Advertising Without a Silver Lining

Few things irritate me more than the misuse of words or phrases. Occasionally the offense is more misrepresentation than misuse, but my irritation level is the same. And few industries are more guilty of corrupting meaning than advertising. But before I venture into the particulars of my case in point, let’s begin with the origin of the phrase “every cloud has a silver lining.”

The first recorded use of the phrase silver lining is attributed to the poet John Milton in his 1634 poem “Comus: A Mask Presented at Ludlow Castle.” The stanza containing the phrase is as follows:

I see ye visibly, and now believe

That he, the Supreme Good, to whom all things ill

Are but as slavish officers of vengeance,

Would send a glistering guardian, if need were

To keep my life and honour unassailed.

Was I deceived, or did a sable cloud

Turn forth her silver lining on the night?

I did not err; there does a sable cloud

Turn forth her silver lining on the night,

And casts a gleam over this tufted grove.

Similar literary references to clouds and silver linings followed and they were occasionally referred to as “Milton’s clouds.” But the transformation into the phrase we are all familiar with did not begin until the Victorian era.

The first recorded use of “silver lining” that was clearly intended to convey the same meaning we associate with the phrase today occurred in a review of the novel Marian; or A Young Maid’s Tale, by Mrs. S. Hall, published in 1840. The review, written in the same year and published in The Dublin Magazine, Volume 1 stated the following: “As Katty Macane has it, ‘there’s a silver lining to every cloud that sails about the heavens if we could only see it.’”

“There’s a silver lining in every cloud” was the popular form of the phrase throughout the Victorian era. Eventually, however, the wording was transposed into the form we are all so familiar with today: every cloud has a silver lining. Whatever form of the phrase you prefer, the meaning is the same: within misfortune there is always some good fortune.

Of course, those of us who have been on the planet long enough and have at least a modicum of intelligence know that this is complete hogwash. Most misfortune is just that … misfortune. Rarely – very rarely – some good can arise from an unfortunate circumstance. But it is preposterous to think that every misfortune has “a silver lining.”

So with that background out of the way, let me return to the starting point of this column: the misuse of words and phrases in advertising. My case in point (and this has irritated me for some time) is a Wisconsin insurance company that characterizes themselves as the “silver lining” when unfortunate events afflict their clients. I will leave them nameless, but go online to thesilverlining.com and you will know who I am talking about.

Please understand, my problem is with the advertising agency that developed this campaign more than the insurance company it promotes. Sure someone (or some ones) in the insurance company signed off on the campaign and so bears some responsibility, but ad agencies are very, very good at selling you on a concept. Indeed, when an ad agency goes into a presentation with a client their sole intent is to sell their concept(s).

So, whoever the ad agency was in this case, they sold the insurance company on a complete corruption of the phrase “every cloud has a silver lining.”

For clarity, consider the following scenario: Elmer and Sue’s house that they have lived in for the past 35 years is tragically destroyed by a tornado. Throughout all the years they have lived in the house they have retained the same insurance company and have faithfully upgraded their coverage as necessary and made all their payments on time.

With their house in ruins the insurance company shows up, makes an assessment, and writes them a check to cover their loss and (because Elmer and Sue had a good agent who ensured that their coverage was complete) money to help offset temporary living arrangements, clothing, etc.

Folks, this is not a silver lining! This is service/coverage that was purchased and paid on for 35 years and the insurance company in this make-believe scenario was doing exactly what they were required to do under the terms of Elmer and Sue’s policy.

You want to know what a real silver lining would be for Elmer and Sue? After receiving the check for their destroyed house from their insurance company, Elmer and Sue decide to rebuild. Unfortunately, the foundation of their home is too damaged to salvage so that requires replacement, as well. During the course of excavating for the new foundation, workers uncover a chest filled with old gold coins. Elmer and Sue take the coins to an auction house and, after paying the house commission, still walk away with $2.1 million. Elmer and Sue say screw it to re-building their home and move to the U.S. Virgin Islands where they live on their newly purchased yacht throughout the year.

That, folks, is a real silver lining! Some company fulfilling their contractual obligations is not. And trying to advertise it as such is just nonsense and insulting.