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Gift has a long history of use as a verb meaning “to present as a gift; endow.” The practice appears to provide a useful distinction, in as much as the verb give can sometimes be ambiguous between “to transfer physical possession” and “to transfer ownership”; and in fact a verb analogous to gift is found in a number of other languages (for example, Italian regalare, “to give as a gift,” from regalo, “gift, present”). Unfortunately the verbal use of gift in Modern English is irredeemably tainted (as is its derivative giftable ) by its association with the language of advertising and publicity (as in Gift her with this copper warming plate ). In an earlier survey the usage was rejected by a large majority of the Usage Panel. Where clarity is required, substitutes such as give as a gift, bestow, or donate are recommended. · The phrase free gift should, of course, be considered redundant. But the increasing currency of its use is indicative mainly of the degree to which the word gift itself has been expropriated by advertisers to refer to merchandise offerings to which an obligation is attached—if not a direct price, then taking a test drive, sitting through a sales pitch, or enrolling in a book club. It is perhaps to this use of gift, rather than to the redundancy free gift, that critics ought most strenuously to object.
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