In the two years since I first wrote about seeing “AF” — the abbreviation for the intensifier “as fuck” — in various interesting places, I’ve kept track of its spread from the fringes to the mainstream, or at least a major tributary of the mainstream, of popular culture. In April of this year, when I noted its use in New York subway advertisements by the food-delivery service FoodKick, I speculated that this was the first time AF had appeared in a commercial context. Well, I was wrong. It wasn’t the first. And it certainly hasn’t been the last.
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.
AF is officially dead AF. pic.twitter.com/u7IqzLNcDH
— Matt Zoller Seitz (@mattzollerseitz) April 9, 2017
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.
— Matthew Reyes (@matthewsreyes) December 2, 2016
“Get your shit together” from a public agency?
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.)
Speaking of Trumpian vulgarities, Language Log ponders the candidate’s use of “like a bitch.”
Arnold Zwicky tracks down the history of jackhole: coined by two Los Angeles radio personalities to circumvent Federal Communications Commission language proscriptions.
This is a Missouri gun shop called Tactical Sh*t pic.twitter.com/g3zmYzDDCz
— Sarah Kendzior (@sarahkendzior) October 10, 2016
(Hat tip: @scarequotes)
It’s wink-wink-nudge-nudge all the way down with these new ads, one circulating in San Francisco, the others in U.S.-wide distribution.
The San Francisco ad, which I spotted on the side of a Muni bus, is for CUESA, the Center for Urban Education about Sustainable Agriculture, which operates several huge farmers’ markets each week in San Francisco and Oakland. The ads are meant to persuade shoppers to embrace less-than-supermarket-perfect fruits and vegetables.