Yesterday Dave treated himself to a new book from Waterstones, and when we got the bag home I couldn't help noticing their new tagline, 'Feel Every Word'. Maybe I've got a nasty mind, or maybe it's the wordsmith in me, but I'm afraid my first reaction was 'ouch', swiftly followed by 'ew'.
Just imagine if that word was 'sludge', for instance, or 'slimy' or 'disgusting puddle of ooze'. Or even worse, 'agony' or 'snapping bone', 'toothache' or 'decapitate'. Would I (or anyone else for that matter) really want to feel those sensations?
I know what Waterstones are trying to do and up to a point I applaud their attempt to involve people in the sheer richness of language and reading. I can't help wondering, though, whether this particular campaign has backfired. And I bet they paid some consultant squillions to come up with it, too.