There has been a fashion in language recently that annoys me, unsurprisingly. I don’t know whether it has emerged from the short-form, limited text length of Tweets or laziness or people just having too much to say and too little time. The issue is people leaving out large and often important parts of sentences while at the same time using a noun as a verb.
For example in TV and radio adverts: “I can best friend” “I can family” “I can daughter” “We can football” (Virgin Media) which don’t even describe what you’d be doing, how do you “family”? A while back an advert encouraged people to “Adult like a boss” or something similar, the emphasis being that “Adult” is something you do rather than something you are, maybe the ads aren’t written by adults.
Uswitch used to turn it up to eleven with “U niche hobby, U model aeroplane, U guitar solo, U feet up” – though shortly before I finished this they changed theirs to real English with lines like “You start a new hobby” and “you learn the guitar”. Maybe it’s not just me.
Then there is a fashion for car stickers that say “Because Fiesta” or Ibiza or Trabant. Because what, exactly? At least they say “because” rather than “cos”.
Some names do become verbs, like to Hoover and to Google but “Are you ready to Butlins?“, you might as well say “are you ready to Cromer?” or “Scarborough” for that matter and as for “I don’t gym, I Hustle” – when did it become too much effort to say “go to the (gym)”. Similarly “Time to Travel Republic”. These all smack of both laziness and the idea that it’s cool to eschew proper language, of marketers trying to conform to the zeitgeist. The Butlins one is accompanied by the slogan “winning at holidays”, a kind of statement which seems to be part of the fashion for aggressive or at least competitive language in which you’ve got to beat everyone else at whatever you’re doing which also could explain the short, snappy lines.
Anyway I’m off for a sit down now. I can Sofa. Because Tea.
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