Oh, Bridgestone. Have you really gone and given life to your latest version of tires? I thought the act of animating inanimate objects lived only in literature. If your advertising agency’s latest commercial is to be believed, though, your researchers have accomplished what was once thought–if anyone gave it a thought–impossible.

Yes, somehow, some lab team found a way to not only bring doughnut-shaped forms of rubber; bead wire; fabric, fiber, ply, and steel cords; as well as steel belts to consciousness, but they also instilled a current politically correct conscience.

These tires are concerned with the environment. “Environmentally conscious” is what we’re told.

Really? How, exactly, is that accomplished?

I visited my local tire store/garage and tried to have a conversation with one of these wondrous tires, and the thing–I have no idea if it was male or female–ignored me. How rude!

My disappointment was obvious. The store manager came over to, I believe, console me, and when I told him what I was trying to do, he kind of looked at me sideways. I pointed out that, as a journalist and media critic, it was practically a sworn duty for me to investigate such groundbreaking claims. I even showed him my trusty Livescribe pen and Dot Paper notebook. Even though I was as sincere as a person could be, all I got from him was a belly laugh. Had I not been a long-time customer, I think he would have thought I was loopy, but by now, he knows how I am.

Now, I have no particular prejudice against those writers, even ad writers, who give inanimate objects human-like qualities. I really don’t. I do, however, have a problem when these people who share a corner of my profession create verbal crap viewers and listeners are sure to repeat. As I’ve said before, we in the media are the new language teachers. Whether or not we and they know it, we set the standard for how people in our culture express themselves.

Language is a living thing to be sure. Let’s not make it choke on stupidity.