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June 28, 2013


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Look, I can ride the Eff Train (nice, BTW!) with the best of them - I began my legal career in New York, after all, and idolize Julia Louis-Dreyfus's masterful explosions of profanity in "Veep." But all of these uses you've identified are just way too self-consciously edgy for me - smugly hinting at the true profanity because they CAN, not necessarily because it's the best ad campaign. (And I'VE apparently said this before too: http://blog.jessicastonelevy.com/search.aspx?q=effen&sc=tcon&dt=a&al=)

Jessica: "A fine line between stupid and clever," indeed.

Pat: Yes, I've heard of it. It doesn't quite fit this category, because (a) Fucking is the real name of a real town in Austria, and (b) in English, this isn't near-profanity, it's actual profanity. But I agree that the same Beavis-and-Buttheadish impulse drives all these names. And once the smirking subsides, what does the brand do for an encore?

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