Strategy Food for thought: The spy who sold out

Thanks to a massive product integration deal in the latest [...]

read
Design Forgiving a pretty face

In the late spirit of Valentine’s day, I’ve been thinking [...]

read
Digital Facebook to agencies: how will people share your story?

As Facebook aims to go public on May 17 2012, [...]

read
Culture Is “The Pitch” an accurate reflection of our industry? read

Big Orange Slide

Thursday, May 24th, 2012

Is “awesome” still awesome?

May 25, 2010 by Dave Hamilton

Illustration by Colin Craig

The English language is a work in progress. Words exist today that didn’t exist a hundred years ago: “Google,” “celebutante” and, the more obvious, “bahookie.” Others have fallen away: “Anon,” “Fie” and, “Yoicks” come readily to mind.

At the same time, some words are misused often enough over time that they change meaning in everyday usage. A perfect example of this is “awesome.”

Today, the word “awesome” is taken to mean something that is really good or sensational. What it really describes, if we are faithful to Oxford, is that which inspires awe – a feeling of reverential respect, mixed with fear.

Awesome storms. Awesome dragons. Awesome ex-spouses . . . You get the idea.

Language evolves. This I am not disputing. But I do wonder whether “awesome” hasn’t lost some of its awesomeness? And I wonder if we care?

6 Comments on "Is “awesome” still awesome?"

Make a Comment


By submitting a comment, you agree to Grip Limited’s Guidelines, Terms & Conditions and Privacy Policy.


BIG ORANGE SLIDE: © 2010, Grip Limited. All rights reserved. Comments posted on this blog are the individual contributors personal opinions and do not necessarily represent the views of Grip Limited, its vendors, or its clients, nor the contributors respective employers or clients. Complaints, concerns and general hysteria: blogombudsman@griplimited.com