It was said to be reflection of a broad “attitude to life” rather than a specific phrase. The case rested on whether there was something “inherent” in the term itself and the European ruling (provided in paperwork from Barter Books) concluded that “while it may be true that the message of the mark in some way chimes with the spirit of the times … it cannot be said … a commonplace message”. The Manleys did not think anyone had the right to own the phrase, saying that it was like trying to trademark “it was the best of times”. When the slogan became the subject of a trademark dispute, the Manley family, which owns Barter Books, decided as a matter of principle to contest the European ruling that Mark Coop, who owns could trademark the slogan. Conveying a determination not to give in, it created a sense of resilience and resistance, to continue as normal, whatever happens. Lynda Mugglestone, professor of the History of English at the University of Oxford, talks about how the notion of “business as usual” has a long history in the English language, but once coupled with that of “carry on” – as Lloyd George had done in World War I – it evoked a wartime mindset. Its global appeal, however, demonstrates that it both epitomises Britishness and transcends it. It demonstrates a certain amount of nostalgia for a time when we all “pulled together”, “had a cup of tea” and “got on with it”. The phrase is seen to emulate a particular type of Britishness. Peter Byrne/PA Wire/PA Images A very British phrase Police close to the Manchester Arena where there was a terrorist attack in May 2017 at the end of a concert by US singer Ariana Grande. He was the civil servant working for the Ministry of Information, the department which created the famous “Keep Calm” poster. It is not that surprising, as the slogan was designed for the British nation, intended to be “a rallying war cry that will bring out the best in every one of us and put us in an offensive mood at once” – so said A P Waterfield in 1939. Something about Britain feeling under a sustained sense of attack appears to have made this phrase particularly relevant for contemporary headlines. Headlines included: Keep Calm and Carry On Why shaken Manchester will keep calm and carry on after the terror attack Day After London Attack, Britons Keep Calm and Carry on Drinking and Grenfell, Brexit, EU: Keep Calm and Carry On?. This follows attacks at Westminster Bridge, Manchester Arena, Parsons Green and after the Grenfell Tower disaster. Having tracked use of the slogan since 2009 on Google Alerts, there has been a noticeable rise in its use in 2017, from a couple each day, to over fifteen for a few days after each crisis. Some people may be getting sick of it but it is now firmly stamped in the national consciousness and is here to stay. It seems to sum up a very British character – yet it is used the world over to represent the fight against adversity. 'Always laugh when you can.The slogan Keep Calm and Carry On has been ubiquitous within newspaper headlines in 2017 as the UK careered from one crisis to another. 'An economist is an expert who will know tomorrow why the things he predicted yesterday didn't happen today' Laurence J. 'It's a recession when your neighbor loses his job it's a depression when you lose your own' Harry S. 'A banker is a fellow who lends you his umbrella when the sun is shining and wants it back the minute it begins to rain' Mark Twain Funny, wise and stirring - it is a perfect source of strength to get us all through the coming months. The book is packed full of similarly motivational and inspirational quotes, proverbs, mantras and wry truths to help us through the recession, from such wits as Churchill, Disraeli and George Bernard Shaw. Gordon Brown had one up in 10 Downing Street and James May wears a Keep Calm T-shirt on the telly - it is suddenly everywhere. Though it never saw the light of day in 1939 (it was only supposed to go up if Britain was invaded), it has suddenly struck a chord in our current difficult times, now we are in need of a stiff upper lip and optimistic energy once again. Keep Calm and Carry On was a World War 2 government poster discovered in a dusty box nine years ago.
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