[Ads-l] tentpole

Barretts Mail mail.barretts at GMAIL.COM
Tue Sep 25 10:37:13 EDT 2018

The English OLD (https://en.oxforddictionaries.com/definition/tent_pole <https://en.oxforddictionaries.com/definition/tent_pole>) defines "tent pole" as:

US informal usually as modifier A film that is expected to be very successful and so able to fund a range of related products or films.
‘this year's big tent-pole movie’

This meaning is echoed in Merriam-Webster. Wiktionary (https://en.wiktionary.org/wiki/tentpole <https://en.wiktionary.org/wiki/tentpole>) extends the meaning to entertainment productions in general, examples of which can be found on an iHeartMedia (https://bit.ly/2ORjdlK <https://bit.ly/2ORjdlK>) webpage.

Yesterday, the BBC uses a different meaning in “How to use seawater to grow food - in the desert” (Amanda Ruggeri, https://bbc.in/2QT6RuI <https://bbc.in/2QT6RuI>):

The project’s concept is elegant in its simplicity: Jordan’s solar energy desalinates the seawater, the desalinated water grows the crops (and the run-off cools the greenhouse) and the crops help plough carbon from the atmosphere back into the soil. Three tentpole challenges, tackled at once.

Other such examples exist:

1. "Security Changes Coming to Rail Transit?”
9 September 2015
Mary Helen Sprecher
https://bit.ly/2OU8p6A <https://bit.ly/2OU8p6A>

Think the New York City subway’s omnipresent “If you see something, say something” signs as the tent-pole example of passenger-reliant security.

2. Github comment
4 June 2014
https://bit.ly/2xO8W2l <https://bit.ly/2xO8W2l>

Check out the tent pole example and it's use of a proxycall.

3. "Apple iPhone OS 4.0: A look at the seven tentpole apps"
8 April 2010
T Fool
https://tek.io/2MUVIqd <https://tek.io/2MUVIqd>

It seems this has become a standard term within Apple.

[Steve] Jobs referenced a laundry list of 100 new user features for the iPhone operating system, but chose to focus on what he referred to as seven "tentpole" apps.

4. "Apple plans Siri for Mac as tentpole feature for this fall's OS X 10.12 launch"
24 February 2016
Jose Vilches
https://bit.ly/2Ocj0wk <https://bit.ly/2Ocj0wk>

Gurman says Siri for Mac almost ready to go and will be announced as a “tentpole” feature for the next major update to OS X, which is expected to be previewed in June at Apple’s annual Worldwide Developers Conference.

5. "The iPad Pro is about to start really competing with laptop computers”
19 August 2017
Kif Leswing
https://read.bi/2QZs9Xw <https://read.bi/2QZs9Xw>

That's because when Apple launched new iPad Pro models June, many of its tentpole features that made it work more like a laptop were software updates.

Benjamin Barrett
Formerly of Seattle, WA

The American Dialect Society - http://www.americandialect.org

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