Monday, 21st April 2014

by Joshua Gaskell

Right now, adv.

Pronunciation: /rʌɪt naʊ/
Etymology: right adv. + now adv.

1. Immediately, without delay, at this very moment.
2. Commercial television. Contronymous to sense 1, mediately, after a delay, in a moment.


Pincher: always at the cutting edge of pedantry. (Except that Kingsley Amis noted this one in The King’s English (1997): ‘having dallied with after the break, in a couple of minutes and such palliatives, TV declares boldly next on LCM television when they mean not by any means next but after a stiff dose of trailers and advertisements.’)