Ambush Marketers Continue to Dominate

Olympic Ambush Marketers Continue to Dominate London 2012

Nike over Adidas; BA Trails Three Competitors; Subway and Pizza Hut Top McDonald’s


Kate Middleton ‘Brand’ Tops Coke, Adidas, and BA

Austin, Texas. Weekend May 4-6, 2012.  Ambush Marketers continue to dominate the run-up to the London Summer Games.  In fact ‘non-affiliated marketers’ took 27 of the top 50 spots measuring effective brand activation by the Global Language Monitor’s Brand Affiliation Index (BAI).

This despite the recent tightening of the rules by the IOC,  The GLM BAI rankings are not simply a matter of pride or bragging rights but rather a battle for brand equity and the consumer’s mind and the billions of dollars committed to the IOC, which are primarily used to fund the Games.

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“The Olympic movement it is not immune to the historic shifts in communications affecting all institutions worldwide,” said Paul JJ Payack, founding president of the Global Language Monitor. “The seemingly all-pervasive media ensure that the flow of information can be stopped neither by national boundaries nor institutional gatekeepers.   There is no reason to think that marketing activities are immune from such forces.  In fact, marketing has been one of the foremost purveyors of new media technology.”

For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on May 1,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

To schedule a confidential consultation, call +1.512.815.8836.

For these rankings, encompassing the first quarter of 2012, GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

The top findings include:

  1. McDonald’s is in a tough fight, ranking behind Subway and Pizza Hut, but beating KFC.
  2. Ambusher Nike leads Partner Adidas by a wide margin.
  3. British Airways trails ambushers Lufthansa, United and Air France in the rankings.
  4. Royal Philip outpaced ever-strong GE.
  5. P&G continues to crush ambush competitors as it did in Vancouver.
  6. Ambusher Ericsson Over Supporter Cisco by a 3:1 margin.

The Duchess Effect Meets the Summer Games

One interesting side note is that even the Summer Games are encountering the Duchess Effect.  The GLM BAI analysis showed that when linked with London  2012, Kate Middleton had a closer brand affiliation than a number of top sponsors including Coke, Adidas, BA and Panasonic, among others.

This again demonstrates the power of the ‘Kate Middleton Brand’.  A Tier 1 Olympic sponsor pays about $160 million for the privilege, plus the attendant advertising fees promoting the relationship that can cost upwards of $500 million over the four-year arrangement.  This would suggest that the Kate Middleton Brand could be valued at nearly a billion dollars or more, just in relationship to Summer Games.
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The Top Ten Official Olympic Sponsors by BAI are listed below.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Thomas Cook Supporter
5 UPS Supporter
6 Lloyds TSB Partner
7 Cadbury Supporter
8 BP Partner
9 P&G IOC
10 ATOS IOC

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The Top Ten non-Olympic Affiliated Marketers by BAI are listed below.

1 Centrica AMB OP
2 Eon Energy UK AMB OP
3 Barclaycard AMB IOC
4 Schroders AMB OP
5 Royal Philips AMB IOC
6 EI DuPont AMB IOC
7 Kraft AMB SUP
8 Ericsson Comm AMB SUP
9 Subway AMB IOC
10 Lufthansa AMB OP

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The Top Twenty Combined Olympic Sponsors and Non-Affiliated Marketers Ranked by BAI.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Centrica AMB OP
5 Eon Energy UK AMB OP
6 Thomas Cook Supporter
7 Barclaycard AMB IOC
8 UPS Supporter
9 Schroders AMB OP
10 Lloyds TSB Partner
11 Cadbury Supporter
12 BP Partner
13 Royal Philips AMB IOC
14 P&G IOC
15 ATOS IOC
16 EI DuPont AMB IOC
17 Kraft AMB SUP
18 Ericsson Comm AMB SUP
19 Subway AMB IOC
20 Lufthansa AMB OP

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The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on March 31,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 report features dozens of charts representing the interrelationship of each company to the Olympic Brand, their competitors and their partners. In addition, the reports contain exclusive and individualized Narrative Tracker analyses, the most advanced trend tracking analytics available. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com

About Global Language Monitor:  ”We Tell You What the Web is Thinking”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language.

GLM employs proprietary ‘algorithmic methodologies’ such as the NarrativeTracker for global Internet and social media analysis.  NarrativeTracker is based on global discourse, providing a real-time, accurate picture of what the public is saying about any topic, at any point in time.

NarrativeTracker analyzes the Internet, blogosphere, the top 175,000 print and electronic global media, as well as new media sources, as they emerge.  For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com


Kate Middleton ‘Brand’ Tops London Olympics Sponsors in New Brand Affiliation Study

The Duchess Effect Meets the London Olympics

Kate previously helps London achieve Top Global Fashion Capital status

…  after toppling Lady Gaga for Top Fashion Buzzword

The Duchess
The Duchess

Austin, Texas. May 17, 2012 .  The Duchess Effect Meets the Summer Games, indeed.  According to the Global Language Monitor’s  London 2012 Ambush Marketing May 15 Update, even the Summer Games are encountering the Duchess Effect.  The GLM Brand Affiliation Index (BAI), when linked with London  2012, Kate Middleton had a closer brand affiliation that a number of top sponsors including Coke, Adidas, BA and Panasonic, among others.

