Language changes continuously . ( Not to say improves ; just changes ) .
Once upon a time, advertising copywriters could seize your attention with words like FREE and SALE and GUARANTEED OR YOUR MONEY BACK. Now they vie to see who can nudge closest to actual expletives without going full Tucker. Over the last couple of years we’ve seen “abso-booking-lutely” and “Look at the booking view!” from Booking.com, in which “booking” substitutes for “fucking”; “Ship my pants!” from supposedly family-friendly Kmart, in which “ship” sounds very much like “shit”; “half-fast Internet” from Verizon (“half-assed”—get it?); “Go fun yourself” from Toyota Europe; “Go fork yourself” from Bravo TV; and “I take a sheet in the pool” from Sheets Energy Strips (I think you can figure out the last three).
And the trend keeps trending. Here are some recent examples:
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