FRIDAY FRUMP: America’s cultural decline into illiteracy

This is not strictly travel-related but a mailer from Alaska Airlines (NYSE:ALK) goaded me into action.

The mailer was encouraging me to apply for its affinity credit card, which it promised “will take you further than you ever imagined.”

I’ve already burned my bridges with Alaska’s PR and Marketing departments, but here’s another douse of gasoline: PLEASE, PLEASE, PLEASE find SOMEONE who has passed high school freshman English to proof-read your collateral materials before you send them out.

If you haven’t yet picked up on what’s wrong, it is this: “Further” refers to an extension of time or degree. “Farther” refers to physical distance. “It will help further your travel agenda” works; taking you “further than you ever imagined” does not.

That same day, I saw a Facebook ad for dress shoes that the manufacturer claimed were more comfortable than sneakers. They looked good, but were they? To the comments, then.

While some people had positive things to say, one person said, “I got them and the soul separated in three days.” Were the shoes raptured, or…?

America’s cultural decline into illiteracy.

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Photo by Carl Dombek
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