Bromide (language)

A bromide is a figure of speech, referring to a phrase, or person who uses such phrases that has been used and repeated so many times as to become either insincere in its meaning, or seem like an attempt at trying to explain the obvious. It can also mean the unnecessary insertion of an (often irrelevant) cliché into a conversation, designed to make the speaker sound more authoritative.

The term derives from the former use of certain bromide salts (sodium bromide and potassium bromide) in medicine as mild tranquilizers and sedatives. Administration of a "Bromide" would make the patient drowsy and generally in a state more conducive to sleep, rather than actually inducing sleep directly as would a stronger drug such as chloral hydrate. The literary usage of "Bromide" is meant to humorously imply a boring statement with similar sleep-inducing properties.

In his book, "Are You A Bromide?", Gelett Burgess uses the terms Bromide and Sulphite to describe two differing views on how people think. Bromide minds are classified as being tied to tradition, while Sulphite minds are those that think more freely. The bromide mind "belie [ves] that each of the ordinary acts of life is, and necessarily must be, accompanied by its own especial remark or opinion." Meaning that a Bromide can be counted on being the one to remark on what others would take for granted, and as such not comment upon.

Ayn Rand, in the book The Fountainhead, uses the term bromide to characterize the antithesis of her philosophy, Objectivism. It is also used by Gail Wynand's character in the book to describe his own magazine, the "Banner", regarding the pointless and useless information that entertains and satisfies the masses.

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