On this video, it tells mostly about about how the change of wordings and the words itself can affect the listener (or possibly reader). Steve Pinker has mentioned that the language changes consistently as language comes from the human interaction of that time period. The good example of that would be, people have hard time or even cannot understand the books that are from the 18th century England. The language is still the same language (English) that I am currently writing, but it sounds different as of the culture, perspective, and the way people talk has changed.
Depending on the wordings, meaning could be changed totally. Steve Pinker has shown us the example of ‘Invading Iraq’ and ‘Liberating Iraq.’ The deep meaning is still the same of attacking Iraq, yet depending on how you portray it, it could be shown as cruel invaders or the savers of democracy. I personally believe this is already used well in advertising and marketing.
Every product has the problem or the weak spot, but it is how we portray it. Bernbach has used, “When you are only No.2, you try harder. Or else” for Avis. Just like that, it is how you say it, but customers will take it totally differently. Each wording is especially important these days. In the past, people have read the long long body copies. But do we still do that? Advertisers might have less than 3 seconds to give the impact with our language skill (visual skill or copywriting skill) to interact with the customers. On that limited time, we have to show, what makes our product special compared to other hundred brands that are selling the same product with a little bit of difference. This TED talk have made me to think more deeply about the power of the words itself.