The Humanity Of Words - online book

A Primer Of Semantics

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114                THE HUMANITY OF WORDS
Take a stroll up Madison Avenue from Fortieth to about Fifty-second. It is not much different from other avenues in Manhattan. But say, "Madison Avenue" with quotes and you conjure up the Great God Advertising, or to put it more discreetly, the socio-economic-political art-science of "Public Relations." Call it what you will, in one breath "Madison Avenue" epitomizes all the skills of promotionof persuasion.
Just as "Rue de la Paix" symbolizes the wine-sipped-not-gulped joys of stylish French living, so "Madison Avenue" has come, in recent years, to symbolize the genius of American promotion.
Crook your fingers when you say "Madison Avenue" if you mean by that the quintessence of American seduction, of American cajolery, of American enticement, of American temptation in the interest of profit of one kind or another.
Use quotes to indicate to others that you use a familiar word with a special meaning.
To sum up then Korzybski's recommendations in connection with quotes;
Use quotes on the silent level to insure consciousness of abstracting inside your own skin.
Use quotes around a class word when you want to emphasize the differences left out.
Use quotes around a big word as a signal to clarify meanings.
Use quotes to show incompleteness because a word is a separator.
Use quotes around a familiar word to indicate a special meaning.
Etc.