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GRAHAM KRIGE t h e ê t y m ö l ò g î s t


FOREWORD An Etymologist is one who studies the origin and history of individual words. I Have titled my portfolio “The Etymologist� because I wanted to evaluate the meaning and derivation of words, as applicable to a selection of well known products and brands.


ETYMOLOGY êtymölògў n. 1. from Greek etymologia “study of the true sense of a word,” from etymon “true sense” + logos “word”, from old french ethimolegia “facts of the origin and development of a word” (late 14th century)

the êtymölògîst: Graham Krige Some call me the Indiana Jones of words. Some say I’m the Sherlock Holmes of language. Others call me an obsessive maniac. Frankly I couldn’t care less. I will never apologise for my insatiable appetite to detect and excavate the origins of words. I am proud of my passion to leave no stone unturned and no mystery unsolved. Scouring the linguistic landscape with a fine-tooth comb is my area of expertise and none is as expert as I. Each new hunt poses a new challenge, a chance to pit my investigative skills against the sands of time. This philosophy remains the very essence of my being, permeating everything I do. If there is a word which stubbornly refuses to yield forth its origin; a troublesome portion of the English language which appears to offer no solution, it is only a matter of time before I, The Etymologist, part the clouds of mystery to reveal the clear, shining truth.


C O N T E N T S Page Number

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Kings of Leon

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Simply Chicken

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Bellwether

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DStv

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Conflicting Contexts

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Create Not Hate

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East Coast Radio

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Milo

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Make Mine a Builder’s

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Umthombo

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The Sharks

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Discovery

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Acknowledgements

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KINGS OF LEON kǐng n. 1. old english cyning, possibly related to cynn “family, race” making a king a “leader of the people” or from a related root suggesting “noble birth” making a king originally “one who descended from noble birth” lē’on n. 1. medieval kingdom in northwestern spain, said to be from latin legionis (septimae) “of the seventh legion” which was stationed thereabouts in roman times, the name probably then conformed to Spanish leon “lion”

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Create a copy-based print campaign for the Kings Of Leon album, “Aha Shake Heartbreak” solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving The copy is almost incomprehensible, as it is based on deep southern dialect which is characteristic of the band’s own music and lyrics. This creates a strong intrigue capable of capturing the attention of the reader.

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SIMPLY CHICKEN sǐ΄mplў adv.1. disparaging sense (mid 14th century) is from the notion of “devoid of duplicity” chi΄ckėn n.1. old english cicen “young fowl,” which in middle english came to mean “young chicken” from west germanic *kiukinam, kiuk being a reference to the noise the bird makes

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw The brief called for an emphasis to be placed on the irresistible taste of Simply Chicken’s pre-cooked meals and the fact that such meals require minimum preparation. solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving The concept lies in the human truth that a quiet dinner table is always testimony to a delicious meal. Each print shows a slightly different angle of the concept but all supplement the brand’s ability to provide delectable dinner delights that are likely to keep the family satisfactorily silent.

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BELLWETHER běllwether n. 1. mid 15th century from bell + wether; the lead sheep of a domesticated flock on whose neck a bell was hung, used earlier in the figurative sense of “chief, leader” (early 15th)

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Create an agency, complete with its own name and values and state what differentiates it from current agencies. solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving Bellwether is a full-service advertising agency that seeks to become a leader in the industry through exploring new media landscapes.

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B E L L W E T H E R

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tělėvǐsion n. 1. borrowed from french télévision from tele- + vision, other proposals for the name of this then-hypothetical technology were telephote (1880) and televista (1904) the technology was developed in the 1920s, nativized in german as fernsehen, abbr. TV.

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Create a print advert that places an emphasis on the range of choice DStv offers its subscribers in the form its extensive menu offering consisting of more than 80 channels. solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving The crux of the concept lies in the well known quote, “A picture is worth a thousand words”. The logical assumption being that if such a quote rung true, then the brand must say a lot more than one thousand words. In fact, closer to an infinite number when considering the amount of pictures it transmits though it’s diverse range of channels.

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1 picture 1000 words 1 DStv 10000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000

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CONFLICTING CONTEXTS cǒ’nflict v. 1. early 15th century, from latin conflictus, past participle of confligere “to strike together, be in conflict,” from com- “together” + fligere “to strike” cǒ’ntěxt n. 1. early 15th century, from latin contextus “a joining together” originally past participle of contexere “to weave together” from com- “together” + texere “to weave”

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw This was an open brief in which I was able to choose any medium with which to work.

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CREATE NOT HATE crėā’te v. 1. late 14 century, from latin creatus, past participle of creare “to make, bring forth, produce, beget” related to crescere “arise, grow” hāte v. 1. old english hatian “to hate,” from old saxon haton, old norse hata, german hassen, gothic hatan “to hate”

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Making use of alternative media create awareness for Create Not Hate and their plight to unlock the potential of the troubled youth in Britain. solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving This is an ambient campaign that takes a literal approach to guiding the “lost generation” of today’s youth. Such signs are universal symbols to be understood by all and therefore have the potential to become social memes.

