You’re in luck if you sell FUCK ME formalwear, own the NO SHIT diner, or produce HEY ASSHOLE pepper spray. You’ll soon be able to head over to the website of the United States Patent and Trademark Office (USPTO) and register those trademarks. Because the U.S. Supreme Court has just ruled in the Brunetti case that the statutory bars on registering “scandalous” and “immoral” trademarks are unconstitutional.
Back in December 2014 when the Strong Language blog was just starting out, Stephen Chrisomalis contributed a memorable post, “How many swears can we give?” In it, Stephen mused on a couple of memes — “Look At All The Fucks I Give” and “Not a Single Fuck Was Given That Day” — and traced the history of “(not) give a TABOO TERM” (damn, shit, fuck, etc.) as what linguists call a “negative polarity item.” The following year, John Kelly posted about a newly popular idiom, “zero fucks given.” (Zero fucks given or ZFG was also nominated in the Most Useful category in the American Dialect Society’s 2015 Word of the Year voting.) Since then, there have been many more creative variations on the theme. Here are two humorous entries in the “no fucks/shits to give” genre that have popped up recently.
Blue Velvet is a film with an enduring power to unsettle viewers. Its unique brand of ‘darkness in colour’ (to borrow Pauline Kael’s phrase) features also at the level of language, with the cornball goofing of its young sweethearts set against the malevolent and compulsive profanity of Frank Booth, played by Dennis Hopper.
For his book Lynch on Lynch, Chris Rodley asked David Lynch if all of Frank’s fucks were in the script or if any were improvised. Lynch replied:
I had many, many, many of them written in the script, but Dennis always added more, because you get on a roll, and you can’t help yourself. And if an actor is locked into the groove so solidly, even if they say extra lines, or not exactly the way they’re written, they’re truthful. And for me Dennis was one of those guys. He always says that I could never say the word on set and that I would go to the script and say, ‘Dennis, when you say this word.’ [Laughs.] That’s not true exactly.
The filmmakers initially passed on Hopper because of his reputation, but the actor persisted and Lynch, thankfully, reconsidered. Without presuming to psychoanalyze Booth – ‘there’s enough material there for an entire conference,’ as the psychiatrist said of Basil Fawlty – we can see in his profanilect* motifs of incest, defecation, and violence, among other things. He swears inventively but also routinely, and constantly.
Enough fucking about. Let’s look at some examples. (Spoiler and trigger warnings ahoy.)
Oh My Fuckin God, I am dying.
Surely this guy has one Scottish friend who should have told him? pic.twitter.com/9A9wO8kynF
— iRoy, still spreading SHYTE (@Roy_Isserlis) April 19, 2018
Let’s get one thing out of the way: Kevin Richards, the Canadian chocolatier who founded SHYTE Chocolate in May 2017, is in on the joke.
Donald the Trump has yet again opened his cakehole and gifted us – and especially lexicographers – with another citable instance of vulgarity. Naturally, his ass-mouth made headlines around the world when he said “Why are we having all these people from shithole countries come here?” And naturally, this shit has to be reported on in other languages. So what do you do when you’re writing in another language and trying to translate shithole countries effectively? Continue reading