Citibank "Commits to Improve"

 
It’s the last day of 2009 – a strange year, one that started with all kinds of banks collapsing, merging, converging, and coming back from the brink. It seems like the worst is over – phew! So it’s not surprising that one of the bigger banks, Citibank (and my bank, it so happens), has recently launched a new campaign to re-gain or re-affirm customer confidence. Yet I’m stuck with this thought:
 
Is it possible to trust a bank that can’t even get a makeover-style marketing effort grammatically correct? Here’s Citibank’s new slogan:
 
“We commit to improve.”  Pardon me? The Language Lady’s pen froze on her deposit slip when she caught sight of that one.
 
The big promotion – printed in bold blue letters against a white background – from wallet-sized cards to big posters hanging in branch windows makes a list of various worthy but vague promises like, “We promise to be there when you need us” and is summed up at the end with, “We Commit To Improve.”

Perhaps some of you readers are thinking, “So …?” But say it out loud: doesn’t it sound odd? You wouldn’t say, “We’re committing to improve,” would you? Or “We have committed to improve.” Of course not. Saying “We commit to improve” (IMPROVE, of all things!) is the verbal equivalent of trying to gain someone’s trust by holding out a filthy hand.
 
The slogan is wrong on so many grammatical levels:
 
• First, “improve” should be “improving” – that is, “We commit to improving.” Whenever we commit, we commit to some THING, and a THING falls into the “noun” category. There is a type of noun formed from the root of a verb + ing, and this is called a gerund. You can say, “We commit to better health” (better health = a thing) and thus, “We commit to improving (also a thing), though still not a great sentence. Here’s why:
 
• Look at that verb tense in “We commit” Anyone who read my “You Lie! (No, You’re Lying)” blog of October 5, 2009, will recall that using the present simple tense (“I speak,” “you lie,” etc.) is for facts or repeated actions. When we are in the act or process of doing something (and Citibank is in the process of improving) we use the continuous tense (“I’m speaking,” “you’re lying,” etc.) So Citibank’s saying “We commit” should contain a suggestion that they do this on a regular basis, like: “We always commit to improving;” or “We commit to improving on every Wednesday.” A “We commit” all by itself sounds as unnatural as South Carolina’s Senator Joe Wilson shouting out, “You lie!” to President Obama,; however, Language Lady readers have pointed out that Senator Wilson’s outburst was in acceptable Southern dialect -- but Citibank cannot claim the same.
 
• “Commit” can take the active voice when what is being committed is some external thing: “We are committing funds to this project.” But when describing a personal commitment, we use the passive voice: “I am committed to this relationship;” “she is committed to her job.” Citibank’s use of “commit” is wrong: although they are trying to convey personal commitment, they are using the wrong voice:
 
What Citibank meant to say was, “We are committed to improving.”
 
I know this year has been one of cutbacks and lay-offs. So is what happened here a case of Ed from Accounting being yanked from his cubicle to replace the recently laid-off Anne in Communications? How did this slogan fall through the editorial cracks like that? And is my money going to fall through similar financial cracks? Well??
 
Grammatical competence is a form of competence – and if a bank can’t be outwardly competent, then what?  It’s possible to see what’s at risk here for 2010:
 
Citibank’s shoddy slogan wreaks havoc with consumer confidence, and the subsequent run on the bank spurs a domino effect in the entire banking system and it’s …. 2009 all over again.

Happy New Year!!