This again demonstrates the power of the ‘Kate Middleton Brand’.  A Tier 1 Olympic sponsor pays about $160 million for the privilege, plus the attendant advertising fees promoting the relationship that can cost upwards of $500 million over the four-year arrangement.

This would suggest that the Kate Middleton Brand could be valued at nearly a billion dollars or more, just in relationship to Summer Games.

“This can be viewed as a two-edged sword for Sebastian Coe and the International Olympic Committee (IOC),” said Paul JJ Payack, president and chief word analyst for the Global Language Monitor.

“On the one hand, the Duchess of Cambridge and her husband, are Olympic Ambassadors; on the other hand the Kate Middleton ‘brand scores’ higher that nearly half the paying sponsors, such as, Coke, Adidas, and BA, among many others.”

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

The official Olympic sponsors are divided into three tiers: Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

Earlier this year, the former Kate Middleton has already helped propel London to the Top Global Fashion Capital ranking for 2011 and was named the Top Fashion Buzzword for 2012 topping even Lady Gaga, the previous year’s winner.

The Official Olympic Mascots, Wenlock and Mandeville, fashioned from drops of steel, appear to pose little threat to Kate’s reign.

The London 2012 Mascots
The London 2012 Mascots

For these rankings, concluded on May 1, 2012, GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

GLM has been tracking the Olympics since the Athens Games in 2004 and ambush marketing since the Beijing Games in 2008.  For London 2012, GLM began tracking the three tiers of official sponsors since the third quarter of 2011.

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GLM also tracks the brand equity of the athletes before and during the Games.

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About Global Language Monitor:  “We Tell You What the Web is Thinking”

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 May 15 Update report features dozens of charts representing the interrelationship of each company to the Olympic Brand, their competitors and their partners. In addition, the reports contain exclusive and individualized Narrative Tracker analyses, the most advanced trend tracking analytics available. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com.


Olympic Ambush Marketers Continue to Dominate London 2012

Nike over Adidas; BA Trails Three Competitors; Subway and Pizza Hut Top McDonald’s


Kate Middleton ‘Brand’ Tops Coke, Adidas, and BA

Austin, Texas. Weekend May 4-6, 2012.  Ambush Marketers continue to dominate the run-up to the London Summer Games.  In fact ‘non-affiliated marketers’ took 27 of the top 50 spots measuring effective brand activation by the Global Language Monitor’s Brand Affiliation Index (BAI).

This despite the recent tightening of the rules by the IOC,  The GLM BAI rankings are not simply a matter of pride or bragging rights but rather a battle for brand equity and the consumer’s mind and the billions of dollars committed to the IOC, which are primarily used to fund the Games.

.

“The Olympic movement it is not immune to the historic shifts in communications affecting all institutions worldwide,” said Paul JJ Payack, founding president of the Global Language Monitor. “The seemingly all-pervasive media ensure that the flow of information can be stopped neither by national boundaries nor institutional gatekeepers.   There is no reason to think that marketing activities are immune from such forces.  In fact, marketing has been one of the foremost purveyors of new media technology.”

For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on May 1,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

To schedule a confidential consultation, call +1.512.815.8836.

For these rankings, encompassing the first quarter of 2012, GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

The top findings include:

  1. McDonald’s is in a tough fight, ranking behind Subway and Pizza Hut, but beating KFC.
  2. Ambusher Nike leads Partner Adidas by a wide margin.
  3. British Airways trails ambushers Lufthansa, United and Air France in the rankings.
  4. Royal Philip outpaced ever-strong GE.
  5. P&G continues to crush ambush competitors as it did in Vancouver.
  6. Ambusher Ericsson Over Supporter Cisco by a 3:1 margin.

The Duchess Effect Meets the Summer Games

One interesting side note is that even the Summer Games are encountering the Duchess Effect.  The GLM BAI analysis showed that when linked with London  2012, Kate Middleton had a closer brand affiliation than a number of top sponsors including Coke, Adidas, BA and Panasonic, among others.

This again demonstrates the power of the ‘Kate Middleton Brand’.  A Tier 1 Olympic sponsor pays about $160 million for the privilege, plus the attendant advertising fees promoting the relationship that can cost upwards of $500 million over the four-year arrangement.  This would suggest that the Kate Middleton Brand could be valued at nearly a billion dollars or more, just in relationship to Summer Games.
..

The Top Ten Official Olympic Sponsors by BAI are listed below.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Thomas Cook Supporter
5 UPS Supporter
6 Lloyds TSB Partner
7 Cadbury Supporter
8 BP Partner
9 P&G IOC
10 ATOS IOC

..

The Top Ten non-Olympic Affiliated Marketers by BAI are listed below.

