Puffery

Puffery (pronounced puhf-uh-ree)

(1) Undue or exaggerated praise; inflated laudation; publicity, claims in advertising, acclaim etc, that are exaggerated (also known as the “puff piece”).

(2) In common law jurisdictions (often as “mere puffery), certain claims or assertions made which, even if literally untrue or misleading, are not actionable.

(3) An act of puffing (rare except in humor).

1730–1735: The construct was puff (in the sense of “to praise with exaggeration”) + -ery.  The noun puff was from the early thirteenth century Middle English puf, puffe, puff & puf, from the Old English pyf (a short, quick blast of wind, act of puffing) which was imitative and cognate with the Middle Low German puf & pof.  It was derived from the verb which was from the Middle English puffen, from the Old English pyffan & puffian (to breathe out, blow with the mouth) and similar forms in other European languages included the Dutch puffen, the German Low German puffen, the German puffen, the Danish puffe and the Swedish puffa.  The sense of “to blow with quick, intermittent blasts” was common by the mid-fourteenth century while the meaning “pant, breathe hard and fast” emerged some decades later.  It was used of the “fluffy light pastry" from the late fourteenth century while the “small pad of a downy or flossy texture for applying powder to skin or hair” was first so described in the 1650s.

The meaning “to fill, inflate, or expand with breath or air” dates from the 1530s while the intransitive sense (in reference to small swellings & round protuberances) was noted by 1725.  The transitive figurative sense of “exalt” was known by the 1530s which shifted somewhat by the early eighteenth century into the meaning “praise with self-interest, give undue or servile praise to”, the idea by mid century focused on the figurative sense of “empty or vain boast”, this sense soon extended to mean “flattery & inflated praise”.  The derogatory use of poof for “an effeminate man; a male homosexual” was noted from the 1850s and is presumably from puff (possibly in the sense of “powder puff”, an allusion to the stereotype of their “excessive concern with maintaining a delicate appearance”)) and the extended form “poofter” was early twentieth century Australian slang, an unusual linguistic departure for a dialect which tended either to clip or add a trailing “e”, “y” or “o” sound to words.  The correct spelling for the furniture piece (A low cushioned seat with no back; a padded foot-stool) was pouf, from the French pouf & pouff (again of imitative origin) but, presumably because of confusion caused by the pronunciation, the spellings puff & poof sometimes are used.  The suffix -ery was from the Middle English -erie, from the Anglo-Norman and Old French -erie, a suffix forming abstract nouns.  The suffix first occurs in loan words from the Old French into the Middle English, but became productive in English by the sixteenth century, sometimes as a proper combination of -er with “y” (as in bakery or brewery) but also as a single suffix (such as slavery or machinery).  Puffery is a noun; the noun plural is pufferies.

Mere puffery

The origin of “puffery” in the publishing industry is thought to be the character of Mr Puff, the verbose and bogus critic in Richard Brinsley Sheridan’s (1751-1816) The Critic (1779).  Puffery was the class of “criticism” used as a tool by literary cliques (comprising groups of authors who praised each other’s works) and this excessive lauding was referred to also as a “blow up” (ie the notion of puffing into a balloon, inflating something which although becoming bigger, remains essentially “empty’).  In the jargon of publishing, a puff (or puff piece) is the equivalent of a “blurb”.

In law, the concept of “mere puffery” was created to provide a buffer between the “meaningless” sales pitch and the deceptive or misleading claims which amount to a misrepresentation.  A misrepresentation may be actionable; “mere puffery” is not.  Puffery is used to describe a claim that (1) a “reasonable person” would not take seriously or (2) is so vague or subjective that it can be neither proved nor disproved.  Those two definitions operate in conjunction because even if an assertion can be disproved, if it would be absurd for the “reasonable person” to claim they believed it, it will be held to be “mere puffery”.

Doubling down: Disappointed at losing the case based on their £100 offer, to restore public confidence, they offered £200. 

In contract law, the term “puffery” comes from one of the most celebrated cases in English jurisprudence: Carlill v Carbolic Smoke Ball Company (1892, EWCA Civ 1) before the Court of Appeal.  During the deadly influenza pandemic in the northern winter of 1889-1890, the Carbolic Smoke Ball Company it would pay £100 (equivalent to some £14,000 in 2023) to anyone who became ill with influenza after using their smoke ball in accordance with the instructions enclosed with the product.  Mrs Carlill was concerned enough by the flu to buy a ball which, following the instructions, she used thrice daily for some weeks but nevertheless, caught the flu.  Unable to persuade the company to pay her £100, Mrs Carlill brought an action, in court claiming a contract existed which the company denied.  At first instance, despite being represented by a future prime-minister, the Carbolic Smoke Ball Company lost, a verdict upheld unanimously by the Court of Appeal.  It was a landmark in the development of contract law, refining the long-established principles of (1) offer, (2) acceptance, (3) certainty of terms and (4) payment although it would be decades before the implications would begin comprehensively to be realized in legislation.  Not only did Mrs Carlill secure her £100 but she survived the pandemic, living to the age of ninety-six.  On 10 March 1942, she died after catching influenza.

So, Mrs Carlill, having used the smoke ball three times a day for almost two months before she developed influenza sued for breach of contract and the court held the offer made in the advertisement was not “mere puff” but constituted a valid offer of contract; the Smoke Ball Company’s offer was thus a misrepresentation because, in the particular circumstances detailed, a “reasonable person” would be likely to believe that they would receive £100 and thus, relying on the claim, be persuaded to purchase the product.  However, all the circumstances must be considered on a case-by-case basis and an individual’s simple reliance on a claim they sincerely believe to be true is not sufficient to for something to be held a misrepresentation.

