HMPRESENTLY: Waaaay Toooo Much

Adding redundant letters to words; What’s that all about? They’re frequently in emails from business firms. A word like – so – is spelled; sooooo.

We got an email the other day from a clothing company with the word; YAAAASSS! In all-cap letters, no less.

Putting redundant letters in words, like capitalizing every letter in certain words, evidently is a marketing strategy aimed at stirring emotions; at getting consumers SOOOO excited about a pair of pants, designer socks, a sweater. YAAAASSS, you’ve just got to have this product!

Politicians have been putting redundant letters in words a lot, lately. Didn’t the president tweet something, recently, about the economy being “sooooo good!”

Think about all the additional keystrokes it takes to type words with redundant letters. There must be medical research, some study linking carpal tunnel syndrome to typing redundant letters. Sore joints, inflamed tendons; for what? To get folks excited about pants, or the economy?

What’s that Army Medical Center where American presidents have their physicals? Walter Reed? The staff may need new medical protocols for presidents who type waaaaay toooo much.

Harvey Radin

Harvey Radin is former senior vice president in charge of corporate communications and media relations, Bank of America Western Region. He makes his home in Redwood City, CA.