1984
Working for: Territory Studio
“In the end we shall make thoughtcrime literally impossible, because there will be no words in which to express it."
Newspeak
I can still hear my Secondary School English cackling in the distance.
Newspeak is a fascinating concept: removing the possibility of a revolt by removing the language to describe revolution.
Redaction and the amendment of information was a crucial element of the copy – telling a clear story between the information that was true and the information that was presented to the population.
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“Eurasian forces appeared from behind the previously abandoned beach – heavy casualties ensued. The doubleplusstrengthful 4th Mans Division of Oceania attacked, sacrificing themselves for the glory of Ingsoc as any good mans of Ingsoc would.”
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In the never-ending World War of 1984, non-sensical negative news had to be hand-wrapped in positive messaging,
Reinforcing how everything is always getting better despite conditions getting worse was a complex task especially when language had to not only be concise and devoid and elaboration but newspeak is founded upon contracting language over time to lose all sense of meaning at all.
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“times 3.12.83 reporting bb dayorder doubleplusungood refs unpersons
rewrite fullwise upsub antefiling“
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unpersons: dead
doubleplusstrengthful: extremely strong
bellyfeel: the blind, enthusiastic acceptance of an idea
duckspeaker: people will speak without thinking (positive or negative depending on the speaker
Modern-Day Copywriting
Orwell’s Newspeak has only grown in relevance since its invention in 1948.
Why?
Because simplifying language is the hallmark of modern copywriting.
Clients want the most direct route between ideas and expression.
I love complex characters, clashing consonants, cryptic connotations.
But this project really taught me that it’s only when you truly understand the power of words that you’re able to express your message in most effective way.
