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Linguistics is a good way of defining the culture of a brand. The vocabulary used by sports and lifestyle brands - running, fitness, training, motorsports - is all about functionality, whereas the vocabulary of the luxury business - handbags, ready-to-wear - is all about the product.
It seemed to a number of philosophers of language, myself included, that we should attempt to achieve a unification of Chomsky's syntax, with the results of the researches that were going on in semantics and pragmatics. I believe that this effort has proven to be a failure. Though Chomsky did indeed revolutionize the subject of linguistics, it is not at all clear, at the end the century, what the solid results of this revolution are. As far as I can tell there is not a single rule of syntax that all, or even most, competent linguists are prepared to agree is a rule.
The time will come when diligent research over long periods will bring to light things which now lie hidden. A single lifetime, even though entirely devoted to the sky, would not be enough for the investigation of so vast a subject... And so this knowledge will be unfolded only through long successive ages. There will come a time when our descendants will be amazed that we did not know things that are so plain to them... Many discoveries are reserved for ages still to come, when memory of us will have been effaced.
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