NOTE: To get the most juice out of this addendum, go down to the Catacombs for the ARCHIVES over there in the right column and unearth the November 2005 entry, “Overwhelming.”

WE CALLED STORES “MARKETS” for hundreds of years, then SUPERMARKETS for a few decades, then HYPERMARKETS for about ten minutes, then we gave up and went back to “store.” The same etymological brain freeze is happening again, especially on the NEW! IMPROVED! Madison Avenue.

Brandweek states: From May to October, Dr Pepper will be running an “ultra high-definition” ad across AOL’s network. The first of its kind banner ad for the Dr Pepper Snapple Group was created under the working name “Drool” by digital agency VML, Kansas City, Mo.

“We treated it like we were shooting a car,” said Robert Stone, director of interactive at Dr Pepper Snapple Group in Plano, Texas. “I guarantee you'll want one after you've seen the ad.”

Now, I’m not going to say a word about why it takes galaxy-spanning technology to sell you sugar water (under the code name DROOL no less). I just wonder what happens when we hit the absolute linguistic limits of HYPE? And as you all know if you study Super-String Theory (a vast improvement over plain old everyday String Theory), HYPE is actually one of those invisible dimensions they keep prattling on about.

(To read the original article, see Brandweek.)