Sunday, May 07, 2006
THE CASES OF SLEEPLESSNESS
Was, Were, and What Would it Matter?
It's no wonder I cannot relax, and that I have difficulty sleeping, when I'm confronted, while innocently riding the El, with posters for Heineken Premium Light that read, in relevant part:
If Only Every Ride Was This Smooth.
The advertisement's erroneous, or at least misguided, capitalization notwithstanding, may I just ask, in one word, "Was?"
Again: If only every ride "was"?
Let me introduce Heineken's agency copywriters to an apparently unfamiliar concept, that known to a dwindling few of us as the subjunctive.
As in:
If only every ride were this smooth.
Emphasis added.
And obviously necessary.
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JAMES MARTIN CAPOZZOLA
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James Martin (Jim) Capozzola launched The Rittenhouse Review in April 2002, TRR: The Lighter Side of Rittenhouse, HorowitzWatch, and Smarter Andrew Sullivan in July 2002, and Bulldogs for Kerry-Edwards in October 2004. He is also a contributing member of President Boxer.
He received the 2002 Koufax Award for Best Post> for "Al Gore and the Alpha Girls" (published November 25, 2002). Capozzola's record in the Koufax Awards includes two additional nominations for 2002 (Best Blog and Best Writing), three nominations for 2003 (Best Blog, Best Series, and Best Writing), and two finalist nominations in 2004 (Best Blog and Best Writing).
Capozzola’s experience beyond the blogosphere includes a lengthy career in financial journalism, securities analysis, and investment research, and in freelance writing, editing, ghost-writing, and writing instruction.
He earned his bachelor's degree in political science from the University at Albany and a master's in foreign affairs from the University of Virginia.
Capozzola lives in Philadelphia with his bulldog, Mildred.
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