For many years now, society has been witnessing a growing trend among millennials, wherein they are increasingly using slang and colloquial language in their day-to-day lives, especially while communicating through various social media platforms. Slang is a form of language used mainly by a particular group of people who share a common interest or identity and consists of words and phrases whose meanings are often unknown to outsiders. It is usually informal and unconventional and may be considered offensive or inappropriate in formal settings. On the other hand, colloquial language refers to everyday speech that differs from standard language in grammar, vocabulary, and idioms. While both slang and colloquial language can make communication more engaging and relatable for users, excessive usage can also result in misunderstandings or miscommunication. In this article, we will explore how young men's magazines such as Zoo have leveraged these forms of language to connect with their target audience and establish an authentic voice.
Zoo magazine was founded in 2004 by Jamie East, a former editor at Maxim and Loaded, two lads' mags. The idea behind creating Zoo was to provide a space for young men to express themselves without being constrained by societal norms and expectations. To achieve this goal, the magazine heavily relied on slang and colloquial language to create an informal and relatable atmosphere. This approach made it stand out from its competitors, which focused on glamorizing women and objectifying them through sexualized content. For instance, one of Zoo's headlines read "How to seduce your mate," while another featured "Why girls love anal." These titles were meant to appeal to young men seeking advice on dating and relationships but would likely be considered vulgar by many readers.
The use of slang and colloquialism did not stop at the magazine's articles alone; even the adverts and advertorials adopted this style of writing. One example is the Lurpak advertisement featuring David Beckham that ran in Zoo. Instead of using traditional marketing jargon, the advert used phrases like "chuffed" and "fleetingly" to convey a sense of familiarity and camaraderie between the reader and the product. Other examples include references to popular TV shows such as The Inbetweeners and Peep Show, which helped establish a connection with the target demographic. By adopting slang and colloquial language, Zoo established itself as a voice for young men rather than a formal publication.
Zoo's use of slang and colloquial language also extended beyond print media into other platforms. Its website was designed to resemble a forum where users could post comments, ask questions, and share opinions. Here, users could express themselves freely without fear of judgment or censorship. As a result, the site quickly became a hub for discussions on various topics, from sex to sports to politics. This approach enabled Zoo to create an online community that felt like home to its members, fostering a sense of belongingness among them.
In conclusion, Zoo's success can be attributed to its ability to connect with young men through the use of slang and colloquial language. While some may consider this approach offensive or vulgar, it created an informal and relatable atmosphere that appealed to its core audience. This tone helped establish Zoo as an authentic voice for young men rather than a formal publication. However, excessive usage of these forms of language can lead to miscommunication and misunderstandings, especially in professional settings. Therefore, while using slang and colloquialism is essential, one must do so judiciously to avoid backlash or controversy.