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.”