The case of Mr Fluffy: a proper name becomes a word

by Julia Robinson 

In a general dictionary (unless it is an encyclopedic dictionary), proper names, trade names, and encyclopedic terms do not usually appear as entries. Only those that have become lexicalised—that is, those that have become accepted into the vocabulary of a language—are included. In Australian English there are many such terms. For example, Vegemite, Esky, Darwin, Barry Crocker, Bondi, Nellie Melba, and the Melbourne Cup have all become part of the lingo with extended meanings and uses beyond their original sense. They form compounds and phrases (happy little Vegemite, Darwin stubby, a Melbourne Cup field), become generic terms (esky), form rhyming slang (have a Barry Crocker), and are used allusively (shoot through like a Bondi tram, do a Melba).

A Mr Fluffy ad for loose-fill asbestos insulation

Dirk Jansen’s ad for loose-fill asbestos insulation, 1960s

This year one name that may be taking the lexical leap into the Australian vocabulary is Mr Fluffy. There can be few people living in and around the Australian Capital Territory who have not heard of Mr Fluffy. It is the name given to a former Canberra businessman, Dirk Jansen, in relation to the home-insulation business he operated in the 1960s and 1970s. He advertised his product, loose-fill asbestos, in local newspapers from 1968: ‘New “Asbestosfluff”. The perfect thermal insulating material. … It sprays onto ceiling area quickly and cleanly.’ (Canberra Times, 30 March 1968) Unfortunately the product was amosite, an extremely carcinogenic form of asbestos. Blown into ceiling spaces it can migrate through cracks, holes, ducts, and wall spaces into the living areas of a house, and the microscopic fibres once breathed can cause cancers such as lung cancer and mesothelioma decades later. Continue reading