Friday, 5 March 2010

Iconic behemoths

Behemoths roam the country! Beware, beware! Rarely, it seems, do we mention a large company without referring to it in the following paragraph as "the retail behemoth", "the soft drinks behemoth", "the lollipop behemoth" (okay, so I made the last one up) etc.

Let's take a moment here. A behemoth is a big scary monster, a "huge or monstrous creature", according to the OED.

More specifically, it is a big scary monster from the Book of Job.
Behold now the behemoth that I have made with you; he eats grass like cattle. Behold now his strength is in his loins and his power is in the navel of his belly. His tail hardens like a cedar; the sinews of his tendons are knit together. His limbs are as strong as copper, his bones as a load of iron. His is the first of God's ways; [only] his Maker can draw His sword [against him].
I would suggest, therefore, that this is not a synonym for 'supermarket'. Lets save it for the very big and powerful – and let's use it sparingly. It's a bloody fantastic word and deserves to be treated as such. Bring on the metaphors – but make them work.

Another one is 'iconic'. Now I know I have ranted about this before, but I'll say it again: it does not just mean impressive, well-established or famous.

Here's the OED definition:
icon:
a painting of Christ or another holy figure, typically in a traditional style on wood, venerated and used as an aid to devotion in the Byzantine or other Eastern churches.
A person or thing regarded as a representative symbol of something: this iron-jawed icon of American manhood

Iconic:
of, or relating to, the nature of an icon
So Coca-Cola is not iconic. Unless you worship it (yes, yes, I am sure there are those that do). Neither is the Cadbury bunny. Or L'Oreal's "because I'm worth it" strapline. The film Avatar could perhaps be referred to as iconic. Or the WeightWatchers points system. People do, after all, appear to be openly worshipping both. But again, let's keep 'iconic' true to its meaning and not use it willynilly to describe any old impressive thing.

Yes. Let that be a lesson to you, world!

6 comments:

  1. Why do people put apostrophes in 80's, 90's etc?

    ReplyDelete
  2. I think it's a confusion with the use of the apostrophe in contractions such as don't, can't, etc. They're using it to signal that something has been omitted. Hmph.

    ReplyDelete
  3. You need a confession booth motif in here.

    It's been about two months since I last read Elements of Style...

    A few months ago I referred to IBM as a behemoth. I think that it was the correct usage as I meant to emphasize that the company was slow moving due to its size as well as being old and formidable.

    ReplyDelete
  4. Hi Michael,

    Tell me more about this confession booth - could be a good idea.

    Ah, you sinned, did you? My objection is more that it is overused to the point where it doesn't carry as much meaning as I suspect it once did. What a great word, though!

    ReplyDelete
  5. with regards 'iconic' and coke ...

    Should you peruse the rather intriguing Dr Strangelove (on which subject Kubrick allegedly suggested that with his star Peter Sellers he got one actor for the price of six), you will see one short scene in which coca cola is most definitely treated with reverence akin to worship.

    The apotheosis of Coca cola, anyone?

    ReplyDelete
  6. "You'll have to answer to the Coca-Cola company."

    ReplyDelete

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Why did I turn out such a pedant? Well you'd have to ask my TV-banning, lentil-baking, library-enforcing, doctor-eschewing, beanbag-sitting, grammar-correcting, homeopathic, 2nd dan black belt, all-round no-nonsense mother. 'Cos me, I got no idea.