The shock of seeing a new verb anniversarying
The Business Diary of a UK newspaper, The Independent (see it here) complains:
Taking liberties with language
Debenhams is a much-loved high-street institution, but surely it can't just reinvent the English language? The retailer seems to think it is acceptable to use the word "anniversary" as a verb. "This will anniversary as we move into the first quarter of 2011," its market update says of one of its businesses. Worse, the idea is catching on. Here's Investec on Marks & Spencer's progress: "Better-balanced autumn ranges should allow M&S to anniversary tougher comparisons". Stop it please.
If you know Language Log, you are probably thinking that I will point out that anniversary has often been used as a verb and the writer is a dope with no sense of how to check an empirical claim, and that in the comments after I have said what I think Mark Liberman will chime in with several examples from 18th century poetry. Isn't that right?
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