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V11 2008 INDEX
E-SYLUM ARCHIVE
MORE ON THE USE OF ADJECTIVES IN COIN CATALOG DESCRIPTIONS
Dick Johnson submitted the following comments in response
to our discussion on what some describe as the excessive use of adjectives
in coin catalogue descriptions. He says "It's not the hype - it's the
hyperbole!" -Editor
I don't mind the adjectives in coin descriptions
for auctions and print ads (as mentioned in the last two issues of The
E-Sylum). It is the adverbs -- the third and fourth words prior to the
noun, those modifiers that pile on the adjectives. The adjectives are hype
which can be excused somewhat in describing coins to enhance their
desirability to elicit bids or a purchase. This can be considered trade
puffing -- every successful salesman is a master of this form of
communication. After all, a catalog description is an attempt to sell the
item. Conversely, adverbs are hyperbole which are annoying to some. The
verbiage has gone too far, piled too high, wrangling some ears (mine
included). I want just the facts, Ma'am. Here are some jarring examples I
found in past:
- liquid fire full cameo
- glossy sharp rims
- mellowed natural tan color
- exceptionally mirrored surface
These are from a series of ads in Coin World in 1995. The seller had undoubtedly studied descriptions of expensive coins. What I learned is there is a direct ratio between the offering price of the coin and the amount of hype and hyperbole in its describing. Greater cost, greater hype. Be on lookout for any word within quotation marks:
- "real" coin
- "glows" with silvery white radiance.
Out and out hyperbole:
- aura of respectability
- desirable in any grade
- greatest coin of all time
- magnificent specimen
- never have an equal
- for the ultimate collection
These are all exact wording from the ads of The Mint of Kansas City. Here is my candidate for the worst coin description in one of their ads -- for a gem 1879 Three Cent Piece (from Coin World, July 10, 1995, page 11):
- very, very pretty!
Wayne Homren, Editor
The Numismatic Bibliomania Society is a non-profit organization promoting numismatic literature. See our web site at coinbooks.org.
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