When Nancy Friedman, who writes about sweary brand names for Strong Language, discovered a California audio-equipment company called Schiit and a Norwegian travel-bag company called Douchebags, she couldn’t keep the story to herself. She emailed trademark lawyer Anne Gilson LaLonde, who’s written for Strong Language about “scandalous” and “offensive” marks, and asked: WTF? What follows is their online conversation, condensed and edited for clarity. Style note: We’re following the convention in trademark law to use all capital letters for trademarks. When referring to the business itself, we capitalize only the first letter of the name.
Last week, in response to the passage of draconian anti-abortion laws in several U.S. states, a Los Angeles–based makeup company announced that for four days it would be donating 100 percent of its revenue to organizations that support reproductive rights. The company, which was founded in the aftermath of the 2016 presidential election “by a group of jaded romantics,” is no stranger to controversy. The provocation begins with the company name: Lipslut.
Pictured: Lipslut’s “F*ck Trump” shade. The company also sells “F*ck Kavanaugh” (named for the newest U.S. Supreme Court Justice, Brett “I Like Beer” Kavanaugh), “F*ck Hollywood,” “Notorious R.B.G.” (a tribute to Supreme Court Justice Ruth Bader Ginsburg), and a dark purple shade called — deep breath — “Leftylibglobalistsantifacommiesocialisthollyweirdopigs,” which takes its name from an internet troll’s insult.
Lipslut joins an increasing number of mainstream brand names, titles, and idioms that deploy the S-word. As of this writing there are 54 registered or pending SLUT trademarks in the U.S. Patent and Trademark Office database; while a few are put to risqué use (SLUTNATION.XXX), many are family friendly. Which means that slut—a wanton word throughout its history—may be shape-shifting yet again.
Below is a guest post by David Morris, a sub-editor and former English language teacher who holds a master’s degree in applied linguistics. David previously wrote for Strong Language about Gofukumachi and other English swears in Japanese words, and about an accidental ‘cunt face’ in The Sound of Music. He writes regularly about language at his blog Never Pure and Rarely Simple.
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A running gag on the TV show The Simpsons has Bart ringing Moe’s tavern and asking for someone with a joke name which contains a double entendre. Moe asks his patrons if that person is present in a way which highlights the double entendre, before realising he’s been pranked again.
One very controversial example has Bart ‘looking for a friend, last name Kebum, first name Lee’. Moe says, ‘Hey guys, do I got a Lee Kebum? C’mon, look at the stools. Is there a Lee Kebum? Somebody check the rear. I know I got a Lee Kebum.’ Barney then quips, ‘Then you probably shouldn’t be handling food!’ Leaky bum, haha.
“Strong language” covers a lot of speech, from profanity to racial and ethnic slurs. The slurs got a big boost on 17 June 2017, in a United States Supreme Court decision. Until then, the Lanham Act of 1946 — which governs American trademark law — prohibited use of derogatory terms like slurs in federally approved trademarks. To quote the Act, trademarks may not “disparage … persons, living or dead, institutions, beliefs, or national symbols, or bring them into contempt, or disrepute.” The Court unanimously decided instead that trademark owners can disparage with abandon and bring others into contempt or disrepute deliberately or with disregard.
In the words of Justice Samuel Alito, who wrote the majority opinion, Simon Tam — founder of The Slants, the first all Asian-American dance-rock band — applied “for federal trademark registration of the band’s name […]. ‘Slants’ is a derogatory term for persons of Asian descent, and members of the band are Asian-Americans. But the band members believe that by taking that slur as the name of their group, they will help to ‘reclaim’ the term and drain its denigrating force.” The United States Patent and Trademark Office refused the application because slant refers to the disparaging stereotype that people of Asian heritage are “slant-eyed.” The band hoped to “‘take ownership’ of stereotypes about people of Asian ethnicity.” The USPTO obstructed that re-appropriation. Continue reading
Earlier this month, Whores of Yore published a set of letters that James Joyce wrote to his wife, Nora Barnacle. These letters are taken from Richard Ellmann’s Selected Letters of James Joyce (Faber & Faber, London), and they are delightfully raunchy filth. Joyce’s discussion of topics including masturbation, anal sex, coprophilia and his sexual desire for his wife are frank enough to even make a Strong Language reader blush a little.
Before I’d even stopped blushing, there were some words that got me thinking. And so, I present some annotations to some of the language in the letters. Thanks to Green’s Dictionary of Slang, The Oxford English Dictionary (OED), Merriam-Webster (MW) and Dictionary.com for providing a trove of information.
“Nora, my faithful darling, my sweet-eyed blackguard schoolgirl, be my whore, my mistress, as much as you like” (2 December 1909)
Here Joyce affectionately uses a term that means ‘dishonourable’ or ‘villainous’, which may be lost on the modern reader. He also uses the term a half a dozen times in Ulysses, but only ever in reference to men.