – Echoes of PETA here. No furs, no armadillos, no leather.

14. Fashion 2.0 — Incorporating streaming techniques that bring designer showcases and shows to the buyers and consumers in real time.

15. MObama – OK, so she wears ‘mom’ jeans, but everyone seems to notice, after all Michelle is The Mobama.

Each July, the Global Language Monitor ranks the Top Fashion Cities of the Year ranked by Internet presence in a global survey. In 2009, Milan upended New York after a five-year reign as the Top Fashion Capital followed by New York, Paris, Rome and London. Other top movers included Hong Kong and Sao Paulo, who broke into the Top 10, while Barcelona and Miami surged. In the ever-tightening battle for the Subcontinent Mumbai outdistanced Delhi, while Sydney further outdistanced Melbourne.

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Anger & Outrage on Rise Since Obama’s inauguration

Trend:  Disillusionment, Anger & Outrage

on the Rise Since Obama’s inauguration

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‘Deficit of Trust’ and ‘Numbing weight of our political process’ appear to be keepers

Obama State of the Union at 8th Grade Level; Deft use of Passive Constructions

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Austin, TX February 1, 2010.  According to an exclusive analysis by the Global Language Monitor, the disillusionment, anger, and outrage acknowledged by President Obama in his State of the Union address has been on the rise since Obama’s election in November 2008.

“Much has been written about what the President in his State of the Union message called the ‘numbing weight of our political process’ and the ‘deficit of trust’ it thus engenders,” said Paul JJ Payack, President and Chief Word Analyst.  “The disillusionment, anger and outrage should not be a surprise, especially to students of political language, who have been analyzing what is being said in the political realm over the last 18 months.  (That this comes as a revelation to our political elites, however, should serve, once again, as a sobering lesson or, even, cautionary tale.)”

Though little noticed by the media, GLM found that in early February, just weeks after the Obama inauguration, the ‘words of despair and fear relating to the global economic meltdown were drowning out those of hope in the global media in the ninety days since the US presidential election on November 4, 2008’.

The representative fear-related words chosen:  Fear, Despair, Abandoned, Desperate and/or Desperation.  In its analysis of the global print and electronic media since the US presidential election, GLM found that those words were used with 18-23% more frequency than compared to their use in the ninety days following the terrorist attacks of 9/11 of 2001 and 90-days following the beginning of the Iraq War in March 2003.  (Even the word fear, itself, was at some 85% of the level it was used in the aftermath of both the 9/11 Terrorist Attacks and the onset of the Iraq War.)

In a separate but related study released in late March, Global Language Monitor found that the word ‘outrage’ had been used more in the global media that month than anytime this century, with the previous benchmark being the immediate aftermath of the 9/11 terrorist attacks.  In particular, the word was used in association with the AIG bonuses, which had recently been distributed.

GLM examined the global print and electronic media for the seven days after the following events:  the 9/11 terrorist attacks in, the start of the Iraq War, and the week after the Hurricane Katrina struck the Gulf Coast.

The ranking of ‘outrage’ usage in the media:

1. AIG Bonuses, 2009

2. 9/11 Terrorist Attacks, 2001

3. Hurricane Katrina, 2005,

4. Iraq War, 2005

State of the Union Linguistic Analysis

In an evaluation of the State of the Union message, GLM found that the President used the passive voice to deflect responsibility (a time-honored SOTU tradition), and according to the White House transcript there was an overabundance of semi-colons (two dozen plus), some used correctly others in a baffling manner.  And then there was the grammatical lapse in disagreement in number:  “Each of these institutions are (sic) full of honorable men and women ….”    For the record, the President’s address came in at the 8.6 grade level, use of the passive was about 5%, the Grade Level was 8.6 (a bit higher than his Grant Park speech), and reading ease at 62 on a scale of 100 (not as easy to read as to hear).

For more details, send email to editor@globallanguagemonitor.com or call 1.925.367.7557.