WORDS and phrases that suddenly, and
often inexplicably, become fashionable are called
catchwords. For instance, expressions like Dinks
(double income, no kids), gender-bender and
salesperson are typical products of our times.
H.W. Fowler used a better term in place of catchword.
He called such expressions vogue words — a good
term useful and largely self explanatory. One that
expresses more than buzzword or catchword.
The typical vogue word suddenly sprouts up like
thunder lilies after a shower. Earlier it was either
not there or was no more remarkable than any other
word. Then, apparently overnight, it is everywhere.
If you attend a dinner party or business meeting or
watch a TV talk show, you will certainly hear the
word many times. And soon, it will become a cliche,
only to be replaced by another new vogue word. In our
era of consumerism, words like brand equity, USP and
street smart dominate the scene.
Common sources of vogue words are technology
(interface and input), advertising (bottom line and
yuppie) and health care (workout, aerobic and fitness
freak). When words are taken up by journalists and
media personalities, they quickly become fashionable
and prompt analogue forms. Junk food leads to junk
mail; marathon to telethon and sit-in to stay-in.
Watergate of Nixon fame, has retained its popularity.
It has produced many expressions such as Cartergate,
Dianagate, Camillagate and the recent Zippergate. In
the early 90s the affix Euro also achieved vogue
status leading to Eurodollar, Eurowisdom and
Euromess.
The trouble with vogue words is that they are
transient and unpredictable. However, during the
brief periods when they are coming into flower, they
can enrich vocabulary and enliven conversations. They
are rather like uninvited houseguests: However glad
we may be to get rid of them, we may occasionally
look back on their visits as having been something
less than a total loss.
— Deepti