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TO A LIFE OF CRIME. www.createnothate.org

DON’T LET YOUR LIFE HIT A

www.createnothate.org

DON’T

TO PEER PRESSURE www.createnothate.org

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CREATE NOT HATE crėā’te v. 1. late 14 century, from latin creatus, past participle of creare “to make, bring forth, produce, beget” related to crescere “arise, grow” hāte v. 1. old english hatian “to hate,” from old saxon haton, old norse hata, german hassen, gothic hatan “to hate”

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Create Not Hate is an organization that seeks to unlock the creative potential of the troubled youth in Britain. solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving Teen violence in Britain has become an “elephant in the room” in a sense that it is there for all to see, yet no one is brave enough to address it. Hence the copy: “How do we do it?” implying “how do we manage to ignore such an issue and furthermore, how do we address it?”

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How do we do it? www.createnothate.org

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How do we do it? www.createnothate.org

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How do we do it? www.createnothate.org

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EAST COAST RADIO east n. 1. old english east “east, easterly, eastward,” from proto germanic aus-to-, austra- “east, toward the sunrise” (the direction in which dawn breaks) coast n. 1. from old french coste “rib, side, flank; slope, incline;” latin costa developed a secondary sense in medieval latin of “the shore” via notion of the “side” of the land as well as “side of a hill” rā’dǐō n. 1. abstracted from combinations such as radiophone and radio-telegraphy (1989)

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Produce a concept-driven series of radio adverts for East Coast Radio creating awareness for their Winter Warmth Campaign by encouraging the public to help support by donating a blanket. solu’tioněm n. 1. from solutio a loosening or unfastening, also a solving “Methods of keeping warm in Winter” is based on alternative and often humorous ways of keeping warm. The subject of encouraging donations is a delicate one, thus a tongue-and-cheek approach sells a “feel good factor” as opposed to simply relying on cap-in-hand tactics.

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Client: ECR Job: Radio Advert Title: Methods of Keeping Warm: No.2 Duration: 40” Audio

SFX

MVO (avuncular, posh regal British) “Methods of keeping warm in winter: Volume twelve, chapter thirty seven” “A piping hot bowl of pumpkin soup… Slurping …will keep you warm for precisely thirty six minutes” “Doing the horizontal shuffle… Bed Creaking …with a special friend will keep you both warm for precisely four minutes, on a good day five” “But a blanket will keep a child warm all through winter and your heart warm… Heart beating …for a lifetime” “To support East Coast Radioʼs Winter Warmth Campaign with a simply donate a blanket or R35. Visit your nearest Hub or www.ecr.co.za to find out more.”

 

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Milo n. 1. derived from milon, a champion athlete of ancient greek mythology renowned for his amazing feats of strength (600 BC)

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Reposition how Milo markets itself as a brand, and in doing so extend its appeal to a whole new market segment. solutionem n. 1. from solutio a loosening or unfastening, also a solving The Milo brand currently focuses on the performance-enhancing benefits of the product, but it neglects to emphasize that it in essence it is simply a delicious beverage enjoyed by all. Not everyone can relate to sport, yet taste is universal. Herein lies the concept whereby the irresistible taste of Milo causes people to literally fall in love at first sip.

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“I don’t know how to describe him. He’s one of those guys every girl wants. Totally chilled, sweet, healthy, super tanned and suuuuper hot! He’s the warm, friendly type of guy you can cuddle up to on a cold, wet night. He’s also the most refreshing company on a hot Summer’s day. He gives me such a warm fuzzy feeling inside. When my lips first touched hiss an I experienced that smooth, velvet-like kiss, I and knew we were meant for each other”

Love at first sip.

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MAKE MINE A BUILDER’S bui’lder n. 1. late old english byldan “construct a house” tea n. 1. The distribution of the different forms of the word reflects the spread of use of the beverage, the modern english form, along with french thé, spanish te and german tee derive via dutch thee from the orginal amoy (chinese dialect) form, reflecting the role of the dutch as the chief importers of the leaves through the dutch east india company (1610)

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Devise a campaign that portrays Builders Tea to be at the heart of British culture. solutionem n. 1. from solutio a loosening or unfastening, also a solving “It’s not the same without tea” was borne of the simple observation that tea (the beverage) is pronounced the same as ‘t’ (the letter). Therefore I created a series of statements whereby a key word has the potential to change meaning in the absence of the letter ‘t’ and therefore render the whole statement ridiculous. This then forms a literary metaphor of how the absence of the Make Mine a Builder’s brand would render British society ridiculous.