1 Centrica AMB OP
2 Eon Energy UK AMB OP
3 Barclaycard AMB IOC
4 Schroders AMB OP
5 Royal Philips AMB IOC
6 EI DuPont AMB IOC
7 Kraft AMB SUP
8 Ericsson Comm AMB SUP
9 Subway AMB IOC
10 Lufthansa AMB OP

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The Top Twenty Combined Olympic Sponsors and Non-Affiliated Marketers Ranked by BAI.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Centrica AMB OP
5 Eon Energy UK AMB OP
6 Thomas Cook Supporter
7 Barclaycard AMB IOC
8 UPS Supporter
9 Schroders AMB OP
10 Lloyds TSB Partner
11 Cadbury Supporter
12 BP Partner
13 Royal Philips AMB IOC
14 P&G IOC
15 ATOS IOC
16 EI DuPont AMB IOC
17 Kraft AMB SUP
18 Ericsson Comm AMB SUP
19 Subway AMB IOC
20 Lufthansa AMB OP

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The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on March 31,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 report features dozens of charts representing the interrelationship of each company to the Olympic Brand, their competitors and their partners. In addition, the reports contain exclusive and individualized Narrative Tracker analyses, the most advanced trend tracking analytics available. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com

About Global Language Monitor:  “We Tell You What the Web is Thinking”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language.

GLM employs proprietary ‘algorithmic methodologies’ such as the NarrativeTracker for global Internet and social media analysis.  NarrativeTracker is based on global discourse, providing a real-time, accurate picture of what the public is saying about any topic, at any point in time.

NarrativeTracker analyzes the Internet, blogosphere, the top 175,000 print and electronic global media, as well as new media sources, as they emerge.  For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com


Top Tech Buzzwords Everyone Uses but Don’t Quite Understand (2012)

‘Big Data’ and ‘The Cloud’ are the Most Confusing Tech Buzzwords of the Decade (thus far)

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SOA continues its reign as most confusing acronym

 

For the 2013 Update, go here!


Austin, Texas, March 15, 2012 — ‘Big Data’ and ‘The Cloud’ are the Most Confusing Tech Buzzwords of the Decade (thus far) according to the  The Global Language Monitor.  Topping the list for 2012 are:  Big Data, the Cloud, The Next Big Thing, Social Discovery, Web 2.0 (3.0, and so on).  Solid State, CERN, Solar Max, De-dupe, 3G/4G/5G, and SoLoMo.

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Continuing as the most confusing  acronym now of the century:  SOA.
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GLM releases its Most Confusing Tech Buzzwords list annually in conjunction with Austin’s SXSW Interactive conference, which ends March 20th.
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“High tech terms have long spilled into popular culture and this is nowhere more evident that at SXSW where the digital world intersects with those of music and the movies,” said Paul JJ Payack, president of the Global Language Monitor.   “To a large and growing extent, high tech buzzwords are fueling the growth of English, which now serves as the Earth’s means of global communication.”

“SXSW can best be described as a weird mash-up of Cannes, COMDEX, and Woodstock.  If creative ideas don’t mix here, it’s just not going to happen.

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.
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The Most Confusing High Tech Buzzwords of the of the Second Decade of the 21st century, thus far (2010, 2011 & 2012) with commentary follow:
  1. Big Data — Big Data is the biggest buzzword.  It has been called the key to new waves of productivity growth, essential to the US place in global economics, and more.  Now if only we could agree on exactly what this means and how we get there.  (By the way, consider yottabytes: a quadrillion gigabytes.  Hint:  Just think a lotta bytes.)
  2. ‘The Cloud — The Cloud, in various manifestations has been ranked No. 1 for 2008, No, 4 overall for the decade, and now as No. 2 for 2012.   Still all very nebulous.
  3. The Next Big Thing — A cliche rendered nearly meaningless by the innumerable daily claims made by VCs, entrepreneurs, college drop-outs, etc.  Actually, you can count the history of next big things on your fingers, and possibly toes.
  4. Social Discovery — Webster’s 1910 definition. “Consisting in union of mutual converse,” might be an excellent corporate strategy.
  5. Web 2.0 (3.0, and so on) — Ranked as the 1,000,000th English-language word in 2009, it just keeps morphing along.
  6. Solid State —  As in Solid State Disks (SSDs).  Remember ‘solid-state’ televisions switched from vacuum tubes (Paleozoic)? How about LED watches from the ’80s (Mesozoic)?  Today, it’s all-about Solid State Disks.
  7. CERN — You might want to understand the acronym before the Earth is swallowed up the ‘mini’ black hole it just might create .  (The European Organization for Nuclear Research)
  8. Solar Max — In the 1850s telegraph wires melted.  Best not to shuck off the hype here.
  9. De-dupe — First we dupe, then we de-dupe; Flash forward to 2014:  Re-duping!  Ah, the next big thing!
  10. 3G/4G/5G — One of the benefits of having an open, open standard (AKA, no standard). Anybody can claim to lead as the (Generation) ‘standard’ expands into meaningless.
  11. SoLoMo — This is not an oh-so-trendy neighborhood like Soho or Dumbo, at least not in the sense of brick-and-mortar.  This is the convergence of Social, Local, and Mobile. The Talk of the Town at SXSWi this week in Austin.
The Most Confusing Tech Acronym of 2012:  SOA (Solutions Oriented Architecture), continuing its Most Confusing Tech Acronym of the Decade reign.  Not only is there an highly popular SOA for Dummies edition but Google Books list 47,300 editions that explicate upon the subject.
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For reference, here is the  first decade (2000-2009) of the 21st century.
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The Most Confusing High Tech Buzzwords of the first decade (2000-2009) of the 21st century 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.


