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.
Profanity in American Sign Language
Sign languages are as expressive and systematic as spoken languages, and that includes taboo words. As Benjamin Bergen writes in What the F, ‘Signers use rules of grammar, some of them specific to profanity, just like speakers of spoken languages.’ There’s also great variation in how a given idea may be conveyed – not just between sign languages or their dialects but within them.
If Cory O’Brien’s terrific post on the middle finger in American Sign Language made you want to increase your rude repertoire in ASL, look no further. The video below features a host of signers demonstrating some favourite insults and profanities. It also shows how much fun swearing can be.
Scottish comedian Limmy has some fun with action film clichés in this short (NSFW) sketch from his superb Limmy’s Show. It mixes familiar ideas, like the escalation of insults, with completely unexpected turns like, well, you’ll see. Let’s just say it gives the phrase bad language a new meaning. Transcript follows below the fold.