In the last decade or more speakers of American English have almost dropped using the word very as a modifier for emphasis or intensification and have resorted to the near-ubiquitous use of incredible/incredibly, in the face of the literal meaning of this adjective/adverb (‘that which cannot be believed’). The only explanation that suggests itself for this strange phenomenon is that of greater length of the word at stake by comparison with very. Quantitative increase is one way of iconically signifying semantic force, just as elongating the stressed syllable of any word (as of very itself) necessarily adds emphasis to it over and above the normal length of the vowel.
MICHAEL SHAPIRO
[ADDENDUM: As a couple of readers have pointed out, the use of incredibly can also be classed as HYPERBOLE. This fits one of the overarching themes of contemporary American usage, namely HYPERTROPHY, which has been instanced many times in earlier posts.]
The use of ‘incredibly’ in this way (rather than using ‘very’ as a the modifier) tends to irk me as it is really represents so much hyperbole given its literal meaning, much as the ubiquitous use of ‘awesome’, especially by the younger generations, does. So my question is, what part do you think that hyperbole plays in this?
I agree that hyperbole plays a part, and if it’s under the compass of HYPERTROPHY, then it may play the greater part (rather than iconicity). This use of ‘incredibly’ irks me too, as does ‘awesome’.
Thanks for your reply. I just took a quick look at your article on hypertrophy in present day American English http://www.languagelore.net/wp-content/uploads/2011/06/Value-systems-draft.pdf and plan on reading it soon.