THE DICTIONARY, BY DESIGN

In recent posts I  have been looking at novel ways of mixing words and images and at the exploitation of nonstandard language varieties – slang and jargon in particular – for marketing, advertising and publicity. The format of the dictionary entry itself, the very familiar sequence of headword, part of speech and definition, lends itself to imitation in the same causes, as discussed here by naming expert Nancy Friedman:

http://nancyfriedman.typepad.com/away_with_words/2016/10/you-could-look-it-up.html

After studying Nancy’s article (included here with her kind permission) I tried in vain to find counterexamples: mainstream ads that had succeeded in using the reference-book template in original and striking ways. I did recall, though, some microexamples from closer at hand, the work of the design team at King’s College London with whom I’ve collaborated. These focused on colloquial language such as cliche, slang and catchphrase, presented in the visual style of thesaurus or academic document, playing with the expectations of a local target audience of students.

In 1998 slang, ancient and modern, and the thesaurus were evoked in an advertisment for student accommodation which proved popular with its intended readership:

KCL My digs 1998.JPG

Just recently an appeal for students to take part in a national survey combined a checklist or questionnaire format with plays-on-words, (over)familiar expressions and the sort of throwaway responses that students might employ:

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A little closer in spirit to Nancy’s examples, but more successful I think because target and context-specific is the mug designed for alumni of King’s College which plays on the Latin word itself, its correlates in English and, in dictionary style, its etymology.

Image result for KCL alumni mug

 

In my next post I hope to present for the first time a unique slang glossary and guide, created by a design specialist, which is at the same time a book to treasure, a rich source of information and a memorable art object.

A LOAD OF JARGON – 2

 

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“We are all guilty of using redundant and superfluous language throughout our working day, phrases such as blue sky thinking, target audience or thought shower are just a few examples of this strange terminology that has become commonplace.” – It’s Nice That

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Just as brands, service-providers and media agencies have begun to appropriate slang and jargon for their own purposes, so designers and artists are starting to explore and exploit the potential of colourful nonstandard language with creative juxtapositions and novel interactions.

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At iconic  The Conran Shop in London It’s Nice That media publication and design partnership Isabel+Helen have collaborated on an exhibition, running through September and October 2016,  which both celebrates and mocks the buzzwords circulating in creative industries. The static and kinetic works on show combine image, text and typography to re-present familiar phrases in a new context, while visitors have the chance to explore further via interactive games and print workshops.

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A Load of Jargon takes in both well-established and more recent expressions. For instance, the creators lampoon the phrase thinking cap by creating a pile of baseball hats emblazoned with those selfsame words. Next steps, another common business cliche, is a treadmill-like set of stairs, implying the infinite cycle of the phrase. Not all the pieces are purely literal, though: going viral, for example, is a series of yellow ping pong balls in front of a red background, inviting multiple interpretations from spectators.

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To my jaded ears some of the terms being mocked – going viral itself is one – seem thoroughly useful and no more offensive than the The Conran Group describing itself as a  lifestyle retailer, but that’s not the point here. Surveys have shown again and again that real people (as opposed to linguists specialising in slang) are upset by such language, and other buzzwords from the installation, notably thought shower (which the BBC famously imposed in place of brainstorm in order not to upset epileptics) are prime examples.

Theconranshop_isabelandhelen_itsnicethat_aloadofjargon_00_list

The installations play on the paradox whereby we can be simultaneously amused and irritated by language while we share the nagging suspicion that the sometimes laughable buzz-terms we are seeing and hearing actually signal something important: not just a way of encoding new ideas, new technologies and new ways of working (the project describes itself as a an immersive experience), but also a specialist vocabulary which team-builders and team-members use for bonding and forging identities. We bridle at the use of jargon when it’s novel and unfamiliar and again when it has become overfamiliar, but dare I suggest we try instead to expand our lexical repertoire, appreciate the sociosemantic resonances of these neologisms and get with the programme?

