I should really have made the title of this piece, ‘Proper,’ nouns as verbs because I don’t intend to discuss that awful American habit of randomly using a noun as a verb. Â A piece in the tech pages caught my eye the other day. Â It was discussing the measurement of commercial success of a brand by the use of the brand name as a verb. Â The obvious examples are ‘google,’ and ‘skype’ Â (Lower case initial letters when used as verbs.) Â What was interesting was an inference that this was a new thing. Â It seems that the writer had not made the connection between this idea and, for example, ‘hoovering,’ the carpet, ‘sellotaping’ something, or ‘(tele-) phoning someone. Â There is also the matter of brand names becoming generic terms – we use a biro to write something, for example. Â (In Serbian, a radio comms set is a ‘motorola,’ and in Romanian, a refrigerator is a ‘frigeder – say it with a Spanish pronounciation.)
I’m sure the charioteers can come up with other examples, but what interested me is the implied sense that nothing happened before 1970, or so. Â There seems to be a disconnection somewhere in which anything that happened before the cultural revolution is discounted – in the air-headed chatterati expression, is ‘not relevant,’ or is ‘out-moded.’
That might go some way to explain why the country is in the mess it is.  (On the other hand, of course, it might not 🙂  )
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