the notable sauvage

Does etymology determine destiny? 

I have taken a liking to the new fragrance Sauvage by Dior. I sampled it at Lord & Taylor, where I've gotten friendly with Gaylord, at the men's fragrance counter. After wearing (does one truly "wear" a fragrance? Or does it wear you? Isn't more like you unwear it, one molecule at a time?) sample spritzes, I received favorable responses from strangers and familiars alike, as in: "Oh. What is that you're wearing?" Or, "You smell nice." Or, "I like it. It's you." Admittedly, my coltish impatience sometimes takes the impolitic form of forwardly inquiring, "How do you like the way I smell?" which defeats the whole notion of pheromone subtlety or sophistication. Oh well. So be it. C'est moi. Noblesse oblige.  

Sauvage is described by its makers as "[a]t once refined yet untamed," along with a lush landscape of other-wordly flowers and forests and fauna (such as wolves in the night). As with wines or coffees or teas, fragrances embrace arcane and evocative vernaculars. As a copywriter, I would love the daunting challenge of bringing a fragrance to life by a marriage of word and image. Anyway, it's too late for that. The folks at Dior have already delivered a scintillating bouquet of sensual syllables and smoldering images.

Before I go any further, allow me this disclaimer: Dior didn't put me up to this. I'm not in the habit of crafting product endorsements. Dior isn't paying me. They've never heard of me. But it's my story. I needed and wanted something to write about, and this is what popped into my head via my personal olfactory highway.

Wearing the fragrance prompted me to look up the French word "sauvage" and to meander etymologically, which I like to do, as you know, if you've ever read anything at all here.

I discovered "sauvage" is employed in the wine business. But that's not what drew me to it. I further learned that adjectives such as wild, untamed, natural, earthy, unspoiled, fierce, ferocious, indomitable, valiant, sylvan, primitive, unauthorized, and savage emanate from this word's web of wonder and enchantment. You can imagine why the copywriters and perfume artisans might applaud the allure of these words as they adhere to and then float off of the printed page or webpage -- most importantly, if these words, and unnameable others, transmit pulsing hums of desire to anyone under their invisible halo.

Would knowing the etymology of sauvage all by itself lead me to it, even absent its aromas?

I don't know. I'm not out of the woods yet on that one. 

Hall of Fame of Delicious Ad Copy Married to Tasty Images

. . . goes to Haagen-Dazs:

photo of chocolate ice cream on a floating spoon

all we add is cold

Just five all natural ingredients. Simply perfect.

image of Haagen-Dazs container of five milk chocolate ice cream

images of five ingredients: chunks of chocolate, cubes of sugar, glass of milk, an egg, whipped cream on a stainless steel French whip (whisker, egg beater)

Nettlesome Meddlesome

Hoping to be one of the "gentlemen of brave mettle," and at the same time gainfully employed, last week I ventured to take a battery of exams at a recruiter's place, spurred on by a personal revenue stream reduced to a trickle, a creeklet almost as bereft of water as this blog has been absent of words recently. (I just love the luxury of meandering words scheming to stream into syntactical straitjackets, don't I? Yes, I do.) A battery of exams. Let me say tests test me like an assault, an affront to my front; a disappearance of appearances. They undress me. They always have had that effect on me. So, just the thought of taking a test ups the anxiety quotient. ("Ups"; now that's a curious verb to describe performance anxiety.) When I discovered, at home, the night before the test date, that the testing software would not work on a Macintosh (the only computers we have at home), I felt both relieved and justified. The next day, while filling out enough paperwork to duplicate the Oxford English Dictionary (OED), I nearly returned the cheap ballpoint pen to the attractive receptionist and almost walked out. My surrender to dignity consisted of my refusal to fill out certain sheets of paper, e.g., detailed instructions to call so-and-so to rat on me, I mean, serve as a reference. (It turned out not to matter, boys and girls.) Isn't there a poem somewhere that begins, "Terrance, this is stupid stuff"? Remember that great story by Alan Sillitoe, "The Loneliness of the Long-Distance Runner" and its terrific cinematic portrayal by Tom Courtenay? I mention this for its uber-humanity, its staunch and angry defense of individual personhood, which must apply here somehow, or else I wouldn't mention it, would I? First test was Microsoft Excel. After about two questions, I skipped out of it. (The receptionist-headmistress had granted me permission to do that a few moments earlier.) Then the Microsoft Word test. The software was a little quirky; it took me a while to get it; then I did okay. Then the reason I came: a so-called copywriter test. It wasn't bad. It was kind of fun. Stuff like "cite" vs. "site" vs. "sight" and "affect" vs. "effect" (which was wrong in the health and safety video presentation that soon followed). I have to admit I goofed on a "copywriter" question involving "meddle" as a verb. It was nettlesome. I lost my (heavy) mettle. And as I clicked, I knew I clicked wrong. I knew it. Know that feeling? (Why do we do that? It's like saying the precisely wrong thing in a social situation just as your brain is forewarning you.) Then a grammar test. I got results saying I was in the 90th percentile for the copywriter and grammar tests (if I recall, the test affirmed the serial comma), though I was peeved at myself for not getting 100% in each case; mostly a matter of overthinking and trying to outfox the test and its invisible taskmasters. It's always been my problem. Then during a keyboarding test, the whole network froze. I only needed to type two more characters, too.

In the subsequent interview, the pleasant young lady sheepishly declared I was overqualified and offered to share my paperwork (the OED, remember?) with "our professional side," as she nodded to another side of the building. I sheepishly smiled a woolly frown.

The "professional side"? This, after two hours?

And then you wonder why I've been depressed?

Chalk it up to overqualified, overfoxed, hyperanalytical experience.

What would Kierkegaard do?

He'd cry, but those Danes are just so stoic.