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Apple makes a Bokeh commercial, uses “bokeh” as a verb and pronounces it wrong

Feb 18, 2019 by Dunja Djudjic 18 Comments

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“Bokeh” is a Japanese word describing the aesthetic quality of the blur in out-of-focus areas of photos. And as we all know, it’s a noun. Well, Apple decided to play with language a bit in its latest ad and turn “bokeh” into a verb. Oh, and the ladies in the ad are pronouncing it wrong as well.

https://youtu.be/IKok5dykRBM

Apple’s iPhone XS and iPhone XR come with Depth Control feature that lets you adjust the bokeh effect on backgrounds before or after you shoot. This way “you can turn a cute portrait of two kids into a stunning portrait of one kid,” Apple writes. Or you can “bokeh a child,” according to the ad, and “un-bokeh” him as well.

Okay, I know that language evolves and changes.  This ad instantly made me remember that “google” has become a verb in colloquial use. Still, changes like this happen spontaneously and with time, you can’t force it. And with “bokeh’d children,” I think Apple is forcing it, big time! Along with that mispronunciation of “bokeh,” this ad makes me cringe. Here’s how you should pronounce “bokeh.”

Okay, I got a little annoyed by this ad, but that’s just me. What do you think, should we start using “bokeh” as a verb?

[Depth Control — Bokeh’d — Apple | Apple]

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Filed Under: Inspiration Tagged With: apple, blur, bokeh, depth of field, depth-of-field, Fake Bokeh

Dunja Djudjic: from diyphotography.net

About Dunja Djudjic

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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Dunja Djudjic: from diyphotography.netDunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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