Archive for the ‘Count & Mass’ Category

Substance massification on the golf course

September 15, 2015

In another watching of the GEICO “Kraken” commercial (posting here), I caught a nice everyday example of the sort of conventionalized metonymy that I called in a 2008 LLog posting substance massification, a particular type of conversion of a C (count) noun to a M (mass) use.

In their in-play commentary on a golf game in progress, one reporter says to another, about a golfer attempting to cope with a sea-monster:

(X) Looks like he’s going to go with the 9 iron. That may not be enough club.

(Golf) club is C, but here is used with M syntax, according to this generalization (from the LLog posting):

C>M: substance massification. A C noun denoting an individual has a M use to denote a generic substance or totality, usually in construction with a quantity determiner (“That’s a lot of horse”, “That’s more elephant than we can handle”). [So: horse / elephant (roughly) ‘amount of horse / elephant material or substance’ (considered as a whole)]

Or in the case of (X), enough club, with club (roughly) ‘amount of club substance or material’.