I have been looking for the term used for expressions such as "Now we're cooking with gas" for a while and even google couldn't answer it.

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    If you could add in a couple more examples, or explain which feature of this expression you would like to categorize, that would help. For example Idiom, slogan, or reference could be used to describe this expression – katatahito Jun 28 at 3:32
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    Google: "Now you're cooking with gas" which refers to a 1930s commercial touting the benefits of gas stoves (vs wood stoves) - Source: waywordradio.org/cooking-with-gas-origin – Benjamin Jun 28 at 3:50
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    I Googled "Now we're cooking with gas" and found …originated in the late 1930's or early 40s as a slogan thought up by the natural gas industry to convince people to ... Call those types of expressions sprung/conceived by the world of advertising: Slogan, tagline, catchphrase ; they're all related. – Mari-Lou A Jun 28 at 5:05
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    What do you mean by “expressions such as ‘Now we’re cooking with gas’”? Without knowing what aspect of that expression you’re looking for a name for, how can we know which expressions you’d consider similar? – Janus Bahs Jacquet Jun 28 at 5:06
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    @katatahito It could also be thought of as a metaphor like "we're steaming ahead" or "now we're flying" which are both used sometimes to comment on the way a task which has nothing to do with transport is being performed. – BoldBen Jun 28 at 6:11

The phrase "now you're cooking with gas" originates in Britain in the 1930s when gas companies paid popular radio shows to use the phrase with the meaning "you're on the right track."


The phrase continued in to the television advertising era:


And has become part of the popular British English lexicon.

It is an example of quiet marketing to sell gas stoves.

  • Please read the question carefully. It didn’t ask for the meaning or etymology of the example sentence. I’m flagging this as Not An Answer. You can edit your post to address the question, or delete your post to avoid further downvotes. See How to Answer for further guidance. :-) – Chappo Jun 28 at 5:59
  • Why do you think this is of British origin? The linked webpage doesn't mention the UK but it does mention radio advertising and the natural gas industry. In the 1930s most British radio was supplied by the BBC which has never been commercial, there was no natural gas industry except the Calor bottled gas company (which was only started in 1935), mains gas was town gas made from coal and most of it was supplied by county-council-owned public utilities. – BoldBen Jun 28 at 6:03

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