Using adjectives as nouns is nothing new.  For instance, we've long said "the poor" when we really mean "the poor people."  But when we "spread the happy," we aren't spreading happy people, but happiness.  Some adjectives have come to be nouns in their own right, not short forms for nouns they describe.  Evil is one.  Jolly, as in "get your jollies," is a more recent conversion.  And some of them even name actual physical substances—fat is a good example of this, an adjective that got borrowed to nounhood a millennium ago and has been spreading ever since.  But the above trend is different.  When a word of one type is taken unchanged for use as another type—most commonly when we verb something—the linguistic term is zero derivation, also known as conversion.  But these marketing usages are not aiming simply to noun an adjective for convenience.  They aim, as so much marketing does, to produce a striking effect.  The word for what they're doing—forcing a word into an unexpected grammatical slot for effect—is anthimeria (also spelled antimeria), as has been pointed out in articles over the past decade by Nancy Friedman, Ben Yagoda, Robert Lane Greene, and others.  Why do this?  Because language.  Because marketing.  Because bisociation!  What is bisociation?  It's an idea given a name by Arthur Koestler in The Act of Creation:  You have two things operating on two different planes or according to two different scripts, and at the point where the two meet, you jump from one to the other.  According to Koestler, it's central to creativity.  Puns are a classic case of bisociation:  The humor comes from jumping from one meaning to the other.  Metaphors bisociate between two things on the basis of resemblance and often give striking insights and images—think of Edna St. Vincent Millay's "My candle burns at both ends."  Syllepsis is another good sort:  "At the entrance, I checked my coat, my privilege, and my watch."  Bisociation tickles your brain, and that's just what marketers want to do.  In marketing, it's become quite popular to use an adjective as a noun.  James Harbeck  Take a look at some examples collected by branding expert Nancy Friedman at https://theweek.com/articles/447030/how-advertisers-trick-brain-by-turning-adjectives-into-nouns

I moved to Philadelphia in August of 2019 and applied for every job the Free Library of Philadelphia posted until they hired me in February as their new Outreach Specialist.  In my interview I remember exclaiming, the library is too good to be true!   I fell in love with libraries while dating a poet who treated the library like it was Wayne manor and he was the orphaned inheritor.  Our dates mostly occurred there; he’d invite me to lunch on the second floor and pull sandwich-making supplies out of his backpack like they were bootleg DVDs.  The poet technically lived in a garage in Iowa City, so the library was his sanctuary (and his bathroom, often his bedroom).  When I started as the library’s Outreach Specialist I still didn’t understand why it was called the Free Library of Philadelphia and had assumed for months that it was just one of those redundant phrases like ATM machine.  But on my first day working for the library I was taken on a terrific tour by the head of security (and accomplished shipwreck diver) Bobby Endoo, and I learned that the title is actually an artifact from the library’s transition from a for-profit subscription model to a public lending system in the early 20th century.  Up until the end of the 19th century, most libraries in the United States required memberships or collateral from nonmembers to access materials and children’s departments didn’t even exist until well into the 20th century, after a public model became the norm.  These membership libraries originated in Philadelphia thanks to the rise in demand for novels.  Benjamin Franklin and his friends started the Philadelphia Library Company to create spaces where literary fiction and other non-religious texts could be accessed.  Over the next hundred years, the demand for public lending libraries spread due to the popularity of Peterborough Library in New Hampshire, the very first public library, and Boston Public Library, which was the largest free institution in the country at the time.  Philadelphia followed suit in 1894 with donations from the philanthropists.  Sara Martin  https://lithub.com/falling-in-love-with-and-in-the-library/

A bacon sandwich (also known in parts of the United Kingdom and New Zealand as a bacon butty, bacon bap or bacon sarnie, in Ireland as a rasher sandwich and as a bacon sanger in Australia) is a sandwich of cooked bacon between bread that is optionally spread with butter, and may be seasoned with ketchup or brown sauce.  It is generally served hot.  In some establishments the sandwich will be made from bread toasted on only one side, while other establishments serve it on the same roll as is used for hamburgers.  The BLT is a popular variant of the bacon sandwich with the additional ingredients of lettuce and tomato, but served cold.  https://en.wikipedia.org/wiki/Bacon_sandwich

The Four Musketeers (also known as The Four Musketeers:  Milady's Revenge) is a 1974 Richard Lester film that serves as a sequel to his The Three Musketeers, and covers the second half of Dumas' 1844 novel The Three Musketeers.  Fifteen years after completion of The Four Musketeers, much of the cast and crew reassembled to film The Return of the Musketeers (1989), loosely based on Dumas' Twenty Years After (1845).  During production on The Three Musketeers, the producers realized that the project was so lengthy that they would not be able to complete it as initially intended—as a roadshow epic with intermission—and still achieve their announced release date.  The decision was therefore made to split the project into two films, and thus the two halves were released as The Three Musketeers and The Four Musketeers some six months apart.  Most of the actors were incensed that their work on the long shoot was used to make an entirely separate film, while they were only being paid for the work of one.  Lawsuits were filed on behalf of those contributing to the film to gain the salaries and benefits associated with a second film that was not mentioned in the original contracts.  All SAG actors' contracts now have what is known as the "Salkind clause", which stipulates how many films are being made.   https://en.wikipedia.org/wiki/The_Four_Musketeers_(1974_film)