In the famous Red Bull lawsuit in 2013, the court noted the company’s advertising slogan “Red Bull gives you wings” was “mere puffery” in that no reasonable person would believe ingesting even many cans of the stuff would mean they would “grow wings and fly” but the lawsuit claimed that implicit in the slogan was the allegedly deceptive and fraudulent suggestion that the drink was a “superior source of energy”, something not backed up by scientific evidence.   Heard in US District Court for the Southern District of New York, the class action was lodged by someone who had been drinking Red Bull for a decade-odd.  His claim was not that he expected feathers to sprout but that idea drinking Red Bull would increase performance and concentration (as advertised on the company's television, on-line and marketing campaigns) was “deceptive and fraudulent and is therefore actionable”.  The scientific basis for the action was research which found energy drinks gained their “boost” through caffeine alone, not guarana or any other ingredient, adding although there was no academic support for the claim Red Bull provides “any more benefit to a consumer than a cup of coffee, the Red Bull defendants persistently and pervasively market their product as a superior source of ‘energy’ worthy of a premium price over a cup of coffee or other sources of caffeine.”  Red Bull, while denying any wrongdoing or liability and maintaining its “marketing and labeling have always been truthful and accurate”, the company settled the lawsuit “to avoid the cost and distraction of litigation”.  As part of the settlement, anyone resident of the US who claimed to have purchased a can of Red Bull at some time after 1 January 2002 was eligible to receive either a $US10 reimbursement or two free Red Bull products with a retail value of approximately $US15, a webpage created to enable those affected to lodge their claim.  To avoid any similar claims, the company “voluntarily updated its marketing materials and product labeling".

Advertising is often a mix of puffery and specific claims which can be actionable, depending on the circumstances, either in damages or restitution.

So every case is decided on its merits.  A case before the Federal Court in Australia in 2017 held that a false assertion an app had “the most property listings in Sydney” was a misrepresentation because uncontested evidence proved otherwise although the court note were the app to claim it was “the best” app of its kind that would be mere puffery because, in that context, the phrase “the best” means nothing in particular because it’s not something which can be reduced to a metric or precisely defined.  More intriguing for those who like to speculate when grey turns black or white was the Pepsi Points Case which was in many ways similar to Carlill v Carbolic Smoke Ball Company.  PepsiCo’s advertising included a point system which customers could use to redeem prizes and one campaign had offered a military jet fighter (then invoiced by the manufacturers at US$23 million odd) in exchange for 7 million "Pepsi Points" (then worth US$700,000).  Mailing a $700,000 cheque to PepsiCo, a customer asked to collect his jet.  The court held the offer was “mere puffery” on the basis of (1) aspects of the campaign which clearing indicated “its jocular nature”, (2) that no reasonable person would believe a US$23 million jet could be obtained by exchanging US$700,000 and it was (3) anyway impossible for the company to deliver a military fighter jet in operable condition to a civilian customer.  It was an interesting case because it might have been decided differently if the object had been closer in value to the points mentioned and been something there was no legal impediment to supplying (such as a US$1 million car).  Were it a US$143 million car (there is one), the promotion would presumably still be judged puffery but at some point, it must be that the relative values would be close enough to for the “reasonable person” test to apply.  That however is something impossible to reduce to an equation and each case will be decided on its merits.  Just to be sure, PepsiCo bumped up by several orders of magnitude the points required to start one’s own air force up and added some text to make it clear the whole thing was just a joke.

In the matter of Tyrrell’s Crinkly Crisps.  Often packaging & advertising will contain a number of claims, some of which will be mere puffery (even if it’s easy to prove blatantly they’re untrue) while others need to be verifiable:

2 Pack: Not puffery; every pack must contain two packets.  There have been instances when customers have complained they’ve received more than was advertised and paid for but it’s rare.  Usually, such things are treated as “windfalls”.

Vegan: Not puffery; the contents must be vegan (as defined in the regulation of whatever jurisdiction in which they’re sold).

Triple Cooked: Probably puffery because it’s doubtful the term has any legal definition although were it possible to prove the production process is essentially the same as for any other crisp (chip), it might be actionable.  Because “triple” does have a defined value, were it proved the goods were cooked only twice as long as the practice of other manufacturers, that would presumably compel a change of text to “Double Cooked”.

More Crunch: Probably puffery because the measure of such things is so subjective and there is a point at which to increase crunchiness becomes self-defeating because other desired qualities will be lost.

Crinkly Crisps: Not puffery; the crisps must to some extent be crinkly although it might be fun to have a judge explore the margins and tell us how slight a corrugation can be while still being called “crinkly”.

No Artificial Nasties: Not puffery; these packets probably contain artificial ingredients because they’re almost impossible to avoid in the industrial production of food.  What constitutes a “nasty” is however a thing of quantity as well as quality; something millions every day harmlessly (even beneficially) can be a toxic “nasty” in large quantities so what’s included in the packet will be safe as supplied.  If potential “nasties” are found to exist in a quantity above a certain point, it’s actionable.

Gluten Free: Not puffery; unless there is an allowable quantity (ie trace amounts) permitted by regulation, there must be no gluten.

Sea Salt & Vinegar: Not puffery; sea salt is a particular type of salt so it must be used and there must be evidence of the use of vinegar.

165 g Net: Not puffery; each pack must contain 165 g of edible content +/- the small % of production line variation a court would deem acceptable.

Content guide (fat, energy et al): Not puffery; again, what’s claimed must be a reliable indication of the products within whatever small variation is acceptable.

Photograph with giant crisp: Puffery and an example of how the “reasonable person” test works in conjunction with an objective test of truth.  The packs do not contain crisps as large as is represented in the image (indeed, such would be too big even toi fit in the pack) and no reasonable person would believe this is what they’re buying.

Coupe

Coupe (pronounced koop or koo-pey (the latter used even if spelled without the “é”)).

(1) A closed, two-door car, sometimes on a shorter wheelbase than the four-door version on which they’re based.

(2) A four-door car with a lower or more elongated, sloping roofline than the model on which it’s based.

(3) An ice cream or sherbet mixed or topped with fruit, liqueur, whipped cream etc.

(4) A glass container for serving such a dessert, usually having a stem and a wide, deep bowl (similar in shape but usually larger than a champagne coupe).

(5) As champagne coupe, a shallow, broad-bowled saucer shaped stemmed glass also often used for cocktails because of their greater stability than many a cocktail glasses.

(6) A short, four-wheeled, horse-drawn, closed carriage, usually with a single seat for two passengers and an outside seat for the driver.

