Sounds Better Than "Army Overcommitted."

Quote:  “Army Strong.”  New ad slogan for the U.S. Army.

Figure of Speech:  anthimeria (an-thih-MER-ia), the verbing figure.  From the Greek, meaning “part switch.”

Madison Avenue has discovered one of Figaro’s faves, the verbing figure.  It re-tasks parts of speech.  A noun or adjective gets dragooned into a verb, a verb becomes a noun or adjective, or —  in the Army’s case — a noun finds itself reassigned to adverb duty.

Figaro likes the new slogan; it makes more sense than the old solipsistic motto, “Army of One.”  But we wonder why the Army would agree to change from proper noun to adverb.  Isn’t that a demotion?

Or is “Army Strong” a tarzanism?  You know, as in “Army strong.  Enemy weak.”

Actually, that sounds less like Tarzan and more like a certain Commander in Chief.  Stay strong, my people.

Snappy Answer:  “Sleevy Long.”

Comments

[Linda]

Wouldn't "Army" used before "strong" be considered an adverb modifying an adjective? Just asking.

[Figaro]

Originally, I thought that in this usage, "Strong" is a noun connoting "strength"; on second thought, thought I realized I was being too clever--or stupid--by half.

Yes, "Army" is an adverb modifying the adjective "Strong." It's now fixed.

Fig.