Googling and Bing…ing?

A quick follow-up on my post about  [T/t]weeting, and [X/x]eroxing:

A contemporary example of the verbing of trademarks is Google — so far, at least, when people talk about “googling” something, they seem to mean “searching using Google.” Of course, as with Xerox, there’s always the chance that the verb will become generic so that it would make sense to google someone on Yahoo or Bing (the lawyers in the Googleplex are very aware of this potential problem).

And talking of Bing, Microsoft’s newish search engine, I was reminded this evening of a curious marketing technique that MS is using. Their TV ad ends with this slogan:

Bing  and decide.

(I also found it on their promotional website, shown on the left, but with Decide capitalized.) Since decide is obviously an imperative verb here, by parallelism, so is Bing. (Have you heard anyone saying “Oh, I’ll just Bing it” yet?) Is this an attempt to compete with Google on grammatical grounds? Or is Microsoft playing with linguistic fire? Remember how hard Xerox is trying to kill the verb to xerox and the noun a xerox?

Precedent suggests that attempts to manipulate the spread of language forms in a “top-down” fashion (i.e. governments/corporations telling us what we should or should not say) are unlikely to work, certainly not in English, and certainly not on the Internet. The Associated Press can try to mandate how journalists use language, and the style guides such as the Chicago Manual are influential in publishing and academia, but these are not the places where linguistic innovation occurs. Continue reading “Googling and Bing…ing?”