(7) The end compartment in a European diligence or railroad car with seats on one side only.

(8) In commercial logging, an area of a forest or plantation where harvesting of wood is planned or has taken place.

(9) In military use, as coupe gorge (a borrowing from French (literally “cut-throat”), any position affording such advantage to an attacking formation that the troops occupying it must either surrender or be “cut to pieces”.

(10) In various sports, a cup awarded as a prize.

(11) A hairstyle (always pronounced coop) which typically features shorter sides and back with longer hair on top.

1825–1835: From the French coupé (low, short, four-wheeled, close carriage without the front seat, carrying two inside, with an outside seat for the driver (also “front compartment of a stage coach”)), a shortened form of carrosse coupé (a cut-off or shortened version of the Berlin (from Berliner) coach, modified to remove the back seat), the past participle of couper (to cut off; to cut in half), the verbal derivative of coup (blow; stroke); a doublet of cup, hive and keeve, thus the link with goblets, cups & glasses.  It was first applied to two-door automobiles with enclosed coachwork by 1897 while the Coupe de ville (or Coup de ville) dates from 1931, describing originally a car with an open driver's position and an enclosed passenger compartment.

The earlier senses (wicker basket, tub, cask) date from 1375–1425, from the Middle English, from the Anglo-French coupe & cope, from the Old French coupe, from the Medieval Latin cōpa (cask), from the Latin cūpa (cask, tub, barrel), the ultimate source of the modern “cup” (both drink vessels and bras).  The Middle English cǒupe was from the Old Saxon kûpa & côpa, from the Old High German chôfa & chuofa, again from the from the Medieval Latin cōpa from the Latin cūpa.  It described variously a large wicker basket; a dosser, a pannier; a basket, pen or enclosure for birds (a coop); a cart or sled equipped with a wicker basket for carrying manure etc; a barrel or cask for holding liquids.  The obvious descendent is the modern coop (chickens etc).  Coupe is a noun; the noun plural is coupes.

Marie Antoinette and the unrelated champagne coupe.

The “coupe” hair-style (always pronounced coop) is one which typically features shorter sides and back with longer hair on top, the modern interpretations making a distinct contrast between the shorter and longer sections, the aim being the creation of sharp lines or acute angles.  The longer hair atop can be styled in various ways (slicked back, textured, or even the messy look of a JBF.  Historically, the coupe hairstyle was associated with men's cuts but of late it’s become popular with women, attracted by the versatility, low maintenance and the adaptability to suit different face shapes, hair types and variegated coloring.  Because outside the profession, there’s no obvious link between “coupe” and hair-styles, the term “undercut” is often used instead.  Unfortunately, despite the often-repeated story, there seems little to support the claim the wide-mouthed, shallow-bowled champagne coupe was modelled on one of Marie Antoinette's (1755–1793; Queen Consort of France 1774-1792) breasts.

Harold Wilson (1916–1995; UK prime minister 1964-1970 & 1974-1976) outside 10 Downing Street with his official car, a Rover 3.5 saloon.

In automobiles, by the 1960s, the English-speaking world had (more or less) agreed a coupe was a two door car with a fixed roof and, if based on a sedan, in some way (a shorter wheelbase or a rakish roof-line) designed put a premium on style over utility.  There were hold-outs among a few UK manufacturers who insisted there were fixed head coupes (FHC) and drop head coupes (DHC), the latter described by most others as convertibles or cabriolets but mostly the term had come to be well-understood.  It was thus a surprise when Rover in 1962 displayed a “four-door coupe”, essentially their 3 Litre sedan with a lower roof-line and a few “sporty” touches such as a tachometer and a full set of gauges.  Powered by a 3.0 litre (183 cubic inch) straight-six, it had been available as a four-door sedan since 1958 and had found a niche in that part of the upper middle-class market which valued smoothness and respectability over the speed and flashiness offered by the rakish Jaguars but, heavy and under-powered by comparison, even its admirers remarked on the lethargy of the thing while noting it was fast enough to over-tax the four-wheel drum brakes.  The engine did however set standards of smoothness which only the Rolls-Royce straight-sixes and the best of the various straight-eights could match but by 1959, both breeds were all but extinct so the Rover, with its by then archaic arrangement using overhead inlet and side-mounted exhaust valves had at least one unmatched virtue to offer.

Rover-BRM Gas-Turbine, Le Mans, 1965.

Although obviously influenced by the then stylish 1955 Chryslers, its conservative lines appealed to a market segment where such a thing was a virtue and reflected Rover’s image although it was a company with a history which included some genuine adventurism, their experimental turbine-engined cars in the early post-war years producing high performance, something made more startling by them being mounted in bodies using the same styling cues as the upright 3 Litre.  The company however discovered that whatever the many advantages, they suffered the same problems that would doom Chrysler’s turbine project, notably their thirst (although turbines do have a wide tolerance of fuel types) and the high costs of manufacturing because of the precision required, something hinted at by the Chrysler’s tachometer reading to 46,000 rpm while the temperature gauge was graduated to 1,700°F (930°C).  While such machinery was manageable on warships or passenger jets, to sell them to general consumers would have been too great a risk for any corporation and neither ever appeared in the showrooms although Chrysler’s research continued until 1979 and Rover co-developed a turbine race car which proved its speed and durability in several outings in the Le Mans 24 hour endurance classic.

Chop top: The Rover 3.5 Coupé (P5B).

For the public however, Rover upgraded the 3 Litre in a way which was less imaginative but highly successful, purchasing from General Motors (GM) the rights to the 3.5 litre (2.15 cubic inch), all-aluminum V8 which Buick, Oldsmobile & Pontiac had all used in their new generation of “compact” cars between 1960-1963.  For a variety of reasons, GM abandoned the project (to their later regret) and Rover embarked on their own development project, modifying the V8 to suit local conditions and the availability of components.  Remarkably, it would remain in production until 2006, used by several manufacturers as well as a legion of private ventures in capacity up to 5.0 litres (305 cubic inch) although megalomaniacs discovered that by using a mix-and-match of off-the-shelf parts, a displacement of 5.2 litres (318 cubic inch) was possible.  Lighter and more powerful than the long-serving straight-six, the V8 transformed the 3 Litre although Rover, with typical English understatement, limited themselves to changing the name to “3.5 Litre”, solving the potential of any confusion when the V8 was offered in the smaller 2000 by calling it the “3500”.

