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. A piece in the tech pages caught my eye the other day. It was discussing the measurement of commercial success of a brand by the use of the brand name as a verb. The obvious examples are ‘google,’ and ‘skype’ (Lower case initial letters when used as verbs.) What was interesting was an inference that this was a new thing. 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. There is also the matter of brand names becoming generic terms – we use a biro to write something, for example. (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. 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 🙂 )
44.478145
26.105926
You must be logged in to post a comment.