I can’t help it. I read from a grammarian’s perspective.
More than 45 years after I put together nouns and consonants to read the word Donut, I digress almost every time. Knowing what I now know, it should have said Doughnut. After all, those rings began as …. dough.
These days, the phrase Free Gift really bothers me.
I shop for deals just like the next person. I totally get a thrill when my purchase yields a bonus, such as the opportunity to receive something else for nothing or the chance to buy something additional at a discount. In the retail world, those bonuses are known as GWPs (gift with purchase) and PWPs (purchase with purchase).
But free gift?
Since when is a gift not free?
Sure, there are certain people in our lives who expect some return on their gift. And there are those of us who feel like recompense is necessary upon receiving something. But when a retailer offers a free gift, what does it really mean?
For those of us with some marketing background, such ridiculous language is evidence that the retailer thought it best to write their own marketing copy. Or, they went with the lowest-bidding marketing firm. Either way, it was a terrible idea.
I had the misfortune of a tight friendship with an occasional Estée Lauder pitch-woman back in the day. Sure, she was nice and I love her dearly. But damn her for teaching me the GWP and PWP meanings, which haunt me to this day.
Coincidentally, a quick check of the latest Estée Lauder advertisements reveal an apparent lowering of its marketing bar with a high jump onto the free gift bandwagon. Never mind that the company also offers free samples, and free shipping and returns — true retail benefits.
What’s next in the marketing world of vernacular tomfoolery?
Added bonuses? Free trials?
But, wait! If you call within the next 10 minutes of this (randomly broadcast) commercial, you’ll learn that we’ve already bought into such double-edged marketing shenanigans.
If ever we deserve a free gift, it is now. But hurry. Such offers are only available for a limited time.