Although the factory never released one, privately some 3.5 Coupés have been converted to two-doors and there are even some cabriolets (ie drop head coupes or convertibles).

Although the new engine couldn’t match the smoothness of the old, the effortless performance it imparted added to the refinement and fortunately, by the time the V8 was installed, disk brakes had been fitted and transformed by the additional power, it became an establishment favorite, used by prime-ministers and Queen Elizabeth II even long after it had been discontinued.  Even by the time the V8 version was released in 1967, it was in many ways a relic but it managed to offer such a combination of virtues that its appeal for years transcended its vintage aspects.  When the last was produced in 1973, that it was outdated and had for some time been obsolescent was denied by few but even many of them would admit it remained a satisfying drive.  One intriguing part of the tale was why, defying the conventions of the time, the low-roof variation of the four-door was called a coupé (and Rover did use the l'accent aigu (the acute accent: “é”) to ensure the “traditional pronunciation” was imposed although the Americans and others sensibly abandoned the practice).  The rakish lines, including more steeply sloped front and rear glass were much admired although the original vision had been more ambitious still, the original intention being a four-door hardtop with no central pillar.  Strangely, although the Americas and Germans managed this satisfactorily, a solution eluded Rover which had to content themselves with a thinner B-pillar.  

One way or another, windows have troubled the English: (1) the “window tax” imposed on houses during the eighteenth & nineteenth centuries a constant irritant to many, (2) the squircle (in algebraic geometry "a closed quartic curve having properties intermediate between those of a square and a circle") windows used in the early de Havilland Comets found to be a contributing factor in the catastrophic structural airframe failures which doomed the thing and the reason why oval windows are used to this day (mathematicians pointing out the Comet’s original apertures were not “quartic” as some claim on the basis of them being “a square with rounded corners”, the nerds noting “quartic” means “an algebraic equation or function of the fourth degree or a curve describing such an equation or function” and (3) even by the mid 1970s, Jaguar couldn’t quite get right the sealing on the frameless windows used on the lovely “two-door” versions (1975-1978)of the Jaguar & Daimler XJ saloons (which the factory insisted were NOT a coupé, presumably to differentiate them from the long-serving (1975-1995) but considerably less lovely XJ-S (later XJS).

Lindsay Lohan with Porsche Panamera 4S four-door coupe (the factory doesn't use the designation but most others seem to), Los Angeles, 2012.

The etymology of coupe is that it comes from couper (to cut off) but the original use in the context of horse-drawn coaches referred to the platform being shortened, not lowered but others have also been inventive, Cadillac for decades offering the Coupe De Ville (they used also Coupe DeVille) and usually it was built on exactly the same platform as the Sedan De Ville.  So Rover probably felt entitled to cut where they preferred; in their case it was the roof and in the early twentieth century, the four-door coupe became a thing, the debut in 2004 of the Mercedes-Benz CLS influencing other including BMW, Porsche, Volkswagen and Audi.  Whether the moment for the style has passed will be indicated by whether the current model, the last of which will be produced in August 2023, will be replaced.

Prepone & Postpone

Postpone (pronounced pohst-pohn or pohs-pohn)

(1) To put off to a later time; to defer.

(2) To place after in order of importance or estimation; to subordinate in a hierarchy (rare, probably obsolete).

1490–1500: From the Latin postpōnere (to put after, esteem less, neglect, lay aside), the construct being post- (after) + pōnere (to put, to place) and postpōnō (I put after; I postpone), the construct being post (after) + pōnō (I put; I place).  The usual meaning in Latin was the one now rare (to place something lower in importance); the now almost universal sense of an "act of deferring to a future time" is from 1770, the common form since then postpone + -ment.  Earlier, Dr Johnson in 1755 listed postponence.  The -ment suffix was from the Middle English -ment, from the Late Latin -amentum, from -mentum which came via Old French -ment.  It was used to form nouns from verbs, the nouns having the sense of "the action or result of what is denoted by the verb".  The suffix is most often attached to the stem without change, except when the stem ends in -dge, where the -e is sometimes dropped (abridgment, acknowledgment, judgment, lodgment et al), with the forms without -e preferred in American English.  The most widely known example of the spelling variation is probably judgment vs judgement.  Judgement is said to be a "free variation" word where either spelling is considered acceptable as long as use is consistent.  Like enquiry vs inquiry, this can be a handy where a convention of use can be structured to impart great clarity: judgment used when referring to judicial rulings and judgement for all other purposes although the approach is not without disadvantage given one might write of the judgement a judge exercised before delivering their judgment.  To those not aware of the convention, it could look just like a typo.  Postpone (used with object) is a verb; postponed & postponing are verbs, postponed & postponable are adjectives and postponement & postponer are nouns.  Synonyms include adjourn, defer, delay, forestay, hold up, shelve, suspend, put on ice, pigeonhole, prorogue, posticipate, table, carry over, carry forward, cool it, procrastinate, hang fire, hold off, hold over, lay over, put back & put on hold.

Noting the twentieth anniversary of the body-swap comedy Freaky Friday (2003) staring Lindsay Lohan & Jamie-Lee Curtis (b 1958), it was in early 2023 reported a sequel was in the works with work on the screenplay "well-advanced".  Both actors were reportedly expected to reprise their roles but the project has been postponed because of co-ordinated strike action by the actors and screen writers.

Prepone (pronounced pree-pohn)

To reschedule to an earlier day or time.

