JUST DON'T CALL THEM "PIT BULLS" . . . At f/k/a, David Giacalone weighs in on the decision by the Florida Supreme Court to discipline two lawyers for comparing themselves to pit bulls in their advertising:
When will the profession
see that it will earn the respect of the public through the personal integrity
of lawyers and the provision of quality services for reasonable fees -- not
through some phony notion of "dignity" or by treating the public like children?
Indeed. On the other hand, this case of metaphor-gone-too-far reminds us how dangerous figures of speech can be if handled by those who lack the proper training. As an English major, I wasn't fooled into thinking that those Florida lawyers were really going to chew out the throats of their opponents. But what would an ordinary member of the public think? When you keep in mind that ordinary members of the public are generally untrained in the use of metaphor, you see things in a new light. Thank you, Florida Supreme Court! It's why at my firm, Schaeffer & Lamere, we're using the court's decision to rethink our entire "raging rooster" ad campaign. At two years in the development, that's a lot of photoshopping down the drain. But it's the price you pay for pledging not to use metaphor irresponsibly.
What's the next animal metaphor under consideration at the firm? Pack mules. Nothing inappropriate about pack mules.
Related post: "Note to Lawyers Who Advertise: Don't Compare Yourselves to Animals."
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