Writing about The Conran Shop exhibits Naresh Ramchandani of Pentagram takes a harsher view…

http://www.itsnicethat.com/features/linguisitc-cocaine-a-load-of-jargon-naresh-ramchandani-041016

With thanks to Manda Wilks and the rest of the It’s Nice That Team

Image result for conran shop

…and to The Conran Shop

Hierarchy Misalignment Syndrome

Hire Older Workers – 5 Key Benefits for Your Business | VANTAGE Aging

HMS, meaning a glaring mismatch in terms of status, is the latest mock-malady to afflict the business world. It was recently highlighted by, among others, PR and communication specialists Shine.com. It describes the awful sensation experienced when you sit down for an important face-to-face with a client or partner and find that your contact is an intern and/or someone 20 years younger than you. As Shine puts it, “It tends to mean that their organisation is taking neither you nor the project seriously – or, even more annoying, that your opposite number is a child prodigy.”

As a babyboomer I’m resigned to seniority or generational mismatches by now, though I try and check attendee status in advance of meetings. In wider contexts — company mergers, for instance — seniority integration is a priority for HR specialists. This coinage has been inspired, I suspect, not just by analogy with PMS (aka PMT) but by two genuine technical expressions: ‘hierarchy malalignment’ when mapping across databases, and ‘miserable malalignment syndrome’ — a painful result of sports injury.

FESTIVE SLANG

It’s already the Autumn Equinox in the Northern Hemisphere, and memories of this year’s summertime festivals are fast fading…

An Autumn days view

You can nevertheless re-live those hedonistic outdoor excesses by browsing my Festival Dictionary, produced for Lucozade two summers ago and still offering a snapshot of the latest slang, catchphrases, keywords and catcalls to accompany the traffic jams, the endless toilet queues, the muddied tents and the eventual collective euphoria…

The Lucozade Yes Moment Festival Dictionary is free and obtainable here…

https://www.lulu.com/shop/tony-thorne/the-yes-moment-festival-dictionary/ebook/product-21791651.html?q=Yes+moment+dictionary+tony+thorne&page=1&pageSize=4

TALKING LIKE A PIRATE

Today, September 19, is, in the calendar of spoof and parody, International Talk Like A Pirate Day, so here is a first note on pirate language…more to follow…

PIRATE TALES AND PIRATE TALK

Meet the real pirates of the Caribbean—and the Carolinas

The pirate is one of the most enduring icons of folklore and popular culture across the English-speaking world and beyond. Nowadays a ‘piratical’ boss may strike fear into the hearts of his workers and ‘pirated’ goods have to be avoided, but everything else about these intrepid marauders is tinged with romance. The word itself is from Latin pirata, derived from Greek peiran, to attack: the associated ‘buccaneering’ and ‘swashbuckling’ are terms of admiration, evoking a devilishly determined rogue who is villain and hero at the same time. It was England’s first Queen Elizabeth who launched the privateers, as they became known, on their way when she licensed 16th-century explorers like Francis Drake, Walter Raleigh and John Hawkins to take foreign ships and plunder the treasure houses of the Americas. But the pirates’ golden age came later, in the 17th and 18th centuries, when they operated freely in their hundreds across the seven seas, even establishing their own pirate state on the islands of Hispaniola and Tortuga in the Caribbean. The real lives of Blackbeard, Calico Jack, Irishwoman Ann Bonny and the rest were first recorded – and considerably embellished – in Captain Charles Johnson’s A General History of the Robberies and Murders of the most notorious Pyrates, published in 1724.