Pre 1550: From Middle English, the construct being pre- (before) + (post)pone.  A back formation modeled on postpone, it’s now an antonym of the source.  The modern is patterned on the same basis as the circa 1972 prequel (from sequel).  The prefix pre- was from the Middle English pre-, from the Latin prae-, from the preposition prae (before) (prae- & præ- although archaic, still in occasional use for technical or pedantic purposes).  In most cases, it's usually prefixed to words without a hyphen (prefix, predate et al) but a hyphen is used where (1) excluding a hyphen would be likely to lead to a mispronunciation of the word because "pre" appears not to be a complete syllable, (2) (in British English) before the letter e, (3) (often in British English) before other vowels and (4) before a character other than a letter.

Many dictionaries list the origin of prepone as a creation of Indian English in the early 1970s but the first known instance in the sense of “to set before” predates even the Raj, the first known instance from ecclesiastical writing in 1549.  The Oxford English Dictionary (OED) credits the first use to Puritan clergyman and polemicist Robert Crowley (1517–1588), who in 1549 wrote: “I do prepone and set the Lord alwaye before myne eyes.”  However, it seems to have gone dormant, apparently not seen in print until published in December 1913 by the New York Times (NYT), in a letter to the editor in which a Mr John D Trenor advised he had decided to “…coin the word prepone as a needed rival of that much revered and oft-invoked standby, postpone.”  A useful word certainly but what the Mr Trenor actually had done was take Mr Crowley’s word and vest it with a new meaning: an antonym of postpone.  Prepone, a back-construction from postpone seems a good word to those who value the elegance of sparseness in sentences.  One can prepone something more effortless than can one “move that appointment earlier” or “advance that deadline” or “bring it forward to an earlier date”.  Nor should it suffer from overuse; given we probably are all prone more to procrastinate than persevere, postponements seem likely to remain more prevalent than preponements.

The idea of prepone being an invention of modern Indian English appears based on a spike in use in the early 1970s after what was probably an independent coining of the word rather than a revival of something from the NYT decades before.  Interestingly, there’s a streak of the linguistic puritanical among some English-speaking Indians.  Prepone, a most useful word, has been a part of Indian English for decades but is shunned by many, particularly the more educated and while it appears in the odd newspaper, it’s almost absent from books, teachers often emphasizing its lowly status.  It’s a curious phenomenon.  While native English speakers delight in adopting Indian-inspired contributions to English (bungalow; pyjamas et al), among highly-educated Indian speakers of English, there is a prejudice against local creations, the phrase “as we say in Indian English” often added, sometimes almost in apologia.  It’s certainly not an aversion to the new, Indians as quick as anyone else to pick up “selfie”, “sext” and of course, “avatar” (actually from Hindu mythology).

Prepone: Not all Indians approve.

Informally (but most stridently), India has an English Language "establishment" which speaks English with a clipped precision now rare in the West.  Not a humorous lot, they're dedicated to the task of ensuring Indian English doesn't descend to the debased thing it so often is in less civilized places (the UK, Australia, the US etc) and they publish much material to correct use by errant Indians and admonish the linguistically unhygienic.  It's the empire striking back and prepone is on their (long) list of proscribed barbarisms which is a shame because it's an attractive and useful word and surely Shakespeare would have approved.

Portrait

Portrait (pronounced pawr-trit, pawr-treyt, pohr-trit or pohr-treyt)

(1) A likeness of a person, especially of the face, as a painting, drawing, or photograph (when used as a modifier: a portrait gallery).

(2) A verbal description of someone or something, especially if pertaining to an individual’s character.

(3) Relating to or producing vertical, upright orientation of computer or other digital output, with lines of data parallel to the two shorter sides of a page or screen (as opposed “landscape” in which the relationship is inverted).  The use was formalized in digital technology as applied to aspect ratios (page layouts, images, monitors etc).

(4) In printing (of a publication or an illustration in a publication), being of greater height than width.

1560–1570: From the Middle English portrait (a figure, drawn or painted), either a back formation from portraiture or directly from the French portrait, from the Middle French portraict & pourtraict (a drawing, image, etc), the noun use of the past participle of portraire (to portray), from the thirteenth century Old French portret, from the Latin prōtrahō.  Wherever used, the various forms were always applied especially to pictures or representation of the head and face of a person drawn from life.  The spelling pourtraict is obsolete.  Portrait is a noun, verb & adjective, portraitist & portraiture are nouns and portraiting & portraited are verbs and portraitlike & portraitesque are adjectives; the noun plural is portraits.

An image of Lindsay Lohan, digitally rendered in the style of an oil on canvas portrait.

Artists painting their own image had been a part of art for centuries but the term “self-portrait” entered English in 1821, a direct translation of the German Selbstbildnis (the construct being selbst +‎ Bildnis).  The portraiture (the art of making portraits; a painting, picture, or drawing) emerged in the late fourteenth century and was from the twelfth century Old French portraiture (portrait, image, portrayal, resemblance).  The term Fayum (a city in Egypt, and the associated region) portrait (also known as the "mummy portrait" or "Faiyum portrait" describes the class of naturalistic portraits rendered on the wooden boards attached to mummies from the Coptic period.  Produced between the first & third centuries AD, they were a sub-set of the school of panel painting popular in late Antiquity and have been an invaluable source of information for historians, revealing much about fashion, social structures and aspects of religious beliefs and the associated politics.  Fayum was from the Arabic الفَيُّوم‎ (al-fayyūm), from the Coptic (ph̀iom) (the sea, Fayum), from the Egyptian pꜣ ym (Lake Moeris (literally “The Lake”), the construct being pꜣ (the) + ym (lake).  The term “swagger portrait” is one of the informal terms used to describe a work (not of necessity a portrait as one is now conventionally understood) which is rendered in a style deliberately to emphasize their wealth, status or importance.

The portrait versus landscape aspect ratio was much discussed in the early days of televising live sport on television, the producers concluding there were "landscape sports" and "portrait sports".  Human vision is naturally in a landscape aspect which is why the 16:9 (width x height) ratio works so well in computer monitors and it's said to explain why architecture which follows the dimensionality of the DL envelope is thought to be so pleasing; almost all  the early television screens were in a landscape shape (typically 4:3 or 6:4).  Thus, sports like most football codes (covered with cameras on the long sides and played on a rectangular field) were thought "landscape" and worked best on TV while the forms played on ovals involving much high kicking (such as Australian Rules) was inherently portrait.  Some portrait sports were suitable however because of their small scale.  Tennis was a portrait sport which had to be covered from the small ends but the rectangular courts were small and with attention to camera angles, could be made to work well.  Cricket was (sort of the same) although much panning was involved to cover the rest of the ground when required.     