‘Silence’ is the Top HollyWord of 2011

Ceremony generates Jolie Leg Internet Meme (i-Meme)

9th Annual Global Survey by the Global Language Monitor

Austin, Texas, March 6, 2012. (Update)  ‘Silence’ is the Top HollyWord of 2011 according the ninth annual global analysis by the Global Language Monitor.   ‘Silence’ encompassing  silent movies, the silence of dead and dying loved-ones, the deadly silence of the battlefield before an attack – as well as the deafening silence of historically anemic 2011 box office and attendance figures.

Silence’ topped  Mai Oui!  Iconic, Transformations, and Separateness for the top honors, while Domestics, Dramedy, Bathroom Humor, Why, and Muppets rounded out the top ten.

“In 2011 Hollywood had a full slate of award-worthy films as reflected by this year’s Oscar winners,” said Paul JJ Payack, president and chief word analyst for the Global Language Monitor, “The films reflected a deeper exploration into the human experience as reflected in a silent movie, various encounters in and around Paris, death, dying, separation and rebirth”.

Each year, GLM announces the Top HollyWords following the Oscar ceremony.  The 84rd Annual Academy Awards ceremony, hosted by Billy Crystal was held last Sunday at the Hollywood and Highland Center in Los Angeles.

The Top Hollywords of the 2011 season with the largest impact on the English language with commentary follow.

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Rank / Word or Phrase / Commentary
  1. Silence – Silent movies, (the Artist), a wife’s silence (Descendants), a father’s silence (Extremely Loud), the deadly silence among the trenches of WWI (Warhorse) but most all silence at the box office, with the lowest attendance since the 1995.
  2. Mai oui! – A big year for the City of Light and France:  Hugo, Midnight in Paris, TinTin (which first appeared as a comic in French), Warhorse, and, of course, the irrepressible Jean Dujardin .
  3. Iconic – (My Week with Marilyn) – Michelle Williams helps us better understand how this shy, frail woman become the iconic image of a very complicated time.
  4. Transformations (Iron Lady and Albert Nobbs) – In a year with a plethora of visual effects, none were more startling than those of Meryl Streep and Glenn Close.
  5. Separateness (A Separation) – The Iranian film about divorce that demonstrates the common threads that binds humanity together.
  6. Domestics (The Help) – ‘Domestic Servants’ was the actual term with an emphasis, of course, on the servant.
  7. Dramedy  (The Descendants) – Dramedy, a comedy within the structural framework of a drama, a staple of sitcoms, successfully made the leap to the silver screen.
  8. Bathroom Humor (Bridesmaids) – The women strive to both out-gross and gross-out their male competition.
  9. Why?  (The Tree of Life) — Why all the oil-spinning emulsions when images from the Hubble have been seared into our consciousness?
  10. Muppets (The Muppets) – A new generation is introduced to Jim Henson’s family friendly varmints.

Bonus:  Ides (Ides of March) – There’s really nothing very special about the Ides of March.  In the Roman calendar, every month had its ides.

GLM used NarrativeTracker 2.0 for this analysis.  NT2.0 is based on global discourse, providing a real-time, accurate picture of what the public is saying about any topic, at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new media sources, as they emerge.
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Previous Top HollyWord Winners include:
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2010       Grit:  firmness, pluck, gritty, stubborn, indomitable spirit, courageous, and brave perseverance.
2009       ‘Pandora’ from Avatar
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!!! It’s sexy time!”  from Borat!
2005       ‘Brokeback’ from Brokeback Mountain
2004      “Pinot” from Sideways
2003      ‘Wardrobe malfunction’ from Super Bowl XXXVIII


Angelina Jolie Leg Meme Now Largest Ever Measured

Angelina Jolie Meme Measures ‘Super-Colossal’ on GLM Scale
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Ignition
Ignition

Austin, Texas, March 5, 2012. (Update) The Internet Meme ignited when Angelina Jolie took a dramatic stance revealing her famously long (and notoriously thin) right leg at last week’s Oscar ceremony was the largest I-Meme ever recorded as measured by the  Global Language Monitor.  The ‘Jolie Leg’ meme registered  at Level 4 (out of 5) on the GLM Internet Meme Intensity Index  (IMII).

“Internet Memes can best be conceived as thoughts or ideas rather than words, since they can and often do encompass sounds, photos, and text.   They are propagated through every imaginable form of electronic communications, eventually surfacing in the traditional print and electronic media.  They are  propagated globally in a matter of minutes or hours, or days,” said Paul JJ Payack, GLM’s president and chief word analyst.
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The ‘Jolie Leg’ meme differs from the ‘Lin-sanity’ frenzy, because Lin-sanity is sustained though the invention of clever neologisms involving his name, and not necessarily the other attributes of a fully formed I-Meme.
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The life cycle of an I-Meme typically  follows four stages:
  • Ignition
  • Verification
  • Launch
  • Propagation
Verification
Verification
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The Jolie-Leg meme was ignited with Jolie taking her theatrical stance.
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It was then verified (did she really do what I think she did?) shortly thereafter when Descendants’ Oscar-winning writer, Jim Rush executed a remarkable facsimile of the Jolie pose.
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The I-Meme was launched with the appearance of thousands of rapidly evolving images, exemplified by Lady Liberty baring her leg in New York Harbor.
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It then began its rapid and continuing propagation into popular culture.
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GLM measured the intensity of the new Internet Meme at Level Four on its five-level Internet-Meme Intensity Index (IMII).
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Launch
Launch

We find it Ironic that ‘Silence’ was the Top HollyWord of 2011 according the ninth annual analysis by the Global Language Monitor.