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“The pin of beer was so sharp it pricked my finger.” It’s not the same without tea.

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“the poor, homeless ramp looked through my trash.” It’s not the same without tea.

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“The little boy took delight in my biblical ale.” It’s not the same without tea.

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UMTHOMBO Umthombo n. 1. wellspring wěll n. 1. “hole dug for water, spring of water” old english wielle (west saxon), from wiellan. ~ -spring: “source of a stream or river”

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Shoot a 30 second TV advert that captures the essence of Umthombo, a non government organization that seeks to change the negative perceptions of street children in South Africa. solutionem n. 1. from solutio a loosening or unfastening, also a solving The concept challenges the stereotype that all street children are drug abusers and criminals. The script revolves around a boy shaping his surf board. However the angles and scenes chosen, are specifically ambiguous in order to create the perception that he is breaking the law. Finally the surfboard is revealed along with his true intentions, thus breaking any negative preconceptions.

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Client: Umthombo Job: TV Commercial Title: Misconceptions Duration: 60” Video

Audio

CU of a young boy, tying a bandana around his face

“Eyes on fire” by Blue Foundation begins playing

Cross fade to a back view of the boys hands tightening the bandana CU of his eyes MCU of the boy flicking open a knife CU of his hands stabbing and cutting a plastic bottle The boy is seen from behind, smelling glue and then pulling away CU of white powder falling on his feet CU of the boys crude sanding utensil CU of the line of white powder he cuts CU of the boy blowing the line of powder away CU of sweat trickling down the boyʼs face CU of his hand sanding from the shadows Cross fade into daylight WS of the boy entering the sea at a fast sprint WS of the boy above the water with the Durban skyline in the background Fade through black, copy reads “Appearances can be deceptive” Fade through black, copy reads “Transforming negative perceptions into positive outcomes” Fade through black – Umthombo logo and web address is shown

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Music fades out


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THE SHARKS shā’rk n. 1. the meaning “dishonest person who preys on others,” (1599) later applied to the large, voracious marine fish, possibly from german schurke “scoundrel, villain”

proballein n. 1. “propose,” from pro “forward” + ballein “to throw”. Create an original campaign using the medium of alternative print to maximise exposure for the brand at a minimum cost. solutionem n. 1. from “solutio” a loosening or unfastening,” also “a solving”. The magazine band is an innovative use of print as it can be used on any magazine and generates invaluable word-of-mouth brand exposure.

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DISCOVERY discover v.1. from old french descovir “uncover, unroof, unveil, reveal, betray”

prǒ’ballei’n n. 1. propose, from pro forward + ballein to throw Devise a campaign that will help create awareness for Discovery’s Corporate Social Initiative. solutionem n. 1. from solutio a loosening or unfastening, also a solving The campaign revolves around the key fact that, without it’s members Discovery wouldn’t be able to impliment any of it’s CSI programmes. This makes them indiriectly and equally responsible for the intiatives. The campaign sought to make members aware of their “inner samaritan” Thus the subbrand Discovery Tandem was born.

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Client: Discovery Job: Radio Advert Title: You’re an inspiration. Duration: 40” Audio

SFX Brimful Of Asha – Fatboy Slim begins playing.

FVO (Smooth, silky) “Hey you. You know, staring at that number plate of the car in front of you isn’t going to make time go any faster. However, while you’re waiting around, we’d just thought we’d drop in to say a HUGE thank you. You most definitely deserve it. You are an inspiration to us all. So go ahead and smile that confused smile. Thank you! Thank you!” By simply being a member of discovery, you are improving the lives of less fortunate South Africans. Discovery Tandem. A Collective Social Initiative.

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Brimful Of Asha – Fatboy Slim fades out.


Your name:

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T H E

E N D

Here endeth the first chapter of but many to come. Having wrestled this beast to the ground, I now turn my attention to further horizons, greater challenges and seemingly insoluble mysteries. The world is my parchment, the brief is my ink and I am the quill. The legacy of The Etymologist shall reign eternal over the everlasting landscape of language.

Graham Krige.

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ACKNOWLEDGEMENTS SIMPLY CHICKEN M.Rowe R.Collingwood

BELLWETHER B.Van Deijzen C.Nielson D.Evans J.Lavender L.Peters S.Oakley S.Smith

CREATE NOT HATE J.Lavender

EAST COAST RADIO J.Langton N.Murphy

MAKE MINE A BUILDERS S.Kougianos

UMTHOMBO B.Celine C.Foord C.McNabb K.Oakley S.Oakley W.Shannon

THE SHARKS B.Van Deijzen C.Nielson D.Evans J.Lavender L.Peters S.Oakley S.Smith

DISCOVERY

M.Mouton G.McPhearson N.Sadeq A.Saville K.Calitz A.Boikanyo M.Oldfield N.Rosada 49


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