flog

To flog someone means to beat them hard, usually with a whip or something like it. In the past, flogging was a common punishment in the military and on ships, used in a harsh way to force discipline. That older meaning is still the core of the word, and it still brings to mind severe treatment. But "flog" is not always about physical violence. It can also mean to push something very hard in order to sell it, especially in advertising or sales. In British English, it can simply mean to sell something, often quickly and sometimes cheaply.

Originally meaning to beat someone severely with a whip or similar instrument, "flog" carries a strong historical weight tied to punishment and harsh discipline. For centuries, flogging was used in the military, on ships, and within penal systems as a means of control. Think of Robert Louis Stevenson's Treasure Island—you can almost feel the sting of the cat-o'-nine-tails!

However, over time, "flog" has developed a figurative meaning. It now also describes relentlessly promoting or pushing something, often to an excessive degree. You might say a salesperson is "flogging" a product, meaning they are aggressively trying to sell it. In British English particularly, it can simply mean to sell something, often quickly or cheaply. Additionally, a politician might be accused of "flogging a dead horse," an idiom that means continuing to waste effort on an issue that is already settled or has no chance of success.

The connection between the meanings lies in the idea of repeated, forceful action. Just as a whip repeatedly strikes flesh, relentless promotion repeatedly pushes an idea or product onto others. While the literal meaning is thankfully fading from daily practice, "flog" remains a powerful word evoking both physical brutality and tireless (sometimes tiresome) effort.