No, the word "snowclones" in the title is not a typo. It is an invented word announced by linguist Geoffrey Pullum in Language Log to describe an observable language phenomenon.
Granted that eating a snow cone
on a blazing hot summer day may be a bit more fun than looking for examples of snowclones in modern communication, I still think discovering snowclones is amusing.
The term "snowclone" was inspired by the mistaken notion that Eskimos have many more words for snow than other languages (I'll spare you the details). A less complicated example of a snowclone is "X is the new Y." You are probably familiar with "Orange is the new black," or "50 is the new 40."
Snowclones are described as a kind of cliché that can be used as a template for new expressions, much like fill in the blank expressions. Sometimes snowclones are described as a type of word play and other times less positively as the result of lazy communication.
I learned about snowclones about a week ago through a text from my son, who knows I am a sucker for any new concept about language. Sure enough, I have been able to identify three snowclones already.
The first is "Keep calm and carry on," the phrase used in Britain during WWII to inspire the British public. I have seen numerous examples of the same phrase with a new ending, many dispensing advice.
Next, I recently read an article entitled, "This is your brain on Jane Austen." The original slogan, "This is your brain on drugs" originated during the 1987 Partnership for a Drug-Free America.
The use of the phrase to describe positive changes in the brain during focused reading of classic literature moves a negative experience into a positive one.
And finally, have you noticed how the days of the week are now being designated for certain activities? "Casual Fridays," the idea of dressing less formally at work once a week, is an example. And in my home town of El Paso, Texas, located on the border with Mexico, restaurants offer "Taco Tuesdays" with many varieties of this tasty snack for as little as $1.00 apiece.
I'll be trying to identify more snowclones in the future. They are a great reminder that language is a creative process, ever-changing, and available for all of us to enjoy. Let me know please if you make a snowclone discovery (or eat an awesome snow cone)!
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