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    Sounds Better Than "Army Overcommitted."

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

    Figure of Speechanthimeria (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.”

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    Reader Comments (2)

    Wouldn't "Army" used before "strong" be considered an adverb modifying an adjective? Just asking.
    October 19, 2006 | Unregistered CommenterLinda
    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.

    October 19, 2006 | Unregistered CommenterFigaro

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