Make “it” interesting, make “it” resonate, and we will share “it.” Thanks, Word Jazz, for an engaging read.
By which I mean, of course, the pronoun ‘it’ – the gender neutral, third person pronoun that can stand for just about anything.
Take, for example, Jaguar’s ‘Don’t dream it, drive it’ or L’Oréal’s ‘Because you’re worth it’. Or how about EA Sports’ ‘It’s in the game’. ‘It’ clearly gets around a lot.
But what’s it all about?
At its most basic, ‘it’ can be used as what linguistics call an anaphor, used to refer to something that’s already been introduced. For example:
Ronseal. It does exactly what it says on the tin.
VISA. It’s everywhere you want it to be.
American Express. Don’t leave home without it.
Red Bull. It gives you wings.
Other times, ‘it’ can be used to refer to that culturally-conventional concept of ‘desirability’, ‘sex appeal’ or ‘X-factor’…
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