Hard can be the opposite of easy or the opposite of soft; we can solve hard problemswhile listening to hard rock. Or we can think long and hard about two new ad campaigns that use hard in a specific, modern way.
Limerence: “The state of being romantically infatuated or obsessed with another person, typically experienced involuntarily and characterized by a strong desire for reciprocation of one’s feelings but not primarily for a sexual relationship.” (Oxford English Dictionary)
Cryotherapy: The local or general use of extremely cold temperatures in medical treatment – or, as “whole body cryotherapy” (WBC), to alleviate muscle soreness and possibly improve performance among elite athletes. From Greek words meaning “cold” and “therapy.”
Cryotherapy made headlines last week when Chelsea Ake-Salvacion, a 24-year-old employee of the Rejuvenice spa in Henderson, Nevada, was found frozen and dead in one of the facility’s deep-freeze tanks. She had stayed after closing hours “hop into the tanks for a bit,” as she said in a text message to her boyfriend. According to the coroner’s office, she died within minutes of entering the chamber, which had been hypercooled with nitrous oxide to a temperature of -240 degrees Fahrenheit (-151 Celsius).
On September 30, the Fisker Automotive and Technology Group of Costa Mesa, California, announced a new corporate name and logo: Karma Automotive. The name reincarnates – sorry, couldn’t help myself – the name of Fisker’s only product, a plug-in hybrid that sold for more than $100,000 … when it sold at all. The model lasted only two years; just over 2,000 units were sold before production was suspended in November 2012. The company filed for bankruptcy and was eventually sold to a huge Chinese automotive-parts company, Wanxiang Group.
New logo. Application for trademark registration filed September 30, 2015.
Fisker Automotive had been named for its founder, the Danish car designer Henrik Fisker, who had previously worked for BMW and Ford and who resigned from Fisker Automative in March 2013 because of “disagreements with management.” At the time of his resignation, the New York Times noted that the Fisker Karma had received “mixed critical reviews” as well as “business setbacks and technical problems, including two recalls. In addition, the Karma’s federal fuel-economy ratings were disappointing and its all-electric range proved limited.”
My October column for the Visual Thesaurus (cross-posted on Vocabulary.com) admires the colorful coinages of autumn, with a close look at fall-ify, a newish verb meaning “to add autumnal touches to something”(décor, clothing, makeup); and the bountiful word-blends created from “October.” Along the way, I navigate the trans-Atlantic autumn/fall divide, the verb-making power of -ify, and the history of Oktoberfest and its many X-toberfest offspring
In the San Francisco Bay Area we have Sharktober (the season of peak shark migration and human-shark encounters); Australia celebrates Frocktober to raise money for ovarian cancer research (the Frocktober Challenge: wear a dress every day in October). Other specialized -tobers include InkTober, which invites artists to create one ink drawing a day for a month; Poptober, a Boy Scouts of America popcorn sale; Socktober, which donates socks to homeless people; Pinktober, a breast-cancer fundraising campaign (and a registered trademark of the Hard Rock entertainment company); Monstober, a Disney Channel games promotion; Overstockober, a month of discounts on the Overstock.com website; and Sicktober, often accompanied by a hashtag symbol and a sad-face emoji.
Sicktober in the wild:
I've almost used an entire roll of Costco toilet paper from blowing my nose. Yes, I lead a glamorous life. #Sicktober