Recently wrote a print ad for a client with a headline which included the word U. Years ago I would have thought it too cheesy to use. But it’s a good time to be using SMS language in print headlines. It’s still new enough to attract attention and prevalent enough to be understood. RU with me?

Exciting times. Has written language ever evolved this quickly? Amongst other SMS-fuelled changes we’re currently watching the removal of the word “you” by the word “U”. The new companion to “I”.

Something for old people to tut-tut about but there’s a certain efficiency in common words being short. I think “you” can only survive if “U” develops a slightly different nuance. But I suspect it’s more likely that “U” will be so heavily played back by the media that it will simply overwhelm “you”. “You”, I think UR going the way of “thou”.


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