It’s not uncommon for advertising companies to coin new words in an effort to get their new product to take off, and many words and phrases from the world of advertising have done exactly what they say on the tin and entered common usage.
Whether the Axe male grooming range achieves this feat remains to be seen however, though you can’t criticise them for their efforts at least. Agency 72andsunny has created the word ‘Bathsculinity’, meaning to be confident in yourself inside and outside the bathroom, and is hoping that its series of adverts, starring actor and comedian Lil’ Rel Howery, will promote what it means to have bathroom self-confidence and will grow the Axe brand and cement the word in popular usage.
Adam Koppel, creative director at 72andSunny Amsterdam, said: “The purpose of the ‘bathsculinity’ campaign is to start a new conversation around masculinity in the 21st century about what it really means to be a man.” From a personal perspective, I find the word quite clumsy and not easy to say, which is always an indicator to me that something will struggle to catch on, while it is also not fulfilling a genuine semantic need. I don’t hold out enormous hope for Bathsculinity’s prospects.
Of course, if your thing is pouring concrete in the bath, then there is a word for you. We have become accustomed of late to fatbergs, enormous solid lumps being found in water systems which need to be destroyed. But this week, I read about a ‘concreteberg’ for the first time, as I suspect most people did, as Thames Water struggled to deal with a 100-metre, 105-ton lump of concrete in a Victoria sewer in central London. It is unclear exactly how it formed, though people pouring concrete down drains and sewers is a likely contributor. What is much clearer is that it will take around two months and lots of money to remove it.
While London is blocked under the surface, it has also suffered delays and hold-ups at ground level as well, as Extinction Rebellion has protested over the impact of climate change, bringing the name of this group into public consciousness. Separately, an interesting Swedish word is gaining traction on social media as a way of highlighting activities which have an impact on climate change. Flygskam, meaning flight shame, is increasingly appearing on postings as a hashtag to highlight the shame people are beginning to feel about the number of flights they take and the impact this is having on the environment.
As activists continue to insist that only fundamental changes to our lifestyles will arrest the climate damage now happening, it will be interesting to see whether Flygskam makes the leap across languages to become a de facto global term which people use when they are, or aren’t, flying.
And finally, an interesting tale from Australia, where Sydney Lord Mayor Clover Moore has suggested that the term disabled is insulting and should be dropped from society as it demeans disabled people, suggesting instead that they should be referred to as ‘access inclusion seekers’.
I am lucky enough not to be disabled, but can judge this fairly easily on the reaction of disabled people, which has been an almost universal dismissal of the idea and a suggestion that the new term is at best unnecessary but is actually patronising and insulting to boot. Clearly another new word which isn’t needed.