Yet Angelina Jolie’s dramatic leg pose generated the massive Internet Meme, was anything but silent.
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For information on GLM’s Internet Meme Tracking Services and the Internet Meme Intensity Index, call 1.512.815.8836


Trending Top Words of 2012: End-of-World stories, Kate, China, CERN, the Olympics

Global Language Monitor’s Top Words of 2012 projections from current word trends

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AUSTIN, Texas December 26, 2011 – Trending 2012:  Multiple End-of-World scenarios, Kate, China, CERN, the Olympics, The US Elections will dominate word creation and usage in the English language in 2012.

This is according to current word trends in global English being tracked by the Global Language Monitor. Last month, Austin, Texas-based Global Language Monitor had announced that ‘Occupy’ was the Top Word, ‘Arab Spring’ the Top Phrase and ‘Steve Jobs’ the Top Name of 2011 in its twelfth annual global survey of the English language.

To see the final list Top Words of 2012, go here.

 

The words are culled from throughout the English-speaking world, which now numbers more than 1.83 billion speakers (January 2012 estimate).
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The Projected Top Words of 2012
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1.  Kate — There are seven billion humans on the planet but sometimes it seems that it’s all about Kate, the Duchess of Cambridge, the former Kate Middleton in terms of fashion, celebrity, and the royal line.
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2.  Olympiad — The Greeks measured time by the four-year interval between the Games.  Moderns measure it by medal counts, rights fees and billions of eyeballs.
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3.  Middle Kingdom – There is little indication that China’s continuing economic surge will fade from the global media spotlight –or abate.
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4.  Bak’tun — A cycle of  144,000 days in the Maya ‘Long Count’ Calendar. This bak’tun ends on December 21, 2012, also being called the Mayan Apocalypse.  (Actually Maya ‘long-count’ calendars stretch hundreds of millions of years into the future, December 21st merely marks the beginning of a new cycle.)
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5.  Solar max —  The peak of the 11-year sunspot cycle;  in 1854 solar storms melted telegraph wires; what’s in store for our all-pervasive electronic infrastructure?
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6.  The Election —  No Obama-mania this time around, more of an Obama-ennui for the November 6 elections.
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8.  Rogue nukes —  Iran and North Korea will be the focus of attention here.
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9.  CERN — Neutrons traveling faster than light?  The ‘God Particle’? The world ending in a mini-black hole? All these somehow revolve around CERN (The European Center for Nuclear Research). One CERN scientist calculated that the chance of a mini-Black Hole swallowing the Earth is less than 1 in 50,000,000.  Somewhat comforting until you realize this is about ten times more likely than winning a national lottery.)
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10.  Global Warming — The earth has been warming since New York was covered under a mountain of ice; what makes 2012 any different?
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11.  Near-Earth Asteroid —  Yet another year, another asteroid, another near-miss. (However, one does strike the Earth every one hundred million years or so.)
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GLM employs its NarrativeTracker technologies for global Internet and social media analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic, at any point in time.
NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new social media sources as they emerge.

“The year 2012 looks to be a vibrant year for the English language with word creation again driven by events both scheduled and unanticipated. Typically there is an ‘end-of-the-world’ scenario every few years that impacts the English language. This year we will see no fewer than three, including the Maya Apocalypse and the Solar Max,” said Paul JJ Payack, President and Chief Word Analyst of GLM.

”Catherine, the Duchess of Cambridge, will compete with the London Olympics, the economic surge of China, various activities involving the CERN atom smasher, and the US presidential election for Top Word honors, though we always allow for word creation generated from unexpected events such as Hurricane Katrina in 2005 or the Japanese ‘triple disaster’ of 2011.”

Rank / Word / Comments

7.  Deficit — Looks like deficit-spending will plague Western democracies for at least the next decade.

12.  Europe — United, breaking apart, saving the Euro, abandoning the Euro, with the UK again as an ‘interested onlooker’.  Plus ça change, plus c’est la même chose.

Bonus Phrase:   The successor term for ‘Arab Spring’, whatever that might be.

Harvard Returns to the top, beating Northwestern and Berkeley

But Big Ten Beats Ivies:  8-6 in the Top 50

 

Williams Tops Richmond as No.1 in the College Category

 

Austin, Texas, September 3, 2011 – After four tries, Harvard returned to the top ranking of American universities by Internet Media Buzz, edging out a strong challenge by Northwestern.  The University of California, Berkeley, Columbia, Caltech, and MIT – all finishing within 1% of each other – took the No. 3 through No. 6 positions.  Stanford returned to the Top Ten at No. 7, followed by the ever-strong Chicago, the University of Texas, and Cornell.

Memorial Church, Harvard
Memorial Church, Harvard

Following were Michigan, the University of Washington, Penn State, Yale, and Wisconsin.    Rounding out the Top Twenty were Princeton, Penn, UCLA, Cal Davis, and Georgia Tech.

