[Ads-l] an old word repurposed

George Thompson george.thompson at NYU.EDU
Fri Sep 25 17:16:41 UTC 2015

A flyer inserted in my local newspaper promoted a "smarter hearing aid" --
"Hearing Aids Worth Wearing tm " -- called ZOUNDS.

If I recall correctly, "zounds" was once regarded as essential to the
dialogue in 1940s/1950s era "bodice tearers".


George A. Thompson
The Guy Who Still Looks Stuff Up in Books.
Author of A Documentary History of "The African Theatre", Northwestern
Univ. Pr., 1998..

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

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