This morning, the sky’s autumn blue was the richest I’ve seen so far this year–electric-looking, stung with freshness. It was a morning in which I’d like to have been hiking. The word “brisk” comes to mind (if we can separate it from mega corporate-peddled iterations of iced tea). Yes, I’m reclaiming “brisk,” taking it back from convenience store shelves and returning it to the kinds of things it used to describe, like walks on chilly mornings, or breaths that tighten and tickle the lungs. I acknowledge I may be out-of-touch with consumer trends. If the word “brisk” conjures in my mind bottles and cans of iced tea, then I may be the one with the problem and not the consuming public or the marketing and advertising firms that promote the brewed (hopefully) beverage (I envision machines mixing water with a patented “tea syrup” in giant vats, with tasters on the side determining the degree to which the substance mimics iced tea). Is Brisk Iced Tea still around? I guess my next trip into a gas station might answer this burning question, which I truthfully don’t really care to know the answer to, if I’m being honest. I don’t care. This is just the direction this blog happened to go.
It’s clear to me now, though, that the problem is at least partially mine. Maybe on some level, it’s society’s problem, but I’ll just own it for now: I resent the way companies hijack legitimate words for the purpose of making money. Like “monster” and “wrangler.” I guess the logophile in me resents that consumer products come to mind when those words are used, often before their original meanings come to mind. I know–first-world problem. But culture hinges on language, and associating a word with a mass-produced beverage before associating it with what it actually signifies has a way of easing us up the slope and into the shallow end, intellectually speaking.
This very blog is an example of how this phenomenon works. All I wanted to do, when I wrote the first sentence of this post, was praise the quality of the autumn sky’s blue. I found it inspiring. It had been cold when I was walking outside, but it was that sunny kind of cold that seems more palatable than the cloudy kind, so I was inclined to find it invigorating rather than uncomfortable. And the intense shade of blue that served as a backdrop for the trees struck me as a uniquely autumnal thing–particularly late autumn, when trees are almost bare but a few orange-brown oak leaves still stubbornly cling. And what’s the perfect word to describe a cold, invigorating breeze? You guessed it: brisk. Except when I landed on that word, I also landed on the idea of that rather unsavory form of tea that exists in bottles on convenience store shelves and in twelve-packs of cans in grocery stores. It then became difficult to separate the meaning of “brisk” from the marketed product that bears that same word as its name. But it didn’t stop there. Soon, one of the beverage’s slogans came into my consciousness: “That’s brisk, baby!” Except it’s not! It’s high viscosity tea syrup in a can, and tastes of chemicals and artificiality. I’m not a fan.
So I ranted.
For a less angry, more appreciative, and generally happier post on consumerist culture, read this: http://alandrue.com/in-the-mall-i-was-in-the-mall/.