I am troubled by the devaluing of the word 'design’. I find myself now being somewhat embarrassed to be called a designer. In fact I prefer the German term, Gestalt-Ingenieur. Apple and Vitsoe are relatively lone voices treating the discipline of design seriously in all corners of their businesses. They understand that design is not simply an adjective to place in front of a product’s name to somehow artificially enhance its value. Ever fewer people appear to understand that design is a serious profession; and for our future welfare we need more companies to take that profession seriously.
One dictionary that I consulted remarks that "natural history" now commonly means the study of animals and plants "in a popular and superficial way," meaning popular and superficial to be equally damning adjectives. This is related to the current tendency in the biological sciences to label every subdivision of science with a name derived from the Greek. "Ecology" is erudite and profound; while "natural history" is popular and superficial. Though, as far as I can see, both labels apply to just about the same package of goods.
Goresthorpe Grange is a feudal mansion - or so it was termed in the advertisement which originally brought it under my notice. Its right to this adjective had a most remarkable effect upon its price, and the advantages gained may possibly be more sentimental than real. Still, it is soothing to me to know that I have slits in my staircase through which I can discharge arrows; and there is a sense of power in the fact of possessing a complicated apparatus by means of which I am enabled to pour molten lead upon the head of the casual visitor.
There's a misconception that survival of the fittest means survival of the most aggressive. The adjective 'Darwinian' used to refer to ruthless competition; you used to read that in business journals. But that's not what Darwinian means to a biologist; it's whatever leads to reproductive success.
With a few exceptions, Fellini's films have failure and despair running through them: Life continues, but I can't imagine 'Felliniesque' as an exclusively uplifting adjective. Fellini's best films are the ones that distill this essence -- the paradoxical quality of melancholic ecstasy, a surreal, bittersweet vitality -- to perfection.
We had got as far as this, when who should walk in but the gentleman himself, who had been drinking his beer in the taproom and had heard the whole conversation. Who was I? What did I want? What did I mean by asking questions? He had a fine flow of language, and his adjectives were very vigorous.