Advertising and media planning is still littered with military analogies. We ‘launch campaigns’, ‘battle’ for attention. We talk about ‘target’ audiences, ‘hits’, ‘strike rates’, ‘impacts’. We base our thinking on ‘strategies’, we deploy ‘tactics’. We desire ‘captive’ audiences. Using this kind of language now seems to define the association between the brand and it’s audience in all the wrong ways. If we are ever going to change the relationship that advertising has with people, shouldn’t we change the language?