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May 10, 2006

Rhetoric check: the use and misuse of "Atlantic Yards"

AtlanticYards.jpg Atlantic Yards Report points out that "Atlantic Yards" is not an actual place, it's the name of Forest City Ratner's proposed project and a brand extension of Ratner's Atlantic Terminal and Atlantic Center malls.

Local officials and reporters, encouraged by the developer, have used terms like "at the Atlantic Yards" or "on the Atlantic Yards," without explaining that it's a proposed development site.

These seemingly minor errors serve Forest City Ratner's interest. They falsely conflate the developer's commercial branding--a project called Atlantic Yards--with a much smaller piece of publicly-owned land.

link

Posted by lumi at May 10, 2006 8:53 AM