Simplistic Utilization of Language

Posted by Robin on Jul 14th, 2008

Sometimes, in their desire to “sound good” people fall into the linguistic tiger trap of not saying what they actually mean. For example:

“A simplistic black dress is the answer to all of your fashion problems.”
A simple black dress might very well be the answer to one’s fashion problems, depending on the degree of sartorial challenge. However, a simplistic black dress would add to one’s difficulties with style; I’m not sure what such a dress would actually look like, but simplistic actually means “overly simple” in a negative sense, as in “His simplistic response didn’t even come close to answering her question.”

Another example is “utilize” vs. “use.” This is a regular occurrence in business-speak: “Company X utilizes special software for tracking inventory and managing costs, resulting in increased savings for consumers.” The trap here is the same as with “simplistic.” “Utilize” sounds like “use” but fancier; therefore, it must be better, right?

However, “utilize” means “to make useful” or “to turn to good use” as opposed to just using a tool for its intended purpose. Company X is using special software intended specifically for inventory management, so “use” is the appropriate choice here.

Now, if Company X repurposed robotic bumblebees originally intended for espionage to keep track of inventory, the company would indeed be utilizing the bumblebees, as inventory control was not their original raison d’être.

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