Advertising vocabularies differ depending on what's being sold. A sports car doesn't get the same write-up as a family saloon, and a laptop computer isn't described in the same high-tech language as an iPod. But there are some words which have crossed genres, and now seem to be applied with blind enthusiasm in the most unlikely places.

My current favourite is tactical.

You'll find it defined on Answers.com in various ways, but they quote the current U.S. Military Dictionary, which for this LJ entry seems more appropriate than most.

tactical, adj.

Designed or implemented so as to gain a temporary limited advantage: short-range.

1. of, relating to, or constituting actions carefully planned to gain a specific military end.

2. (of bombing or weapons) done or for use in immediate support of military or naval operations. Often contrasted with strategic.

This once-military-only term has since moved, via business, into more-or-less everyday use, but it's slipped its leash and like an unruly dog, is leaving traces of its passage in places where it shouldn't be allowed to go. (Mind your feet.)

...not a recreation of the Sistine Chapel!

But try telling that to Heston Blumenthal.

Diane and I recorded last week's Further Adventures in Search of Perfection - the one about chili con carne -- and watched it the other night with increasing amazement as he piled on layer after layer of daft, pointless elaboration.

The man hasn't a clue about how to cook with chilis, either: presented with something that used them - Oh look, they're in the name of the dish and everything! - he instantly reverted to Macho Man and went for the hottest he could find (or at least with the funniest name - Devil's Penis.) Someone should have let him try a Jolokia without telling him how hot it is; now that would have been really funny.

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