The poor old exclamation mark is probably the most misused and exploited of all the punctuation marks that the English language has bestowed upon us. Just the sheer form that it comes in lends itself to the ruthless exploitation it is subjected to. How can one resist that temptation to end a sentence that will otherwise go unnoticed, by this little thingy which is the closest relative in the English language to a ‘jack in the box’ – a line jumping out a hole. It is bound to attract attention. It screams – look at me, love me or hate me but you can’t ignore me.
In spite if it being so ubiquitous in nature, what attracted my attention to our very own J.I.B (Jack In the Box – as i will choose to refer to our little friend, the exclamation mark, in this piece) was a word in a book i recently started reading. This book ‘About a boy‘ from Nick Hornby who is also the author of the quirky ‘High Fidelity‘, contains a word which epitomizes the effect of the exclamation mark. The word is – ‘S.P.A.T !’ …. see the effect of our friend , the J.I.B. It instantaneously transforms the otherwise meaningless word to the equivalent of a 60 meter electronic flashing billboard screaming at you on a desert highway. All for a fraction of its cost, trouble and carbon footprint. This word in the book is an acronym for a Single parents association or some such banal meeting that the protagonist of the book is going to. Why was the ‘!’ meaninglessly appended to the end of the acronym is anyone’s guess. But it ensures tremendous recall value, while no-so-subtly accentuating the frivolity of the meeting’s purpose.
One other famous misuse that springs to mind immediately is – ‘WHAM!’ the now defunct pop group from the 80’s whose success was completely down to the successful inclusion of ‘!’ in their name. Now that WHAM! is no more, look where the lack of an exclamation mark in George Michael’s name has led him to. He is now reduced to drawing audiences to his concerts with a misleading promise of an orchestral performance and then proceeds to torture them with his yodeling. He doesn’t let go of them till they are sing out in unison – “Wake me up, before you go-go! … “
In literature, the addition of our friend the J.I.B, at the end of the one-line review blurbs usually found on the back covers of the books, has tremendous commercial value and is responsible for the sustaining of the lavish lifestyles of many authors. More the number of sentences that end with the ‘!’, the more subliminal messages that are passed on to the casual reader – This is book is of profound importance and impact. Miss the chance to read this book at your own peril…etc…etc. How else can one explain the success of millions of self-help books that are sold the world over, whose back and front pages are splattered with the ‘!’.
Stephen Hawking (by no means a self help book author) was told by his publishers – any equation that he includes in his seminal work – ‘A brief history of time’ , will cut the sales by half. What his publishers did not tell him was that inclusion of a ‘!’ in the title or on the back page will more than cover up for the loss of sales because of that one damn equation. Maybe his publishers should have consulted ‘WHAM!’
In politics as well, it has served great value over the years. George Bush & Silvio Berloscuni are two prime examples of leaders whose election to office was lubricated by the generous use of ‘!’ in their campaigns, speeches and actions.
We bow to your power – the great J.I.B, the great uplifter of the mundane and the harbinger of promised excitement. We vow to continue to unabashedly abuse your power. Till such time that the Oxford dictionary bans your usage and Microsoft word’s spell check starts to draw squiggly red lines under you – your followers will continue to grow and prosper. Amen!
The whys and wherefores 
