slogan

If you hear the word ‘slogan’, you probably think of advertising and Don Draper (or, if you’re a little bit older, of Samantha’s husband Darren in ‘Bewitched’). And you’d be right – the OED defines a ‘slogan’ as ‘a short and striking or memorable phrase used in advertising’. That might make you assume that ‘slogan’ is a fairly modern word. But you would be wrong. Very wrong, in fact…

‘Slogan’ first appeared in writing in the 16th century, but it’s actually much older even than that. Let’s take a little trip to the beautiful Scottish Highlands. ‘Slogan’ comes from a Gaelic term, ‘sluagh-ghairm’, which means ‘battle-cry’ or ‘war-cry’. Scottish Highland clans cried these cries to rally their troops, signal that they were ready to start kicking some ass and to intimidate enemies during battles. Each clan would personalise their battle cries to reflect their identity, heritage and allegiance. I couldn’t find any specific examples of the exact words they used, but historians seem to agree they’d be something along the lines of ‘Die, you English bastards’.

‘Sluagh-ghairm’ was adopted into English as in the 18th century as ‘slogan’. And, as the need for rallying battle cries diminished, it came to represent a memorable phrase used to convey a message.

If all this talk of Scottish battle cries means you’re now thinking of Mel Gibson yelling ‘they’ll never take our freedom!’, then you’d be right. It’s very likely that Scottish warriors at the Battle of Stirling Bridge in 1297 (during the First War of Scottish Independence), led by Mel Gibson, sorry, William Wallace, used sluagh-ghairm battle cries to bolster their spirits and unsettle their English adversaries. They didn’t do it in kilts, however, as these weren’t widely worn until many centuries later. Oh, and there was a bridge at the Battle of Stirling Bridge, even though the creators of ‘Braveheart’ decided not to include it.

geek

Unless you’ve seen Ryan’s Murphy’s TV show American Horror Story or Guillermo Del Toro’s film Nightmare Alley (both of which I highly recommend, as long as you have a strong stomach), you might think a geek is just a slightly derogatory word for a socially inept someone who spends a lot of time on a computer in their parents’ basement. A little sad, maybe (but also likely to make millions later in life with a tech start-up). But in fact, the word ‘geek’ actually has a pretty nasty backstory. Brace yourself…

The first OED citation of geek comes from 1876 in a glossary of words from northern England where it’s defined as ‘a fool, a person uncultivated; a dupe’. This is because it comes from a German word ‘geck’, which means ‘fool’ or ‘simpleton’. In early 19th-century America however, ‘geek’ took on a much darker meaning. Carnivals and freak shows were big business. Many of these featured a ‘geek show’, usually a man whose humiliating act consisted of chasing some live animals (generally chickens but sometimes snakes or rats), then (sorry) biting their heads off and swallowing them. Unlike many of the other members of the freak shows (like conjoined twins or bearded ladies), the geek looked just like the members of the audience. This meant they were easy to replace, so didn’t need to be paid much. They were considered the lowest of low in carnival circles, and were often drug addicts or alcoholics who were paid in booze or narcotics. Many broke their teeth and jaws during their gruesome acts, and suffered from animal-related illnesses. Definitely a tough gig.

Chang and Eng, conjoined twins who were widely exhibited in the 19th century. They married sisters and fathered 21 children. I’ll just leave that one with you.

So when did ‘geek’ change from exploited carnival worker to nerdy but clever computer person? As per usual, I can’t find a definitive answer for this. Jack Kerouac seems to get some of the credit for it in a 1957 letter where he wrote:

‘… unbelievable number of events almost impossible to remember, including … Brooklyn College wanted me to lecture to eager students and big geek questions to answer.’

It wasn’t until the 1970s and 80s that ‘geek’ took on the meaning we know today. Since then it’s been reclaimed as a positive (see ‘geek chic’ for example) which makes it a contronym – a word that started out as one thing and now means the opposite.

(If you’re wondered whether ‘nerd’ has similarly dark origins, you’ll be pleased to hear that it doesn’t – it was coined by Dr Seuss in 1950 in a book called If I Ran the Zoo. Phew.)