BBC: “The Paris daily Le Figaro says the inventor of the term “Shock and Awe” would now be a millionaire if employed in advertising.
It reports that the US Marks and Brands Office has received 15 applications to use the phrase, from – among others – firms selling pesticides, washing-up liquid and underwear.
The paper adds it would be a pity if the name were awarded to the first applicant, Sony, for its video war game.
“A slogan too close to the product kills it. Shock and Awe on a console where you massacre the enemy with napalm… trivializes the subject,” it observes.
“Whereas printed across a pair of swimming trunks, the term becomes far more surprising and full of promise.””
Ooh, those cheeky French!