Sonja Riesterer discusses the complexities of language in marketing and communication, emphasizing the importance of context and the evolution of terms for inclusivity. She highlights the need for alternative terminology that is more descriptive and concise, as well as the impact language has on perception and learning. The presentation underscores the significance of adapting language to enhance understanding and connect with diverse audiences.

1. Terms & conditions apply
Sonja Riesterer
Why non-native speakers swear on stage

2. Hello!
I am Sonja Riesterer
Marketing Manager at integer_net
@sonjarierr

3. Language connects

4. Find a common language
◦ Client: „Campaign pages.“
◦ Me: „What?“

5. Image credit: World Population Since 1300 A.D. Chart via Matt Lemmon on Flickr (CC BY-SA 2.0)

6. Language divides

7. It became a little more complicated
Image credit: Minna Sundberg - Language Tree (expanded) via Tom Wigley on Flickr (CC BY-NC-SA 2.0)

8. Dude, where’s my cart?

9. ◦ Master & Slave process
◦ Blacklists & Whitelists
◦ Black Hat & White Hat SEO
Terms

10. “Language doesn't exist without
context, and that context makes
some people uncomfortable.
Software is still about people (all
life is), and it does no harm to defer
to their history”
Andrew Howden

11. ◦ Master & Slave Parent & Helper
◦ Blacklist & Whitelist Denylist & Allowlist
◦ Black Hat & White Hat SEO Unfair & Fair SEO
Alternative Terms

12. Costs vs. Benefits

13. “In pretty much every case there is
a better word that is:
1) more descriptive and 2) shorter.
That's a win.”
Andy McKay
“Language is important”

14. If change is for the better,
embrace it.

15. Language influences
perception

16. Same same but different?
Image credit: Lera Boroditsky – How Language Shapes the Way We Think, TED

17. %$#! this and that

18. Learning a second language is hard
Image credit: Minna Sundberg - Language Tree (expanded) via Tom Wigley on Flickr (CC BY-NC-SA 2.0)

19. Obscenity
◦ Learned before the use of abstract
words
◦ In our mother tongue
◦ “hallucinogenic effect”

20. Second language: No image, no
problem
merde

21. ❔ What thoughts do
you wish to create?

22. Sonja Riesterer
Thank you!
sr@integer-net.de
@sonjarierr
@integer_net
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