“Portrait bust” in marble (circa 1895) of Otto von Bismarck (1815-1989; Chancellor of the German Empire 1871-1890) by the German Sculptor Reinhold Begas (1831-1911).

In early 1939, during construction of the new Reich Chancellery in Berlin, workmen dropped one of the Begas busts of Bismarck which had for decades stood in the old Chancellery, breaking it at the neck.  The architect Albert Speer (1905–1981; Nazi court architect 1934-1942; Nazi minister of armaments and war production 1942-1945), knowing that the superstitious Adolf Hitler (1889-1945; Führer (leader) and German head of government 1933-1945 & head of state 1934-1945) regarded the Reich Eagle toppling from the post-office building right at the beginning of World War I (1914-1918) as a harbinger of doom, kept the accident secret and had architect and sculptor Arno Breker (1900–1991) carve an exact copy.  To give the fake the necessary patina, it was soaked for a time in strong, black tea, the porous quality of marble enabling the fluid to induce some accelerated aging.

In sculpture, what was known as the “portrait statue” after the 1690s came to be known as the “portrait bust”, both meaning “sculpture of upper torso and head”.  Bust was from the sixteenth century French buste, from the Italian busto (upper body), from the bustum (funeral monument, tomb (originally “funeral pyre, place where corpses are burned”)) which may have been a shortened form of ambustum, the neuter of ambustus (burned around) and past participle of amburere (burn around, scorch), the construct being ambi- (around) + urere (to burn).  The alternative etymology suggests a link with the Old Latin boro, the early form of Classical Latin uro (to burn) and the sense development in Italian is thought related to the Etruscan custom of keeping the ashes of the dead in an urn shaped like the person when alive.  After the mind-1720s, it was used as a term to describe the “trunk of the human body above the waist” and it’s for this reason it was in the 1880s adapted to mean “the bosom; the measurement around a woman's body at the level of her breasts”.

The Supreme Leader presides over the Fifth Enlarged Meeting of the Eighth Central Military Commission of the WPK, 12 March 2023, the task of the generals & admirals being to write down his every word.  The portraits behind the Supreme Leader (both in landscape aspect) are of the Great Leader (left) and the Dear Leader (right).  Preserving the images of the photographers in the (portrait aspect) mirror was a nice, post-modern, touch.

In August 2023, with tropical storm Khanun bearing down on the DPRK (North Korea) coast, the state media issued instructions that citizens must “with urgency” and “at any cost” focus on “ensuring the safety” of items depicting the three members of the Kim dynasty: Kim Il-sung (Kim I, 1912–1994; Great Leader of DPRK 1948-1994); Kim Jong-il (Kim II, 1941-2011; Dear Leader of DPRK 1994-2011) and Kim Jong-un (Kim III, b 1982; Supreme Leader of DPRK since 2011).  Presumably because they would be more susceptible to the storm’s heavy rain and strong winds than sturdier objects like statutes, the Rodong Sinmun (official newspaper of the ruling Workers' Party of Korea (WPK)) emphasized citizens’ “foremost focus” must be ensuring the preservation of portraits of the Kims although they did caution the need also to safeguard the large number of statues, mosaics, murals and other monuments to the Kim dynasty which has ruled North Korea since its foundation in 1948.

Meeting of the WPK to commemorate the Supreme Leader’s tenth anniversary of his assumption of leadership of the party, Pyongyang, April 2022.  The Supreme Leader’s portrait is displayed in an oval which is not unusual in DPRK Kim iconography.

The order was an interesting insight into the way the regime regards the symbolism of representational objects as a part of its legitimacy but they have set the population an onerous task given the sheer volume of portraits which exist.  At least one each of the Great Leader & Dear Leader are known to hang in every house, café, bus, train carriage or shop and in public buildings there might literally be dozens.  In recent years, it’s been noted portraits of the Supreme Leader have also been more frequently seen and analysts have for years regarded the Kim dynasty’s mode of operation as something like a theocratic state in which the leader and his ancestors are worshiped.  Implicit in that is that statues and portraits are beyond being merely symbolic but are really sacred icons; just as every citizen must be willing (anxious even) to die protecting the leader, so must they be prepared to sacrifice themselves to save his portrait.  It's never been revealed whether any of the Kims read Oscar Wilde's (1854–1900) The Picture of Dorian Gray (1890) but if so, they've learned well.

DPRK citizens during flooding in 2022 (left) & 2012 (centre & right), searching for portraits of the Great Leader, Dear Leader & Supreme Leader that they might be able to save.

Dump

Dump (pronounced duhmp)

(1) To drop something or let fall in a mass; fling down or drop heavily or suddenly.

(2) To empty the contents of something (by tilting, overturning etc).

(3) To dismiss, fire, or release from a contract.

(4) In informal (and very common) use, to end a relationship with someone (especially a romantic partner), used mostly when the action is one-sided although there are many mutual dumpings, even if some are technically retrospective.

(5) Suddenly to transfer or rid oneself of some responsibility, task or duty.

(6) In the slang of boxing (1) to knock down an opponent & (2) intentionally to lose a match.

(7) In commerce (1) to put (goods or securities) on the market in large quantities and at a low price without regard to the effect on market conditions or (2) deliberately to offer goods in large quantities or at prices below the cost of production & distribution in an attempt to drive out competition.

(8) In international trade, to sell (goods) into foreign markets below cost in order to promote exports or damage foreign competition.

(9) In computers, (1) to print, display or record on an output medium the contents of a computer's internal storage or the contents of a file, often at the time a program fails, later to be used to debug or determine the cause or point of failure or (2) as screen dump, to print or create an image file of the screen’s display.

(10) Of precipitation (rain, hail & (especially) snow), heavy downfalls.

(11) In historic use, a small coin made by punching a hole in a larger coin (called a holey dollar and issued in both Canada and Australia).

