Commercial as fuck

Back in July 2015, when I wrote about the spread of “as fuck” and its abbreviation, “AF,” my sightings were limited to tweets, rap-album titles, and small-batch consumer goods sold on Etsy and other online marketplaces. In a comment on my post, “Y” predicted a bigger future for “AF”: “It’ll be co-opted by the mainstream. In fifty years, Modern Maturity will have recipes for Scrumptious-as-Fuck Cupcakes, and Midwesterners will tell their minister that his sermon was def as fuck.”

Fifty years? Try 22 months. That’s how long it took for New York–based FoodKick to launch its cheeky-as-fuck ad campaign in subways and social media.

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The Anti-Profanity League and A. S. Colborne in the news

A journalist like Joseph Mitchell looks at an anti-profanity powerhouse like A. S. Colborne from one angle, as he did in “Mr. Colborne’s Profanity Exterminators.” Mitchell’s Colborne is an eccentric committed to the eradication of all profanity and even euphemisms for profanity. His profile, while gentle, nonetheless portrays Colborne as hopelessly optimistic about profanity prohibition. Mitchell’s essay is compelling but unsettlingly coherent. What did Colborne and the Anti-Profanity League look like to others before 1941, when Mitchell’s article about him appeared in The New Yorker?

Colborne was everywhere you wouldn’t expect him, both in the flesh and in the papers. In July, 1908, readers across America encountered him as “A Modern Crusader” who, although his “agitation has heretofore been of the home circle sort, these days is doing strenuous stunts with his hobby. Boys and men have been hired by him to give out little pink slips which read thus: Don’t Swear.” When Mitchell ran into him, the “exterminators,” as the slips were called, bore a more complicated message. Also, Mitchell knew Colborne as “a portly old man,” but, in 1908, Americans saw him in his prime, as a portly young man. The Evansville Press claimed the article quoted was “Special to the Press,” but it wasn’t — it was widely syndicated, and not every paper misspelled Colborne’s name.

A. S. Colborne 3.jpg

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Sweary links #23

Strong Language contributor Jonathon Green (@misterslang), the author of Green’s Dictionary of Slang, has a new project of special interest to SL readers: Slang Family Trees. “The aim,” writes Jonathon, “is to look at some of slang’s primary themes and show the way the lexis assesses given topics on a semantic basis.” The trees are constructed with mind-mapping software and appear as .pdf files. To get started, see vagina, penisand drunk.

 

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To drive awareness on International Women’s Day about how women are paid on average 25 percent less than men, J. Walter Thompson London created an outdoor campaign that uses censorship to show how offensive the world can seem with 25 percent missing. (Via Little Black Book)
 Find your purse?
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The whimsical world of emoji swearing

This is a guest post by Dr Philip Seargeant, Senior Lecturer in Applied Linguistics at the Open University. Philip has published extensively on topics such as language and social media, English around the world, and language and creativity. With his colleagues he produced the acclaimed video series The History of English in Ten Minutes. He tweets at @philipseargeant.

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How do you say ‘cockwomble’ in emoji?

Is it possible to swear in emoji? According to BuzzFeed, the answer’s a definite yes. In what has all the elements of an archetypal BuzzFeed post, the site provides a handy run-down of twenty-one useful emoji expletives. This includes staples such as ‘bastard’ 👪🚫💍 and ‘wanker’ 👐⚓️. Then there are the slightly more esoteric terms like ‘cockwomble’ 🐓🐹, which led the vanguard in the Scottish anti-Trump protests last summer. And finally there are a few useful compounds such as ‘bollock-faced shit licker’ 🍒😃💩👅.

While emoji may have started life as a way of adding fairly straightforward emotion-related context to a message – a smiling face at the end of a sentence to indicate that you’re joking, etc. – as their popularity has grown, so has the range of functions for which they’re used. Nowadays they can be employed for everything from expressing political allegiances, to conveying threats and combating cyberbullying.

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