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unconform

verb; derivation
To not act in the usual or expected way. The phrase “un-conform now” was in an ad in ESPN Magazine. The word “unconform” means to not conform, or rather to actively not conform. The addition of the word now implies that an action must be taken, presumably by the reader, to “unconform” by buying their product. The word itself is a simple derivation of the verb “conform”. One unusual aspect, however, is that the prefix “un” is usually used for adjectives, and is seldom seen on verbs. The word “conform” was selected because of its social implications. To “conform” to society is generally looked down upon, and any opportunity to not conform should be encouraged. That is the hook for this ad. Their product will allow a person to actively not conform to society, thus “un-conform now”.
 
Un-conform now.
Etymology : unconform. From Middle English conformen, from Old French conformer, from Latin conformare. Old English un ‘not’ + Latin conform ‘to shape’
Source : ESPN Magazine Aug 15, 2005 Issue. Ad on page 97
Last modified: 10 June 2008


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