Product: This word crops up mostly in advertising and instructions on food items. An example from a spicy chicken frozen entrée package:

1. Cut a slit in film cover.

2. Microwave on HIGH 4 minutes.

3. Let stand 2 minutes.

Carefully remove as PRODUCT will be hot.

I presume using the word product instead of naming the substance saves money but it sounds stupid, institutional and insulting and creates a feeling of distance. It would feel better to see the name of the product, without the brand name, thus: Carefully remove Spicy Chicken. It will be hot, hot, hot!

My rule about product: Never use it when it simply substitutes for something you can name. Even if it saves you money.

Assets: Much like ‘product’ the word assets is used to make individuals and collections generic instead of identifying them personally. Military commanders use this term to mean human beings who are useful in military operations. By calling them assets instead of soldiers, sailors, marines, and airmen (or is it airpeople?) the speaker removes the flesh and blood, the emotions and families of people who are being sent into situations where they are likely to be killed. That seems vile to me. Persons should not share a term with tanks and bullets.

My rule for assets: Avoid it when speaking of people, whether in a military or business context. Imagine calling students in a schoolroom assets. Not to mention teachers.

Individual: This word, along with vehicle is used by police when speaking to the press. It tends to emphasize the distance between the human policeman and the human suspect by depersonalizing the latter, and the former. Example:

“The individual was seen entering the establishment wearing a disguise and carrying a weapon. He was seen to perpetrate a felony in said establishment and entered his vehicle and drove away. The officer nearest responded to the alarm and pursued said individual in said vehicle and apprehended same.”

Better:

Several people saw Mr. Jones go into the bank wearing a stocking over his head and carrying a gun in his right hand. The tellers and customers saw him take money at gunpoint and observed him getting into his blue Thunderbird and drive away. Officer McGinty, who was driving in the closest patrol car picked up the alarm and followed Mr. Jones’ car, pulling him over and arresting him. He has been read his rights and will be charged tomorrow.

The police administration probably instruct officers to be vague in order to keep citizen awareness of details low so that potential jurors will not have a picture in their minds about the incident. But surely communication can be made more human.

My rule about Individual: Don’t use it when you can be more personal and specific.

Jack Wilson
http://www.geocities.com/galimatio/jackwilson.html