(12) A deep hole in a river bed; a pool (a northern England regionalism).

(13) In slang, to kill; to arrange or commit murder.

(14) To fall or drop down suddenly.

(15) To throw away, discard etc something.

(16) In informal use, to complain, criticize, gossip, or tell another person one's problems (often as “to dump on”); to treat with disrespect, especially to criticize harshly or attack with verbal abuse.

(17) In vulgar slang, an evacuation of the bowels; to defecate (often as “take a dump”; men especially fond of the phrase “huge dump”).

(18) An accumulation of discarded garbage, refuse etc; a tip or landfill site, also called a dumpsite or dumping-ground.

(19) In military use, a collection of ammunition, stores, etc, deposited at some point, as near a battlefront, for distribution (ammo dump, fuel dump etc).

(20) In mining, a runway or embankment equipped with tripping devices, from which low-grade ore, rock etc., are dumped; the pile of stuff, so dumped.

(21) In informal use, a place, house or town (even a state or entire country according to some) that is dilapidated, dirty, or disreputable.

(22) In merchandising, a bin or specially made carton in which items are displayed for sale.

(23) In surfing (of a wave) to hurl a swimmer or surfer down.

(24) To compact bales of wool by hydraulic pressure (Australian and New Zealand).

(25) A mournful song; a lament; a melancholy strain or tune in music; any tune (obsolete).

(26) A sad, gloomy state of the mind; sadness; melancholy; despondency (usually in the form “down in the dumps”).

(27) Absence of mind; reverie (now rare).

(28) Heavily to knock; to stump (Scottish, obsolete).

(29) A thick, ill-shapen piece (UK, archaic).

(30) A lead counter used in the game of chuck-farthing (UK, archaic).

(31) A type of dance (obsolete).

1300–1350: From the Middle English dompen & dumpen (to fall suddenly, plunge), from the Old Norse dumpa (to thump, strike, bump).  The modern senses of the transitive verb and noun are unknown prior to the nineteenth century and may either be from another source or are an independent expressive formation.  There may have been some Scandinavian influence such as the Norwegian dumpa (suddenly to fall) which may also be linked with other Germanic forms such as the Middle Low German dumpeln (to duck) and the Danish dumpe (suddenly to fall).  The use in the sense of “hole used for the disposal of unwanted items by burying” was a development of the Scots dump (hole in the ground), the Norwegian dump (a depression or hole in the ground), the German Low German dumpen (to submerge) and the Dutch dompen (to dip, sink, submerge), something obviously not unrelated to the early fourteenth century meaning “throw down or fall with force, drop (something or someone) suddenly” which didn’t exist in Old English.  The modern use is actually most modern, the sense “unload en masse, cause to fall out by tilting up a cart etc” not recorded until it emerged in American English by 1784 while that of “discard, abandon” dates from 1919.  The use in economics to describe “export or throw on the market in large quantities at low prices” was first noted in 1868 in the context of anti-competitive practices.  A dumping ground was first documented in 1842 although the term may earlier have been in oral use.  Dump & dumping are nouns & verbs, dumped is a verb, dumper & dumpage are nouns and dumpy is an adjective; the noun plural is dumps.

By 1865, the noun dump was understood as place “where refuse is dumped, piled or heaped; a repository of refuse matter” and applied originally to extractive mining as a development of the verb, the use extending to sites for discarding domestic rubbish by 1872, the earlier “dumping-ground” common by 1857.  The meaning “any shabby or dilapidated place” dates from 1899 while the use by the military to describe places for the “collection of ammunition, equipment etc, deposited at a convenient point for later distribution” was a product of World War I (1914-1918), noted first in 1915 and possibly a development from soldiers’ slang although the later war-time slang to mean “act of defecating” appears to be of civilian origin, noted first in the US in 1942.  The dump-truck was first so described in 1930s and although truck had for decades been used to dump stuff, the name was derived from the use of hydraulic rams to enable to load more quickly to be emptied by raising the load bed or freight compartment at an acute angle.

Lindsay Lohan and her lawyer in court, Los Angeles, 2011.

The “Dempster-Dumpster trash-hauling mechanism” remains familiar as the modern “dumpster”, a large, mobile container designed to be removed by a truck and taken away so the contented could be dumped in a dump, the container quickly reused.  It was patented by the Dempster brothers of Knoxville, Tennessee who ran an operation manufacturing waste collection vehicles (which would eventually include the Dempster Dumpmaster and Dempster Dinosaur).  The Dempster-Dumpster system achieved success by creating a system of mechanically emptying standardized metal containers which had been perfected between 1935-1937.  The concept of the dumpster (a standardized design able to be stored, re-used and transported efficiently) later influenced the development of container shipping.  The name dumpster became generic and was itself linguistically productive: “dumpster diving” (1979) described the practice of scavenging from dumpsters while “dumpster fire” was a figurative reference to a situation at once calamitous, foul and either insoluble or, if fixable, not worth the effort.  In use, a “dumpster fire” is similar to a “train wreck” or “shit show” but different from a “hot mess”, hot messes worth fixing because they remain in essence, desirable.  The use of “dumpster fire” spiked in the run-up to the 2016 US presidential election, used not only by both camps but also disillusioned neutrals.

The noun landfill dates from 1916 was a euphemism for dump although unlike some of the breed, it was at least literally true.  The adjective dumpy (short and stout) was from circa 1750 and the origin is undocumented but many etymologists assume it was linked to dumpling (mass of boiled paste (also “a wrapping in which something is boiled”)) which dates from circa 1600 and was from the Norfolk dialect, again of uncertain origin but the source may be Germanic or simply from “lump” (and there are those who argue dumplings were probably originally “lumplings”).  Lump was from the Middle English lumpe, from a Germanic base akin to the Proto-Germanic limpaną (to glide, go, loosely to hang).  “Humpty Dumpty” was a French nursery rhyme hero (it seems first to have been translated into English in 1810) and in the late eighteenth century it had been used to mean “a short, clumsy person of either sex”, presumably a reduplication of Humpty (a pet form of Humphrey (which was used of mandarin Sir Humphrey Appleby in the BBC Television comedy Yes Minister) although a humpty-dumpty in the 1690s was originally was a drink, a cocktail of “ale boiled with brandy” which probably tasted better than it sounds.  The construction was based presumably on hump and dump but the basis has eluded researchers.  In the late twentieth century, “hump & dump” was repurposed to describe the practice (habit, calling, tactic, whatever) of enticing a woman in order to enjoy sex and immediately afterwards leaving, never to ring or call.  It’s subsequently be claimed by bolshie women for much the same purpose; the variations included “fuck & chuck”, “pump & dump:, “jump and dump” and “smash and dash”.