While pirates made their mark on history and on fiction, for hundreds of years the sea and its sailors were a very real presence for ordinary Britons, whose family members, whether fishermen, naval mariners  – or perhaps smugglers or slavers – struggled to make their fortunes at sea, risking their lives and enduring months or years away. The language of the sea penetrated the language used at home, to such an extent that we have forgotten the nautical origins of many of our everyday expressions…

All at sea

A shot across the bows

Batten down the hatches

Clear the decks

Dead in the water

Flagship

Fly the flag/show your true colours/nail your colours to the mast/with flying colours

Give someone a wide berth

Hit the deck

Loose cannon

On an even keel

Plain sailing

Safe haven

Sail close to the wind

Show someone the ropes

Take on board

The coast is clear

Weather the storm

URBAN LONDON SLANG

By kind permission of Natalie King, here’s her blog post for Oxford University Press on the sort of youth language to be encountered in the streets of London today. I can vouch for the authenticity of all the expressions she mentions, but it’s notable that this account bears out my own investigations: these examples of ‘youth-speak‘ or Multiethnic London English have all been used by teens and younger adults for at least five years, some for more than a decade. Slang is not as ephemeral as many people think…

Urban London slang: an introduction for hipsters

THE RETURN OF THE COUNTESS

 

 

The face of a woman who killed more than 100 young girls.

 

A fascination with language can lead to writing about language itself of course, but can also prompt excursions into subjects, themes and real places that are all but inaccessible for Anglophone monoglots. In 1997 I wrote Countess Dracula, the life of the 17th century Hungarian Countess Elisabeth Bathory. The evidence in this sensational and controversial story of serial murder, such as it is, exists only in Hungarian, Latin, Slovak and German. The verdicts arrived at at the time are still being questioned centuries later and the whole affair is periodically revived in novels, film, opera and in rival biographies and press articles. I plan to revisit the haunts of the Countess in Austria, Slovakia and Hungary soon, to search for the new information that I am sure awaits discovery there. In the meantime, here is an article from 2008 marking one such celebration of her infamy…

http://www.telegraph.co.uk/culture/film/3555482/Countess-Elizabeth-Bathory-icon-of-evil.html

HOW MANY IS A BANKER’S DOZEN?

Banker’s dozen

This is why a baker's dozen is 13 - EverybodyCraves

A baker’s dozen traditionally includes one extra bun

A ‘baker’s dozen’ is where a baker slips a gratis 13th bun into a customer’s order. (Also known as a long dozen, the phrase dates from 1599, but may refer to a much older practice of adding something to a batch to seem generous.) The banker’s dozen, by contrast, is much more recent. It can mean literally one less than the full dozen, ie 11 items instead of the expected 12: sometimes it just means a short measure of any kind.

More technically, the phrase may refer to a method of lending where interest or penalties are deducted before the loan is transferred, so the debtor borrows ten pounds but receives only nine. This topical reference to financiers’ avarice is probably the inspiration for a trader’s dozen which, in City of London slang, means a dozen drinks in quick succession on a Friday lunchtime (per person, that is), typically charged covertly to a client or employer.

Send buzzwords, jargon and new and exotic usages to  tony.thorne@kcl.ac.uk.

PRONOUNCING (ON) PEDANTRY

John Walker (1732-1807) did for pronunciation what Dr Johnson had done for vocabulary. He published the ‘idea’ for his pronouncing dictionary as early as 1774, along with an unusual advertisement asking ‘a few men of reflexion’ to communicate to him ‘whatever may have occurred to them.’ The book finally appeared in 1791 with the resounding title:

A Critical Pronouncing Dictionary and Expositor of the English Language: to which are prefixed Principles of English Pronunciation: rules to be Observed by the Natives of Scotland, Ireland and London, for Avoiding their Respective Peculiarities; and Directions to Foreigners for Acquiring a Knowledge of the Use of this Dictionary.

Walker was strongly prescriptive. The accent of cultured London, he told his readers, is ‘undoubtedly the best.’ Everyone else is mispronouncing the English language, especially those who are ‘at a considerable distance from the capital’, meaning the Scots and Irish. London Cockney, however, is ‘a thousand times more offensive and disgusting’ than those provincial varieties. ‘Elocution Walker’ became a household name in Britain and in North America, and his book went through more than a hundred editions. It provided the public, hungry for prescriptions to guarantee the social safety of their language, with an immovable authority, and helped to create a new climate of ‘linguistic correctness’ out of which emerged the elite forms of speech that came to dominate the nineteenth and twentieth centuries.

