By Deborah Gaines
President, Deborah Gaines Associates
If you want a great name for something, ask a linguist. One of my favorite sites is Language Log, where the following terms are in daily use.
Snowclones. Variations on popular phrases. When Watson wiped the floor with the humans on Jeopardy, Ken Jennings snowcloned The Simpsons by cracking, “I, for one, welcome our new computer overlords.” Other examples include “I’m a doctor, not a _______” and “The _______ from hell.”
The Cupertino Effect occurs when computer spell checkers substitute the wrong word (and copy editors don’t catch it); it was coined by European journalists who kept replacing “cooperation” with “cooperatino.”
Crash Blossoms were named for a headline about a musician whose career prospered after her parents died: “Violinist Linked to Air Crash Blossoms.” They can be ambiguous (“Hanging Meat Causes Stir in South St. Louis”) or just plain hilarious (“Man Accused of Killing Lawyer Gets New Attorney”).
Mountweasel is the official name for the cartographer’s trick of including fake locations to protect map copyrights. When I start a band, I will name it The Mountweasels.
Finally, ace copy editor Carol Fisher Staller drew my attention to Shatner Commas, which she described as “oddly placed commas that don’t serve any actual purpose, but make it look like you should pause, as William Shatner does when delivering lines.”