When the use of swearing and offensive language in television advertisements was addressed, it was found that participants were far less tolerant. Even words that were considered relatively mild in themselves were thought to be unacceptable in commercials. Ninety two per cent of respondents agreed with the current policy that says there should be no swearing or offensive language used in television advertisements at all.
2. As an intensive: Very....and no mistake, exceedingly; abominably, desperately. In general colloquial use from the Restoration to c 1750; ‘now constantly in the mouths of the lowest classes, but by respectable people considered ‘a horrid word’, on a par with obscene or profane language, and usually printed in the newspapers (in police reports, etc.) “b―y”’.
[The origin is not quite certain; but there is good reason to think that it was at first a reference to the habits of the ‘bloods’ or aristocratic rowdies of the end of the 17th and beginning of the 18th c. The phrase ‘bloody drunk’ was apparently = ‘as drunk as a blood’ (cf. ‘as drunk as a lord’); thence it was extended to kindred expressions, and at length to others; probably, in later times, its associations with bloodshed and murder (cf. a bloody battle, a bloody butcher) have recommended it to the rough classes as a word that appeals to their imagination. We may compare the prevalent craving for impressive or graphic intensives, seen in the use of jolly, awfully, terribly, devilish, deuced, damned, ripping, rattling, thumping, stunning, thundering, etc. There is no ground for the notion that ‘bloody’, offensive as from associations it now is to ears polite, contains any profane allusion or has connexion with the oath ‘'s blood!’]
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