Bloody in Magazines

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Bloody magazines An analysis on the usage and possible change of the word bloody as an intensifier in American magazines from 1990 - 2011 1. Introduction There are numerous of associations arising with the word bloody. Its use ranges from the mere adjective of the noun ‘blood’ until the expletive or auxiliary term in exclamations (Berger: 2002). It is nowadays known as “the great Australian adjective and adverb” (Sprague Holden: 236), whereas there is a negative and offensive connotation in Britain (Merriam-Webster: 189). In the USA, whenever people hear this word as an adverbial intensifier like in bloody hell!, they remain unaffected (Merriam-Webster: 189). The Americans tend to have a considerably different attitude towards the intensifier bloody, what incited us to focus on the speakers of American English in this paper. We want to examine whether the use of bloody as an intensifier has found its way into the public sphere, namely into various American national magazines. Our research question will therefore be as subsequent: How has the usage of the word bloody changed since 1990 up to today in American magazines regarding its categorization as an intensifier? In the following pages we will try to find out how and if the usage of the word bloody has undergone some significant changes in the past years. We will see in what contexts the word is used and what connotations can be shown. Finally, we want to examine whether the intensifier has spread its way into everyday life via magazines. 2. Aim and Scope The aim of our linguistic research paper is to describe the usage of bloody in American magazines with the intention to show quantitative data and more importantly to discover the application of bloody not as a mere adjective but as an intensifier or as a compound which results in a fixed expression. Is there a significant rise of bloody as an
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