Word is the cornerstone of all communication. Language, consisting of words, can be taken for a separate communication code which carries out exchange of information between two brains – or, in line with this metaphor, the powerful interfaces – processing the information. Provided we know well the recipient’s environment, the emitted thought can be coded using carefully selected words. In such cases the thought can be adjusted and adapted in such a manner as to elicit instantaneous response in the form of an immediate association.

We cannot create thought processes by ourselves without using generally known words whose meaning is unambiguous in our environment and almost collective for everyone. If the knowledge of the recipient’s environment allows us to use simple associations, the offered opportunity may be used. We can simply create new words, phrases and idioms and associate them with a meaning. In the past, several words like that have appeared out of the blue and they are used by most people to this day. Moreover, there are words that have penetrated the official language of the media. One oft-cited example in the Czech lands is the quite frequent term “penner.” The term was artificially implemented into common usage by a group of young artists as a linguistic experiment in mid-nineties. Today, this word has become part and parcel of the everyday language.

Word and Thought

The more a word is known and used, the more meanings it gets. Extensive use of well-known words resulted in a great amount of “empty” words. Their semantic value devaluated to a fraction of the original charge and emotional value. How many times do we daily hear, read or see words, such as “special offer,” “best value,” or “novelty”! Today, a novelty is automatically any product launched onto the market, albeit it is merely, and at best, a modification of its previous versions. In connection with soap or shampoo, this assertion is more than ludicrous. The latest real novelty may have been Dolly the sheep, or Viagra.

In our professions, we have been working with coded thoughts for as long as ten years. Many of us have become spontaneous creators of new artistic thoughts; others pursued linguistics, etymology, or psychology. The common denominator has been a thorough knowledge of the environment and work with language as a living organism, in whose evolution all of us have actively participated. Concerned by the current situation in the show business and the advertising industry, we have chosen to revitalise the roots of our profession, driven by spontaneous imagination and the will to contribute actively to the evolution of language as a communication tool for artistic, commercial, as well as marketing messages.