Absolut Vodka is currently running an ad campaign on Dublin buses. It should be banned. The ad runs, '... absolut unique'.
Is it possible for an adjective to qualify 'unique'?
If so, surely it's no longer unique.
Like all the smart people the advertising houses make the rules.
All the time laughing at us and stealing our money.
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1 comment:
Michael, you may have missed the advertiser's point, perhaps because you were fooled by the lack of a capital A.
The advertiser was fully aware of the legal restrictions and regulations, and so could not blatantly transgress by capitalising the name of the product in the phrase you quote. absolut, then, in lower case, is not an adjective. Were it, you could object that it is misspelt. But all it's doing is pretending to be an adjective, for the reason given.
Thomas McCarthy
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