Mainstream AF

It’s been just about four years since I published my first post about commercial sightings of “AF,” the abbreviation for the intensifier as fuck. And my, how far we’ve traveled since 2015: from festival T-shirts and Etsy geegaws to subway ads, a Netflix movie, and a surreal bidet commercial. We went back and forth on pronunciation: one-syllable word or initialism? (The latter, it would seem.)

And now we find ourselves, and AF, in the middle of Main Street, USA.

To be precise, the personal-care/feminine-hygiene aisle of Target.

Down There Wipes in “Sensual Seduction.” They’re FRESH AF, says “Rachel S.”

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OMFG! Sweary abbreviations FTFW

That’s Oh my fucking god and for the fucking win, for the uninitiated. Sweary acronyms and initialisms are a BFD (big fucking deal) on the internet. It’s hard to imagine everyday online discourse – especially on social media – without frequent encounters with, or use of, WTF (what the fuck), FFS (for fuck’s sake) and their semi-encoded ilk.

Concision is an obvious advantage: STFU and GTFO take far fewer keystrokes than the full phrases shut the fuck up and get the fuck out, saving the (ab)user time, effort, and – perhaps most importantly – the appearance of giving a shit. Sweary abbreviations also play a role in signalling group identity, expressing personal style, and so on, FYFI (for your fucking information). And they are extremely meme-friendly:

captain picard middle finger - stfu or gtfo

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