Last night I was reminded of another lazy archetype that was not mentioned in the article; crossing London Bridge Station, I saw the new poster for "Billy Elliot" which used his initials to spell out a series of "BE" statements (I can't remember which, but I don't think "BE annoyed" was one of them!). This is lazy advertising at its worst in my opinion: there are so many companies (including one for which I used to work) with "BE" initials who go down this unimaginative, uninspiring path. It always reminds me of the Birthday card (which apparently draws on a quote from Kurt Vonnegut):
"To be is to do"--Socrates.
"To do is to be"--Jean-Paul Sartre.
"Do be do be do"--Frank Sinatra.
I can only remember "be afraid, be very afraid" ("The Fly") ever striking me as a good piece of "BE" marketing, and you'll notice that the initials of "The Fly" are not - by chance - "BE". Does anyone else have any pet peeves on this front?