We’ve had a number of complaints about Apple’s recent ‘funnest’ campaign.

GrammarGirl has, with characteristic generosity of spirit, posted quite comprehensively on how it can be acceptable. Bless her, she’s nice like that. Whilst I would strongly agree with her that language can and inevitably does change, and that usage is ultimately what propels it, I’m feeling rather more mean-spirited in this particular circumstance. Blame it on the weatherman.

My problem with ‘funnest’ is not its inevitability. Nor is it prompted by a fussy, anti-capitalist frustration with the idea that advertising can accelerate linguistic change. No, my annoyance is purely down to a plain old dislike of the sound. ‘Funnest’ sounds rubbish, it sounds stupid and if that’s what all the kids are saying these days, I’m too set in my ways to acknowledge it. Humbug.