Every word counts. Where and when a word is used changes it meaning.

The same word can appall or endear.


In 1960, Avocado colored refrigerators were the rage.

By 1980, avocado refrigerators were replaced with almond colored refrigerators.

2005 Sushi with wasabi is the rage. Focus groups to identify color trends get a positive reaction to an avocado color that has been renamed wasabi.


A 1997 article in a business publication says there is a "tsunami of disdain" for the insurance industry. Working in the industry, I am not pleased. However, as a communicator, I appreciate how clearly the phrase conveys the author's opinion. I adopted the phrase and use it to describe things I don't like.

A 2004 earthquake in the Indian Ocean creates a devastating tsunami. Many lives are lost and hundreds of homes. I stopped using "tsunami of disdain" to describe things I don't like. The word has a new and more serious meaning.  


A 1960s department route slip lists each man by name.

The line below the men's names contains one word ... Girls.

Not significant enough to be named as individuals, they were grouped under one word.

I am appalled.

A 2004 call from my Mother announces Dad has asked, "When will the girls arrive?"

Dad was referring to my sister and me, both of us past the age of 50.

I am touched.

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