“The TrendTopper MediaBuzz Rankings measure an institution’s perceived value using the same methodologies used to compare any other products of value, such as BMW vs. Mercedes,” said Paul JJ Payack, the president of Global Language Monitor.  “GLM’s TrendTopper MediaBuzz Rankings removes all bias inherent in each of the other published rankings, since they actually reflect what is being said and stated on the billions of web pages that we measure.”

In a remarkable demonstration of the growing influence of the Public Ivies, some fourteen of the Top Thirty schools are public institutions, and now include eight Big Ten schools, six from the Ivy League (Brown and Dartmouth were the exceptions), three Technological Institutes – and four from California’s fabled University system.

Overall, the University of California system, as a whole continues to dwarf all other academic associations, leagues and conferences.  This is a fine tribute to a system that has had to endure a continued series of budget cuts and cutbacks.

The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.  This exclusive ranking is based upon GLM’s Narrative Tracking technology.  NarrativeTracker analyzes the Internet, blogosphere, the 75,000 print and electronic media, as well as new social media sources (such as Twitter).

 

Big Ten Conference
Big Ten Conference

The Top 25 Universities by Internet Media Buzz

Rank/University/Last/Comment

1.  Harvard University (3) – Dr. Faust sets things aright and Harvard again assumes the No. 1 spot in the survey.

2.  Northwestern University (31) – Catapults to No.2 while leading the Big Ten charge up the rankings.

3.  University of California, Berkeley (8) – Cal considers itself THE University of California and the rankings back this up.

4.  Columbia University (5) – Columbia has never finished out of the Top 10 in the TrendTopper rankings.

5.  California Institute of Technology (19) – CalTech nips its East Coast competitor for top tech honors.

6.  Massachusetts Institute of Technology (4) – The former ‘Boston Tech’ rejected Harvard’s repeated entreaties to merge in the late 19th century.

7.  Stanford University (11) – The former ‘Harvard of the West’ has long emerged from Cantabrigia’s fabled shadow.

8.  University of Chicago (2) – Dropped out of the Big Ten in the late 1930s; loss of big-time football doesn’t seem to have hurt their rankings.

9.  University of Texas, Austin (10) – It new branding, “What starts here, changes the world’ is more than a slogan.

10.  Cornell University (7) – Few know that the Ivy titan is also a Land Grant institution.

11.  University of Michigan, Ann Arbor (6) – Took top honors twice in previous surveys.

12.  University of Washington (17) – U Dub, as it is affectionately known, is the emerging powerhouse of the Northwest.

13.  Pennsylvania State University (24) — Penn State’s new identity campaign has evidently been quite successful.

14.  Yale University (9) – Vassar declined an invitation to merge with Yale in 1966.

15.  University of Wisconsin, Madison (1) – Had a very strong global media run during the previous cycle.

16.  Princeton University (12) – The First Lady’s Alma Mater was originally known as the College of New Jersey.

17.  University of Pennsylvania (22) – The Wharton School greatly strengthens Penn’s brand equity.

18.  University of California, Los Angeles (16) – Tops in LaLa Land, though USC is making great strides forward.

19.  University of California, Davis (13) – Originally established as the agricultural extension of UC Berkeley known as the University Farm.

20.  Georgia Institute of Technology (27) – The Yellow Jackets ramble into the Top 20.

21.  Georgetown University (14) – Once again, the Top Catholic University in the land.

22.  New York University (18) – Growing global ambitions reflected in the global media.

23.  Indiana University, Bloomington (46) – Steadily gaining in prestige and the rankings reflect it.

24.  Boston College (39) – A generation ago, the Flutie Effect launched the school on its present stellar trajectory.

25.  University of California, San Diego (23) – UCSD receives about a billion dollars a year in research grants.

The Top 25 Colleges by TrendTopper MediaBuzz

The College category also produced a new No. 1,   Williams College of Massachusetts as a strong No. 1 in the College Division.  (Little Three companion schools Amherst and Wesleyan claimed the No. 7 and thirteen spots, respectively.)

Williams is the fifth different college to take the top spot since these rankings began, which now have been represented by the South (Davidson), the West (Colorado College), the East (Wellesley College) and the Midwest (Carleton College).  Wellesley was also the only Women’s College to top a general college ranking.

In another first, three of the Claremont Colleges finished in the Top Ten:  No. 4 Claremont McKenna, No. 5 Harvey Mudd, and No. 6 Pomona.  In addition, another Claremont College, Scripps — the Women’s College, finished at No. 18.

The Top 25 Colleges by TrendTopper MediaBuzz

Rank / Colleges Fall 2011

Williams College Museum
Williams College Museum

1.  Williams College – The Ephs (or is it Blue Cows?) set the standard, once again, however a first in Internet MediaBuzz..

2.  University of Richmond — Richmond looking stronger and stronger in the classroom,  the athletic field and the media.

3.  Union College – A sometimes overlooked gem of a school making strides in the Internet age.

4.  Claremont McKenna College – CMC marks the beginning of the Claremont Colleges surge.

5.  Harvey Mudd College – One of the top technical schools in the nation finally getting it due.

6.  Pomona College – Perhaps the most akin to Williams on the list (minus the SoCal climate and beaches).

7.  Wesleyan University – Firmly wedged between Williams and Amherst, as is its usual fate.

8.  The Juilliard School – A school that truly deserves to be in the nation’s Top Ten, though it is often relegated to ‘Unranked’ or ‘Other’ categories.