‘Pronunciation…is a sort of proof that a person has kept good company, and on that account is sought after by all, who wish to be considered as fashionable people or members of the beau monde…All other dialects are sure marks, either of a provincial, rustic, pedantic or mechanic education; and therefore have some degree of disgrace annexed to them.’ – Thomas Sheridan (1719 – 1788)

This sometime actor and teacher of elocution (father of the dramatist Richard Brinsley Sheridan) wrote the extraordinarily verbose (and that’s just the title) British Education: Or, The source of the Disorders of Great Britain. Being an Essay towards proving, that the Immorality, Ignorance, and false Taste, which so generally prevail, are the natural and necessary Consequences of the present to defective System of Education. With an attempt to shew, that a revival of the Art of Speaking, and the Study of Our Own Language, might contribute, in a great measure, to the Cure of those Evils (1756).

He developed his ideas in A Course of Lectures on Elocution. Less bothered by the supposed mispronunciation of words, he fulminated against what he saw as a lack of eloquence – particularly the correct level of dramatic delivery –in public speaking. Central to Sheridan’s work was his emphasis on the importance of ‘tones’ to eloquence. These tones, which correlated with the expressive effects one can give to their speaking, were something Sheridan considered an important part of persuasion. He stated, ‘The tones expressive of sorrow, lamentation, mirth, joy, hatred, anger, love, &c. are the same in all nations, and consequently can excite emotions in us analogous to those passions, when accompanying words which we do not understand: nay the very tones themselves, independent of words, will produce the same effects.’ For Sheridan, how a message was communicated, whether by an actor, a preacher or an ordinary speaker, was as important as the message itself. He used the example of someone saying in a calm demeanour, ‘My rage is rouzed to a pitch of frenzy, I can not command it: Avoid me, be gone this moment, or I shall tear you to pieces’ to show the importance of tones…

…While nineteenth century schoolteachers tired their pupils out with rote-learning of sounds and chanting, the twentieth century saw more ingenious confections, ostensibly designed to instruct and practice, actually intentionally or unintentionally a source of torment. The first is often used, to tantalise, and then to teach, speakers of other languages who are hoping to get to grips with ours…

I take it you already know
Of tough and bough and cough and dough?
Others may stumble, but not you
On hiccough, thorough, slough, and through.
Well done! And now you wish, perhaps,
To learn of less familiar traps.
Beware of heard, a dreadful word
That looks like beard but sounds like bird.
And dead: it’s said like bed, not bead,
For goodness sake don’t call it deed!
Watch out for meat and great and threat
(They rhyme with suite and straight and debt).
A moth is not a moth as in mother
Nor both as in bother, nor broth as in brother,
And here is not a match for there,
Nor dear and fear, for bear and pear.
And then there’s dose and rose and lose–
Just look them up–and goose and choose
And cork and work and card and ward
And font and front and word and sword
And do and go, then thwart and cart,
Come, come! I’ve hardly made a start.
A dreadful Language? Man alive!
I mastered it when I was five.

 

I have used this poem myself with visiting students from abroad and have become used to the expressions on their faces as I read it aloud. The polite amusement and gentle puzzlement giving way slowly to a mélange of incredulity and fear, settling into a sort of resigned misery.

So now for something quite a lot more vexatious…another ‘poem’, this time for you the native to attempt…

Dearest creature in creation,
Study English pronunciation.
I will teach you in my verse
Sounds like corpse, corps, horse, and worse.
I will keep you, Suzy, busy,
Make your head with heat grow dizzy.
Tear in eye, your dress will tear.
So shall I! Oh hear my prayer.
Just compare heart, beard, and heard,
Dies and diet, lord and word,
Sword and sward, retain and Britain.
(Mind the latter, how it’s written.)
Now I surely will not plague you
With such words as plaque and ague.
But be careful how you speak:
Say break and steak, but bleak and streak;
Cloven, oven, how and low,…

…Ask, grasp, wasp, and cork and work.
Pronunciation (think of Psyche!)
Is a paling stout and spikey?
Won’t it make you lose your wits,
Writing groats and saying grits?
It’s a dark abyss or tunnel:
Strewn with stones, stowed, solace, gunwale,
Islington and Isle of Wight,
Housewife, verdict and indict.
Finally, which rhymes with enough,
Though, through, plough, or dough, or cough?
Hiccough has the sound of cup.
My advice is to give up!!!