Crooked Hillary dumping on deplorables, Georgia, 2016.

Big buses have long been used by politicians for their campaign tours.  They offer lots of advantages, being offices and communications centres with at least some of their running costs offset by a reduction in staff travel expenses.  Additionally, with five large, flat surfaces, they are a rolling billboard although that can be good or bad.  In 2016, one of crooked Hillary Clinton’s campaign buses was photographed in Lawrenceville, Georgia dumping a tank full of human waste onto the street and into a storm drain.  The local news service reported that when police attended the street was “…was covered in toilet paper and the odor was noxious”.  Hazmat crews were called to clean up the scene and the matter was referred to the environmental protection division of Georgia’s Department of Natural Resources.  The Democratic National Committee (DNC) later issued an apology, claiming the incident was “an honest mistake.”  Using the word “honest” in any statement related to crooked Hillary Clinton is always a bit of a gamble and there was no word on whether the dumping of human excrement had been delayed until the bus was somewhere it was thought many deplorables may be living.  If so, that may have been another “honest mistake” because Gwinett County (in which lies Lawrenceville) voted 51.02% Clinton/Kaine & 45.14% Trump/Pence although the symbolism may not have been lost on much of the rest of Georgia; state wide the Republican ticket prevailed 50.38% to 45.29%.

Dump has been quite productive.  A “dump-pipe” is part of the exhaust system in an internal combustion engine; a “brain dump” or “info dump” is the transfer of a large quantity of information or knowledge from one person (or institution) to another, although it’s also used in the slang of those working in the theoretical realm of the digitizing of human consciousness; a block dump was an image contains the sectors read from an original floppy diskette or optical disc; “dump months” are those periods during which film distributers & television programmers scheduled content either of poor-quality or of limited appeal; a “dump job” was either (1) the act of moving a corpse or some incriminating material from the scene of the crime to some un-related place, preferably remote & deserted or (2) the abandonment of an unfinished task for which the abandoner might be expected to take responsibility, especially in a fashion that makes it likely that one or more colleagues will take on its completion; the “mag dump” was military slang for the act of firing an entire magazine-full of ammunition from a fully-automatic weapon in a single burst; “dumpsville” could be either (1) the figurative location of a person who has been dumped by a lover or (2) a description of an undesirable town or other locality; to be “down in the dumps” is to be depressed, miserable and unhappy.

An electrically controlled exhaust system "cut-out", the modern version of the old, mechanical, "by-passes".  All dump-pipes work by offering exhaust gasses a "shortcut" to the atmosphere.

In internal combustion engines (ICE), there are both down-pipes and dump-pipes.  Their functions differ and the term down-pipe is a little misleading because some down-pipes (especially on static engines) actually are installed in a sideways or upwards direction but in automotive use, most do tend downwards.  A down-pipe connects the exhaust manifold to exhaust system components beyond, leading typically to first a catalytic converter and then a muffler (silencer), most factory installations designed deliberately to be restrictive in order to comply with modern regulations limiting emissions and noise.  After-market down-pipes tend to be larger in diameter and are made with fewer bends to improve exhaust gas flow, reduce back-pressure and (hopefully) increase horsepower and torque.   Such modifications are popular but not necessarily lawful.  Technically, a dump-pipe is a subset of the down-pipes and is most associated with engines using forced aspiration (turbo- & some forms of supercharging).  With forced-induction, exhaust gases exiting the manifold spin a turbine (turbocharger) or drive a compressor (supercharger) to force more of the fuel-air mixture into the combustion chambers, thereby increasing power.  What a dump-pipe does is provide a rapid, short-path exit for exhaust gases to be expelled directly into the atmosphere before reaching a down-pipe.  That makes for more power and noise, desirable attributes for the target market.  A dump pipe is thus an exit or gate from the exhaust system which can be opened manually, electronically, or with a “blow-off” valve which opens when pressure reaches a certain level.  In the happy (though more polluted) days when regulations were few, the same thing was achieved with an exhaust “by-pass” or “cut-out” which was a mechanical gate in the down-pipe and even then such things were almost always unlawful but it was a more tolerant time.  Such devices, lawful and otherwise, are still installed.

Grab from a Microsoft Windows system dump.  Although dumps contain much, of the thousands of lines one might contain, only a small string of text in one line might be relevant and users may need some assistance to interpret the result. 

In computing, a system dump is typically a commitment to a file of what exists in memory (random access memory (RAM) or on a paged volume) and they’re created usually at points of failure, creating essentially a snapshot of what was happening either at or immediately prior to the unfortunate event.  The contents of a system dump can be used to identify errors and debug programs.  A “stand-alone dump” program (a SAD or SADMP) produces a dump occupied by either (1) a system that failed or (2) a stand-alone dump program that failed.  Either the stand-alone dump program dumped itself (a self-dump) or the operator loaded another stand-alone dump program to dump the failed stand-alone dump program.  It’s less ominous than it sounds and together, the stand-alone dump program and the stand-alone dump together form what is known as the stand-alone dump service aid.  The significance of the element “stand-alone” is that the dump is performed separately from normal system operations and does not require a system to be in a condition for normal operation.  It means that except in cases of catastrophic failure (especially if involving the total loss of mains & UPS (uninterruptable power supply) power, it should be possible always to create a high-speed, unformatted dump of central storage and parts of paged-out virtual storage on a tape device or a direct access storage device (DASD).  The stand-alone dump supplies information which can be used to determine why the system or the stand-alone dump program failed.