Back when I was a callow youth and working in one of those fast-paced, too-hip-for-words advertising agencies that looks more like an adult daycare than an actual place of business, one of our accounts was Netflix. And one thing Netflix wanted—really, really wanted—was to be verbed. See, this was around the time that “Googling” became a thing, and the way the Netflix suits figured it, if people started to say that they “Netflixed” a movie, well…that would pretty much be the final nail in Blockbuster’s coffin. (Remember Blockbuster? No? Never mind.)
Anyway, I was thinking about this as I read the Trademarks page over at Adobe’s website. Here’s a taste:
Trademarks are not verbs.
Correct: The image was enhanced using Adobe® Photoshop® software.
Incorrect: The image was photoshopped.
Always capitalize and use trademarks in their correct form.
Correct:The image was enhanced with Adobe® Photoshop® Elements software.
Incorrect: The image was photoshopped.
Incorrect: The image was Photoshopped.
Incorrect: The image was Adobe® Photoshopped.
Now, setting aside the fact that I’ve never—ever—heard anyone say that “the image was enhanced using Adobe® Photoshop® software,” this seems pretty short-sighted, doesn’t it? I mean, wouldn’t you want your product or service to be verbed? The New York Times thought so back in 2009.
Turns out it’s not that simple. Mike Hoban has some thoughts about it over at Fast Company; meanwhile, The National Law Review weighs in the supposed legal ramifications here.
As for me, well…Photoshop will always be a noun and a verb.