This tongue-twisting mind-bender, which is reputed to have cost a number of native-speakers their sanity (perhaps they tried to derive some meaning from it?), is an excerpt from the poem The Chaos. It was written in 1920 by ‘Charivarius’, the pen-name of Dr Gerard Nolst Trenité (1870-1946). The doctor was, like other keen observers of the foibles of the English, Dutch, (just like Dr G.J Renier, author of The English: Are They Human and P. Boogaart who wrote The A272: An Ode to a Road). What is more he was himself a puzzle, in that he was said to pronounce Charivarius (it means a cacophonous, mocking serenade or a series of discordant noises and comes, tellingly, from the Latin for ‘headache’) in several different ways, none of them acceptable in normal English, while he never told anyone how to pronounce his surnames…

‘…the best speakers of standard English are those whose pronunciation, and language generally, least betray their locality’. – Henry Sweet (1845-1912)

The Edwardian Henry Sweet, to be very uncharitable, was, in a stuffy age, one of our stuffiest linguistic prescriptivists, a dry old stick who quite lacked the saving silliness of Nolst Trenité. But his theme has again become part of the public conversation in recent times. Elocution lessons enjoyed a resurgence in popularity following the success of Oscar-winning film The King’s Speech, in which King George VI overcomes his battle with a lifelong stammer thanks to help from a therapist.  George Bernard Shaw famously claimed that ‘It is impossible for an Englishman to open his mouth without making some other Englishman hate or despise him’. Carol Walker probably wouldn’t go that far. But as head of Sacred Heart Primary School in Middlesbrough, she insisted in 2013 that pupils moderate their Teesside accents and local dialect – to drop the ‘nowt’ and ‘yous’ and ‘gizit ’ere’ – in order to improve their chances in life.

What was perhaps most interesting about this story was that when it surfaced in the national press the sky failed to fall in. A few years ago, Mrs Walker would have been accused of cultural discrimination – of imposing arbitrary standards of ‘proper’ English on her poor charges. Of course, the idea of RP was always something of a fraud: if you listen to recordings of Gladstone, his tones are pure Scouse (and we learnt recently that Richard III may have plotted his villainy in a Brummie twang). And today’s favoured TV accent is more Brian Cox than David Attenborough. Yet as Mrs Walker’s decision suggests, there is still such a thing as ‘Standard English’ – it’s just that the definition is a bit broader. Her kids don’t need to start chanting ‘The rain in Spain’, but they do need to be able to make their way in the wider world.

It was only one year earlier that a primary school in Essex became one of the first in recent history to offer its pupils elocution lessons to help them lose their accents. Pupils at Cherry Tree Primary School in Basildon, are being taught to ditch their Essex accents during weekly lessons from a private tutor. Teachers say they have seen a vast improvement in their pupils’ spelling and writing since the lessons were introduced – with some parents even admitting they are now corrected on their pronunciation at home by their own children. The Essex accent has been thrown under the spotlight around the country following the success of the reality TV show The Only Way is Essex. However, Terri Chudleigh, English literacy coordinator, who first came up with the idea, said, ‘This is not about being ashamed of the Essex accent. I have an Essex accent and there’s nothing wrong with it. It’s about helping the children to speak properly so they can improve their reading and writing and obviously have a better education. I really wanted to get someone in because I noticed the children weren’t saying words correctly and were therefore misspelling them. We had lots of youngsters writing ‘sbort’ instead of ‘sport’ and ‘wellw’ instead of ‘well’.’ During weekly sessions at the school, children run through fun speech exercises with names like ‘ho hum’, ‘stifled smile’ and ‘tongue boot camp’ before being encouraged to experiment with ‘posh voices’…