November 12, 2019  In a fitting tribute to the farthest flyby ever conducted by spacecraft, the Kuiper Belt object 2014 MU69 has been officially named Arrokoth, a Native American term meaning “sky” in the Powhatan/Algonquian language.  With consent from Powhatan Tribal elders and representatives, NASA’s New Horizons team--whose spacecraft performed the record-breaking reconnaissance of Arrokoth four billion miles from Earth-- proposed the name to the International Astronomical Union and Minor Planets Center, the international authority for naming Kuiper Belt objects.  “The name ‘Arrokoth’ reflects the inspiration of looking to the skies and wondering about the stars and worlds beyond our own,” said Alan Stern, New Horizons principal investigator from Southwest Research Institute, Boulder, Colorado.  “That desire to learn is at the heart of the New Horizons mission, and we’re honored to join with the Powhatan community and people of Maryland in this celebration of discovery.”  New Horizons launched in January 2006; it then zipped past Jupiter for a gravity boost and scientific studies in February 2007 and conducted an historic first flight through the Pluto system on July 14, 2015.  The spacecraft continued its unparalleled voyage on New Year’s 2019 with the exploration of Arrokoth--which the team had nicknamed “Ultima Thule”­--a billion miles beyond Pluto, and the farthest flyby ever conducted.  Arrokoth is one of the thousands of known small icy worlds in the Kuiper Belt, the vast “third zone” of the solar system beyond the inner terrestrial planets and the outer gas giant planets.  It was discovered in 2014 by a New Horizons team--which included Marc Buie, of the Southwest Research Institute-- using the powerful Hubble Space Telescope.  https://www.nasa.gov/feature/far-far-away-in-the-sky-new-horizons-kuiper-belt-flyby-object-officially-named-arrokoth

Ancient Greeks had a legend of Hyperborea, a land of perpetual sun beyond the “north wind.”  Hecataeus (c. 500 B.C.) says that the holy place of the Hyperboreans, which was built “after the pattern of the spheres,” which lay “in the regions beyond the land of the Celts” on “an island in the ocean” believed to be Thule.  In 330 B.C., Greek explorer Pytheas of Massalia, while sailing the North Atlantic, discovered what he believed to be Thule.  His book About the Oceans gave an account of the journey, but it remains lost.  Virgil, c. 37 B.C., coined the term Ultima Thule (Georgics, 1. 30) meaning “farthest land” as a symbolic reference to denote a far-off land or an unattainable goal.  http://www.arcticthule.com/history/early-references

“In America one unmentioned aspect of the Social Security debate is the feeling people have that to stop working, in a sense, to stop living.  It is the vestibule of death.  In France there is no equivalent anxiety—and there are no great Florida-style gulags for the elderly.”  Paris to the Moon by Adam Gopnik

The LeBron James Family Foundation announced on April 29 that it is paying tribute to the class of 2020 with a one-hour multimedia event called Graduate Together:  America Honors the High School Class of 2020.  The May 16 special will air at 8:00 p.m. ET simultaneously on NBC, ABC, CBS, and Fox--as well as on the streaming platforms Complex Networks, Facebook app, Instagram, People TV, Snapchat, TikTok and YouTube--with appearances by Bad Bunny, Charli D'Amelio, Dixie D'Amelio, Chika, YBN Cordae, Loren Gray, H.E.R., the Jonas Brothers, Brandan Bmike Odums, Ben Platt, Henry Platt, Jonah Platt, Megan Rapinoe, Yara Shahidi, Lena Waithe, Pharrell Williams, Malala Yousafzai and many more.  Working with the XQ Institute and The Entertainment Industry Foundation, the show will allow the companies to honor the more than three million high school seniors who will miss out on the annual rite of passage due to the national shutdown caused by the COVID-19 pandemic.  "We learned early on in our work with students and families in Akron that education is so much more than academics," said James in a statement.

Students, educators, and families are encouraged to submit their videos and photos online for consideration to be included in the telecast using #GraduateTogether.  Artist JR is also inviting seniors to share their portraits for a national virtual yearbook celebrating the entire Class of 2020.   Local TV stations will feature custom breakaways to celebrate the achievements of high school students in their communities.  Graduate Together: America Honors the High School Class of 2020 will be broadcast commercial-free on May 16 at 8:00 PM ET/PT on ABC, CBS, FOX, and NBC.  Gil Kaufman  https://www.billboard.com/articles/news/9368791/lebron-james-high-school-seniors-graduation-special-lineup

May 1 is celebrated as International Workers’ Day or Labour Day in many countries to recognize the achievements and contributions of workers.  Wiktionary

http://librariansmuse.blogspot.com  Issue 2262  May 1, 2020