I think that there are some parts of our language that are worth defending to the hilt, but it seems, sadly, that not everyone feels so strongly. According to research from an organisation called Perspectus Global, many longstanding phrases and sayings are falling by the wayside, unused, or simply unknown, by younger people.
Nail your colours to the mast; casting pearls before swine; a nod’s as good as a wink – all seem destined for the knacker’s yard (as is that). I’m all for developments in our language, but what a shame if such rich sayings were lost. I for one will go to the barricades to defend them (any befuddled young people can look that up on the internet).
One phrase I wouldn’t expend any energy on trying to save is “hot button issues”. This is becoming ever more intrusive and I imagine is wielded to instil some dynamism into headlines and writing. Well, it doesn’t. Crucial or vital will still do just as well, so please desist.
For reasons best known to myself, I was recently reading the back of a Yeo Valley Organic yoghurt package, offering the chance to win a Brompton bike. Wonderful bits of engineering, I hope you agree. I was intrigued to see that one of its models came with an “intelligent pedal assist” and wonder whether this is what a layman might call a motor. If any marketers out there could get in touch, I’d be eternally grateful.
And finally, given the tension between Russia, Ukraine and the western alliance, I wonder: whither chicken kiev? As the new orthodoxy seems to suggest that Kiev is now Kyiv, is it time for supermarkets to instigate a massive rebranding? I’m just asking.
• Jonathan Bouquet is an Observer columnist
