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Lost In Translation: "The Spirit of American Style" is the current advertising slogan for Buick, and recent campaigns to introduce this slogan invoke ghostly apparitions of Harley Earl, the father of modern automotive design in America.

An article titled "The Style of American Spirit" presents the slogan from a different perspective:

But when I think of the modified 1959 Buick that recently departed the shores of Cuba to cut through the waves of the Gulf of Mexico, carrying its eleven passengers towards America, and freedom, "spirit of American style" seems almost right. Unquestionably, the Cubans who sailed the open seas in a Buick demonstrated the Style of the American Spirit.
These autonauts were not deterred when their previous attempt, in a converted '51 Chevy, failed to provide them the ideal vehicle to "see the U.S.A." One can only imagine Harley Earl in their minds, quietly advising on each redesign, as they went back to their garages in Havana to create the perfect vehicle to achieve the American dream.

Re-engineers who convert classic land yachts into immigrant boats are called truckonauts, a clumsy word that doesn't do justice to their craft. Apparently, this new English word is a rough translation of the more elegant Spanish word, camionauta. These new words can be found online at Word Spy, which is now also available in print at better bookstores in the free world.
Posted by abnu on Sunday, February 22, 2004 @ 2:20 PM [ + ]

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