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September 2014

Acrimonious.

Acrimonious. Businesspeople killed “synergy.” The food industry killed “pumpkin spice.” Hipsters killed “curate.” And now advertisers are here to claim one more victim—“artisan.” There’s technically nothing wrong with the word “artisan.” It has lived for centuries as a perfectly reasonable noun. artisan: [ahr-tuh-zuh n] noun 1. a person skilled in an applied art; a craftsperson. 2. a person or company that makes a high-quality or distinctive product in small quantities, usually by hand or using traditional methods There’s even a nice adjective variant of “artisan” called “artisanal.” Bowls, cheese, bread—all can rightfully be described as “artisanal.” So, why do advertisers…

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