[lit-ideas] Re: "For ever and [a d]ay"

  • From: "John McCreery" <john.mccreery@xxxxxxxxx>
  • To: lit-ideas@xxxxxxxxxxxxx
  • Date: Mon, 15 Oct 2007 10:53:47 +0900

On 10/15/07, Julie Krueger <juliereneb@xxxxxxxxx> wrote:

> Interesting.  "Forever and a day" is one of the few colloquialisms which I
> have thought was fairly clear as an emphasis of the infinite duration of
> something .... not only forever, but beyond that, forever plus a day more
> ...

One of my favorite examples of this sort of phatic exaggeration, using
paradoxical language to drive home a feeling, is a Japanese expression
for working above and beyond the call of duty, literally translated
"120 percent."

This sort of thing is, by the way, a fairly common advertising
technique. I have myself been guilty of writing lines like, "To the
Best and Beyond," to describe Japanese automotive technology.

John McCreery
The Word Works, Ltd., Yokohama, JAPAN
Tel. +81-45-314-9324
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