9.  Carleton College – A past No.1 that continues to gain in global reputation.

10.  Bates College – With Colby and Bowdoin, one of the three little Ivies from the state of Maine.

11.  Pratt Institute – Pratt’s mission is to educate artists and creative professionals and, indeed, that is what it does.

12.  Amherst College – Always lurking near the top of the Liberal Arts College rankings.

13.  Wellesley College – The only Woman’s College to achieve No. 1 in any comprehensive national rankings.

14.  Bryn Mawr College – Katy Hepburn would be proud of how the little school has come of age (125th anniversary).

15.  Middlebury College – Such a large global footprint for such a small school.

16.  Bowdoin College – Used to boast of being the first US college to witness the sunrise.

17.  Smith College – The women’s school of the Five Colleges Consortium around Amherst, Massachusetts.

18.  Scripps College – Yet another of the Claremont Colleges to emerge into the top ranks.

19.  Bucknell University – Bucknell is the largest private Liberal Arts college in the nation and its outsized reputation is beginning to reflect this fact.

20.  Oberlin College – From the Arb to the Arch the college holds many firsts in American academic history, such as the first co-ed college to graduate a woman.

21.  Colorado College – CC, of Block Plan fame, was the first No. 1 west of the Mississippi.

22.  School of the Art Institute of Chicago – SAIC deserves to be in the top reaches of any serious collegiate ranking.

23.  Babson College – Specialized in entrepreneurship before entrepreneurship was cool.

24.  United States Military Academy – Army and Navy were considered part of the traditional Ivy League a century before the Ivy Group sports conference was formed.

25.  United States Air Force Academy –  Service Academies are amazingly unranked by US News and others

The Top Specialty Schools.

Top Engineering Schools:   CalTech, MIT, Georgia Tech (College: Harvey Mudd)

Top Online/For Profit Schools: the University of Phoenix.

Top Business School:  Babson College

Top Christian School:  Wheaton College, IL

Top Military Academy: United States Military Academy

Top Multi-disciplinary Art & Design School:  Pratt Institute

Top School of Art:  School of the Art Institute of Chicago (SAIC)

Top Music School: the Julliard School

Top Catholic University:  Georgetown University

Top Catholic College: College of the Holy Cross

The Global Language Monitor publishes the TrendTopper Media Buzz College and University Rankings, twice a year, with spring and fall editions.  Many institutions of higher education, including Wisconsin, Harvard, Boston College, and Vanderbilt have used the rankings as a validation of their recent reputation management decisions.

About The Global Language Monitor

Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices, and their impact on the various aspects of culture, with a particular emphasis upon Global English.  Since 2003, GLM has launched a number of innovative products and services monitoring the Internet, the Blogosphere, Social Media as well as the Top 75,000 print and electronic media sites.

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Do these 15 Wonderful Words Actually Have No English Equivalent?

San Francisco.  July 24, 2011  –  We first saw the story, 15 Wonderful Words With No English Equivalent, on the MentalFloss outlet (a genuinely interesting site for esoterica lovers), compiled by Bill DeMain.  His attribution states that “many of the words above can be found in BBC researcher Adam Jacot de Boinod’s book ‘The Meaning of Tingo and Other Extraordinary Words from Around the World.”

In the last few days we have tracked it thousands of times around the English speaking world, which now happens to encompass the globe. We are intrigued by the idea that there, indeed, might be no equivalent English words or phrases for these terms.

After all there are as of today, July 24th, 2011 the Global language Monitor calculates  that there are approximately 1,010,649.7 words in the English language.  (The language gains a new word every ninety-eight minutes, hence the, we admit, totally extraneous decimal point.)

So here’s the challenge to lovers of the language.  Do these 15 Wonderful Words Actually Have No English Equivalent?

Send us your suggestions to:  15WonderfulWords@LanguageMonitor.com, and we will publish what our readers come up with.

Here’s the list original story:

15 Wonderful Words With No English Equivalent

by Bill DeMain, July 22, 2011

The Global Language Monitor estimates that there are currently 1,009,753 words in the English language. Despite this large lexicon, many nuances of human experience still leave us tongue-tied. And that’s why sometimes it’s necessary to turn to other languages to find le mot juste. Here are fifteen foreign words with no direct English equivalent.

1. Zhaghzhagh (Persian)
The chattering of teeth from the cold or from rage.

2. Yuputka (Ulwa)
A word made for walking in the woods at night, it’s the phantom sensation of something crawling on your skin.

3. Slampadato (Italian)
Addicted to the infra-red glow of tanning salons? This word describes you.

4. Luftmensch (Yiddish)
There are several Yiddish words to describe social misfits. This one is for an impractical dreamer with no business sense. Literally, air person.

5. Iktsuarpok (Inuit)
You know that feeling of anticipation when you’re waiting for someone to show up at your house and you keep going outside to see if they’re there yet? This is the word for it.

