The Dumb Terminology of the New Way of Smoking

E-cigarettes are not my favorite thing in the first place, but the terminology that surrounds them would sink them even if the technology and outcomes were acceptable.


Unreadable. The first time I saw this I had no idea what it said.


Another fine example of graphic design.

And the word "vape" -- what branding genius came up with that? Short for "vapor," which has vaguely medical yet old-fashioned connotations. Vicks Vap-o-Rub. Vaporizers. "My lawd, I have the vapors."

It rhymes with "rape" (allowing for awful slogans like this) and could be a nickname for "vapid."

That last one is at least appropriate.