{"id":33682,"date":"2024-02-27T08:55:15","date_gmt":"2024-02-27T07:55:15","guid":{"rendered":"https:\/\/www.uva.de\/uncategorized\/smash\/"},"modified":"2024-02-27T08:55:19","modified_gmt":"2024-02-27T07:55:19","slug":"smash","status":"publish","type":"post","link":"https:\/\/www.uva.de\/en\/blog-en\/smash\/","title":{"rendered":"Smash"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-das-jugendwort-des-jahres-ist-ok-aber-was-bitte-geht-ab-auf-den-hinteren-platzen\">The youth word of the year is ok. But what&#8217;s going on in the back seats?<\/h2>\n\n<p>Language is our tool. Logically, we are interested in the youth word of the year. And the winner was: Smash. Destroy or smash in German. Smashing can also be positive, when you are so impressed by something that it blows your mind.<\/p>\n\n<h2 class=\"wp-block-heading\">Forget smash, now it&#8217;s getting German<\/h2>\n\n<p>We were particularly blown away by the words that landed in second and third place. Nothing English, nothing gaga, but bottomless and doer. Surprise: Has someone got a taste for the German language again?<\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"684\" src=\"https:\/\/www.uva.de\/wp-content\/uploads\/2022\/11\/AdobeStock_375105300-1024x684.jpeg\" alt=\"Old man in hippie look speaks through a megaphone.  \" class=\"wp-image-5533\" srcset=\"https:\/\/www.uva.de\/wp-content\/uploads\/2022\/11\/AdobeStock_375105300-1024x684.jpeg 1024w, https:\/\/www.uva.de\/wp-content\/uploads\/2022\/11\/AdobeStock_375105300-540x360.jpeg 540w, https:\/\/www.uva.de\/wp-content\/uploads\/2022\/11\/AdobeStock_375105300-1536x1025.jpeg 1536w, https:\/\/www.uva.de\/wp-content\/uploads\/2022\/11\/AdobeStock_375105300-2048x1367.jpeg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Dude, what happened to the youth?<\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\" id=\"h-bald-schreiben-sie-in-ganzen-satzen\">Soon they are writing in complete sentences<\/h2>\n\n<p>Bodenlos really took us by surprise. It&#8217;s been around for soooo long, was our reflex, it&#8217;s a classic from the vocabulary of the pedagogical generation. And doer, the indestructible word from political jargon &#8211; is this word also making a comeback in youth language? And is this good news because everyone is suddenly growing up and wanting to take responsibility, or should we be worried? Will young people soon be writing full sentences on twitter? And what will be the youth word of 2023? Gas price brake?<\/p>\n\n<p>Worse still, <strong>will we old farts soon have to come up with our own hip language?<\/strong> That would be smash on the one hand &#8211; cringe on the other. It remains: exciting.<\/p>\n\n<p><a href=\"https:\/\/www.uva.de\/blog\/voll-cringe-wer-das-hier-nicht-liest\/\">Don&#8217;t know what cringe means? Then please read here.<\/a><\/p>\n\n<p><a href=\"https:\/\/de.wikipedia.org\/wiki\/Jugendwort_des_Jahres_(Deutschland)\" target=\"_blank\" rel=\"noreferrer noopener\">Fancy more? You can read all the youth words here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The youth word of the year is ok. But what&#8217;s going on in the back seats? Language is our tool. Logically, we are interested in the youth word of the year. And the winner was: Smash. Destroy or smash in German. Smashing can also be positive, when you are so impressed by something that it [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":5534,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[86],"tags":[],"class_list":["post-33682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Smash - UVA | Advertising Agency | Berlin - Brandenburg - Potsdam<\/title>\n<meta name=\"description\" content=\"As a communications agency, we analyze the youth word of the year. Smash is ok. 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