Chavtastic words and 'brand Nazis' make it to the dictionary

by Lisa Burn Brand Republic 09-Jun-05, 09:00

LONDON - Language is living and constantly evolving, demonstrated today by the inclusion of a host of new words in the latest edition of the Collins English Dictionary.

"Brand Nazi" makes it into the book, meaning a person who insists on buying one particular brand of clothing or other item, as does that leader of designer fashion "chav". This Burberry-clad phenomenon is defined as "a young working class person who dresses in casual sports clothing", possibly coming from the Romany term "chavi" meaning child. The word also gets its female equivalent, "chavette" included as well as adjectives "chavish" and "chavtastic", meaning suitable for chavs.

While this recognition may be welcomed by chavs themselves, it is debatable whether upmarket clothing label Burberry will feel the same. It withdrew from sale its famous black-and-tan check baseball cap last year because of its association with football hooligans and links with chav culture.

A total of 1,500 new words are included in the latest edition of the dictionary, with other examples including "property porn", defined as a genre of escapist TV programmes and magazine features, showing desirable properties for sale especially those in idyllic locations, or in need of renovation, or both. Also included is "retrosexual" -- a heterosexual man who spends little time on his appearance.

"Asbo", otherwise known as an anti-social behaviour order, "tapping up", which is described as the illicit practice of attempting to recruit a player while he is still bound by contract to another team, and "adultescent", an adult still actively interested in youth culture, also get a mention.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.