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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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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Taking a bite out of “shit sandwich”

These are the best of times for the hard-working shit- prefix. Last week, here on Strong Language, Ben Zimmer investigated the origins of shitgibbon – an epithet that has attached itself to the current occupant of the White House – and plumbed its deeper history in a follow-up post on Slate’s Browbeat blog. This week, the merde du jour is shit sandwich, which surfaced Thursday afternoon in a tweet from CNN anchor Jake Tapper about Robert Harward, a retired vice admiral, refusing the post of national security adviser.

 

(More on Harward from CNN here and from Esquire here.)

Whether Harward actually uttered the words “shit sandwich” is up for debate; Tapper’s single source was anonymous, and the New York Times, the Washington Post, and the Financial Times didn’t even allude in a non-sweary way to the expression. Still, it’s as good a time as any — given the feculent state of affairs at 1600 Pennsylvania Avenue and environs — to take a closer look at the history of shit sandwich. Which turns out to be more curious than you might suppose.

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“Get your shit together”

For a couple of hours last week, a lot of people in the San Francisco area were under the impression that Bay Area Rapid Transit had, well, lost its shit.

“Get your shit together” from a public agency?

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Sweary links #22

Linguist Geoff Nunberg considers the media’s coverage of the Donald Trump pussy-grab tape: “The word Trump used may not be the most obscene term for a woman’s genital area. But it’s the one that focuses on it in a purely sexual way.” (Also see our own posts on the subject: A Banner Day for Profanity, by Ben Zimmer; Pussy on a Hot Trump Mic, by Copy Curmudgeon; and Watershed Moments: Donald Trump, Rakeyia Scott, and the Times, by Blake Eskin.)

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Speaking of Trumpian vulgarities, Language Log ponders the candidate’s use of “like a bitch.”

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Arnold Zwicky tracks down the history of jackhole: coined by two Los Angeles radio personalities to circumvent Federal Communications Commission language proscriptions.

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(Hat tip: @scarequotes)

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