Stan Carey, a professional editor from Ireland, writes entertainingly about the English language on his blog Sentence First. Here a children's book about weather leads Stan to ponder which English words best describe what happens to air when it is heated by lightning.
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The "call to action" is one of the sacrosanct elements of ads and direct mail: Lose weight! Save money! Act now! How unorthodox, then, to discover calls to inaction — invitations to simply think — in a spate of recent ad campaigns.
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Sometimes a euphemism is staring you in the face, blowing a raspberry, and insulting your mother, but you don't even realize it. That's how I feel about mischief — a word whose history I might be doomed to repeat, since I didn't know diddly about it till recently.
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