The following is a rewrite of the first newspaper column I ever sold. The new version was recently published in the Pittsburgh Tribune-Review’s Focus Magazine. Apparently I’ve spent way too much time reading labels and list of ingredients.
Please, Don’t Murder the Modifiers
“If you catch an adjective, kill it,” Mark Twain wrote. Sound advice,
perhaps, for people who write newspaper columns, limericks, or fortune
cookies, but what about the rest of the working world? If we whacked
all the adjectives and sent them to sleep with the fishes, several
lucrative industries would go belly up.
For instance–advertising, a billion dollar business. Imagine choosing
a new shampoo based on a list of ingredients. (“This one sounds good..
‘Head Hair Shampoo — This product will clean your hair with a
combination of sodium chloride and glycol distearate mixed with
secretions of rodent glands.’ Wow! I’ll take two!”)
We, as consumers, don’t want to take time away from our families and
many beloved electronic devices to read really boring lists of icky
ingredients. We want to know what the shampoo will do for our hair and
will our sex lives improve if we use it. Will the herbal ingredients
infuse each strand with a brilliant shine, caress it with soothing
botanicals, or frizz it up like a wire-haired terrier on a Cancun
holiday? It would be tough to know if all we read on the label was,
“Our shampoo will clean the dirt out of your hair and leave it . . .
cleaner. Buy it and see if you can finally snag yourself a date or hit
the Powerball.”
While adjectives help us to visualize results we might gain from
buying and using many products, well-chosen modifiers actually keep
the wine-making business afloat.
Without adjectives, professional wine-tasters would lose their jobs
and start sleeping on park benches, trembling hands clasped around
small paper sacks of rotgut wine, muttering in their sleep in bad
French accents.
Imagine this typical scene at “Tres Expensive Winery,” where the head
wine taster is introducing the latest vat of Chardonnay to the local
press
Journalist: “How do you find the wine, M.Poupon?”
Wine taster: “Superb! It was full-bodied yet delicate, forceful yet
subtle, seductive and smooth while retaining a delicious hint of
amiable boldness.”
Without adjectives, the same scene would go like this:
Journalist: “So, how was the wine, M. Derriere?”
Wine-taster: “Ah, it was wine. It had a taste. I tasted it and liked
it. When everyone else tastes it, I am convinced they will like it,
also.”
Adjectives are vastly important to another huge industry–the cosmetic
industry. All major cosmetic houses employ house “noses.” Worth their
weight in gold, Noses have a keen sense of smell and literally sniff
out the individual notes (scents) used to develop perfumes. When “Ms.
Olfactory” relays her findings to the staff perfumer, she must be
precise.
“The top note is laden with a heady blend of spicy jasmine and tart
lime, drying down to the exquisite middle notes of piquant lavender
combined with sweet young rosebuds that perfectly compliment the
bottom note of zesty orange blossoms and dusky magnolia.”
The modifier-free version would not only be boring, but incredibly
frustrating to the perfumer
Perfumer: “What do you think of my creation, Madame Odour?”
Nose: “I think it smells, sir. I enjoy all of the smells separately,
but when they are blended, Mon Dieux! Do they ever smell!”
Someone once wrote, “A perfectly chosen adjective is to a sentence
what an impeccable wine is to a meal–-a complementary and delightful
addition.” Actually, I just made that up in the shower while I
shampooed my hair with frothy mounds of freesia essence, followed by a
generous splash of a spicy, intoxicating vanilla body spray. Half a
glass of a subtly nutty Chardonnay later I’m feeling sublimely
relaxed. Mark Twain, be danged.