6. Cotisuelto (Caribbean Spanish)
A word that would aptly describe the prevailing fashion trend among American men under 40, it means one who wears the shirt tail outside of his trousers.

7. Pana Po’o (Hawaiian)
“Hmm, now where did I leave those keys?” he said, pana po’oing. It means to scratch your head in order to help you remember something you’ve forgotten.

8. Gumusservi (Turkish)
Meteorologists can be poets in Turkey with words like this at their disposal. It means moonlight shining on water.


9. Vybafnout (Czech)
A word tailor-made for annoying older brothers—it means to jump out and say boo.

10. Mencolek (Indonesian)
You know that old trick where you tap someone lightly on the opposite shoulder from behind to fool them? The Indonesians have a word for it.

11. Faamiti (Samoan)
To make a squeaking sound by sucking air past the lips in order to gain the attention of a dog or child.

12. Glas wen (Welsh)
A smile that is insincere or mocking. Literally, a blue smile.

13. Bakku-shan (Japanese)
The experience of seeing a woman who appears pretty from behind but not from the front.

14. Boketto (Japanese)
It’s nice to know that the Japanese think enough of the act of gazing vacantly into the distance without thinking to give it a name.

15. Kummerspeck (German)
Excess weight gained from emotional overeating. Literally, grief bacon.

Remember to send us your suggestions for English-language equivalents to:  15WonderfulWords@LanguageMonitor.com or info@LanguageMonitor.com.

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Top HollyWORDS: Grit tops Arrogance, Abdicate, Stammer, and Madness

As Summer Blockbuster Season Peaks, a Look Back at the Top Hollywords from 2010

 

8th Annual Global Survey by the Global Language Monitor

Austin, Texas.   July 12, 2011.   As summer blockbuster season peaks, a look back at the top words from the movies that influenced the English language from 2010.

For the first time a single word representative of a number of the year’s blockbusters, Grit, tops the list of Hollywords  as named by the Global Language Monitor.   Grit topped arrogance, abdicate, stammer, and madness.  Dream-stealers, nerds, Borogoves, shard, and 3-D rounded out the top ten.

“For the first time a single word was representative of a number of the year’s Oscar winning films,” said Paul JJ Payack, president and chief word analyst for the Global Language Monitor, “According to Webster’s the term, grit, has the following senses that applied to these films:  firmness, pluck, gritty (as in soot-covered), stubborn, indomitable spirit, courageous, and brave perseverance.”

The Top Hollywords of the 2010 season with the largest impact on the English language with commentary follow.

1.       The word grit has been defined in a number of ways by Webster that reflects many of the virtues of this year’s nominees.

  • Grit is, of course, from the title of Best Picture nominee True Grit, as exemplified by the character’s played by Jeff Bridges (firmness) and Hailee Steinfeld (pluck).
  • The action of The Fighter took place against the backdrop of one of the nation’s fabled gritty cities:  Lowell, Massachusetts into which Mark Wahlberg, Melissa Leo and Christian Bale expertly blended.
  • 127 Hours portrayed the stubborn courage of a man driven to desperate acts to ensure his survival.
  • The accidental and courageous king and his indomitable tutor as portrayed by Colin Firth and Geoffrey Rush in The King’s Speech.
  • Woody’s brave perseverance to keep his fellow toys together in Toy Story 3.

2.  Arrogance – Deftly depicted in both The Social Network and Inside Job.

3.  Abdicate – Another generation learns of cowardice in high places, again; this time it’s found in the British Royal Family as depicted in The King’s Speech.

4.  Stammer and/or Stutter  –  If you paid close attention you might actually notice the difference between a stammer and a stutter in Colin Firth’s dialogue.

5.  Madness – We are told there is no such thing as ‘madness’ in the 21st century, but whatever we may call it, in the Black Swan Natalie Portman’s creates a dramatic portrait of the descent into it.

6.  Dream-Stealers – (and dream shapers and sowers).  Evidently, new career options for the 21st century endless-recession economy introduced to us by Leonardo DiCaprio and his film Inception.  The timid need not apply.

7.  Nerd – Once more, we are fascinated by the rise of the nerd in The Social Network … though most nerds never overcome their nerdness, and only the most  rare of exceptions is able to cash in on it.

8.  Borogoves – Alice in Wonderland sheds a bit of light on the ‘borogoves’.   As you know, they were all ‘mimsy’ in Charles Lutwidge Dodgson’s nonsense poem, Jabberwocky.


9.  Shard – Though widely confused with the word ‘shred’ as in a ‘shred of truth’, Harry Potter  finds  a mirror shard, in which he catches a glimpse of  a blue eye and keeps it for later use.  From Harry Potter and the Deathly Hallows Part 1.

10.  3D CGI – (Three-dimensional, Computer-generated imagery) Five of the top ten grossing films of 2010 were CGI-based 3D, accumulating some $1.3B domestically:          Toy Story 3, Despicable Me, Shrek Forever After, How to Train Your Dragon, and Tangled. Whether this is a transformative trend or a passing fad has yet to be determined.

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.

Previous Top HollyWord Winners include:

2009       ‘Pandora’ from Avatar

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     ‘Brokeback’ from Brokeback Mountain

2004     “Pinot” from Sideways

2003       ‘Wardrobe malfunction’ from Super Bowl XXXVIII


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