{"id":1043240,"date":"2023-08-15T11:10:34","date_gmt":"2023-08-15T18:10:34","guid":{"rendered":"https:\/\/customerthink.com\/?p=1043240"},"modified":"2023-08-15T11:10:34","modified_gmt":"2023-08-15T18:10:34","slug":"the-superlative-epidemic-are-we-overusing-extreme-language","status":"publish","type":"post","link":"https:\/\/customerthink.com\/the-superlative-epidemic-are-we-overusing-extreme-language\/","title":{"rendered":"The Superlative Epidemic: Are We Overusing Extreme Language?"},"content":{"rendered":"
I’m somewhat of a sports junkie with a keen interest in watching sports of all kinds. For me, sports are my reality TV because of their authentic and unscripted events. Live coverage in particular adds to my experience by providing context and flavor. However, in recent years, sports broadcasting and media coverage in general have become inundated with excessive hyperbole. Every catch is labeled as “great,” every superstar is declared as the GOAT (greatest of all time), and every All-Star is predicted to be a future Hall of Famer. I find this trend embodies a trend of lazy communications not only in sports coverage, but in media content in general.<\/p>\n
The excessive use of superlatives has resulted in their loss of impact and significance. Simply put, superlatives have lost their punch and their meaning.<\/p>\n
With an abundance of information and instant access to it, people often resort to employing these adjectives to describe commonplace or entirely anticipated occurrences. Words like ‘amazing’, ‘incredible’, and ‘unbelievable’ are often used as a shortcut to convey excitement and fervor. However, their overuse can ultimately lead to a depreciation of their meaning or strength, akin to a diluted a shot of bourbon lowers its potency. (what a shame it is to ruin a good shot of single malt!)<\/p>\n
Therefore, I pose the question – are we relying too heavily on superlatives to evoke an emotional response? Without a doubt – yes. This article delves into the consequences of our growing tendency to use exaggerated language and how it influences our perception of the world.<\/p>\n
Let’s start with a definition.<\/p>\n
A superlative refers to an adjective or adverb that highlights the highest degree or most extreme example of something. These descriptive terms are commonly used in both spoken and written communication to describe anything from a person’s physical appearance to the quality of a product or service. For instance, lists of the top 10 tourist attractions or the best hotels in a particular city are typical examples of superlatives being used. They are a common feature of everyday dialogue, often used to initiate conversation, express enthusiasm, or impress others. However, phrases such as ‘This food is absolutely the best” <\/strong>or ‘The concert was a “once in lifetime experience<\/strong>” are examples of overused superlatives in everyday conversations that are devoid of context. <\/p>\n According to a study carried out by University of California researchers, excessive use of superlatives in everyday conversations can lead to a distorted perception of the world. It was observed that individuals who frequently apply superlatives tend to see the world around them in an exaggerated manner. The study further revealed that individuals who use superlative language have a distorted perception of reality, which causes them to view everything as more extreme than it actually is.<\/p>\n Superlatives are effective in capturing our attention due to our inclination towards emotionally charged words that highlight deviations from the norm. In today’s fast-paced world, where attention spans are measured in seconds, superlatives can serve as a shortcut to convey a more complex message. Adjectives, in general, allow us to add emotion, color, and emphasis to our sentiments. Moreover, superlatives also serve as a means to boost our self-esteem by providing social currency, particularly when we have witnessed or experienced something extraordinary. We are naturally drawn to extremes, and positive and negative superlatives offer a powerful affirmation mechanism. People tend to use superlatives to draw attention to themselves and impress others during a conversation. Many times, instead of appearing impressive, such individuals often come across as over-the-top and exaggerating. Nevertheless, we tend to overuse superlatives without proper context, even when the situation does not call for it.<\/p>\n In marketing, superlatives remain a go-to approach to promoting products and services. To comprehend the prevalence of superlatives in marketing, it is helpful to examine how various brands have incorporated them into their campaigns.<\/p>\n The Dos Equis<\/a> ad series featuring the “most interesting man in the world” is a prime example of how superlatives can capture our attention and become an enduring cultural phenomenon. Similarly, Gillette’s “The Best A Man Can Get<\/a>” campaign employed superlatives to provoke men into questioning their self-worth and status, with the implication that only Gillette products could elevate them to the top. While the campaign has since evolved to encourage men to strive for excellence not just for themselves but for society at large, the underlying message remains the same: Gillette products are the ultimate choice for men who seek to be the best. This trend of using superlatives in marketing is a testament to their powerful impact on consumer behavior.<\/p>\nSuperlatives affect our perception<\/h2>\n
Examples of superlatives in action<\/h2>\n
The implications of overusing superlatives<\/h2>\n