What is innuendo?

How to use innuendo as a writing device

The word “innuendo” originates from the Latin word “innuere,” meaning ” to nod, beckon, or make a sign to.”¹ In a literary sense, an innuendo nods toward a meaning or idea that is not explicitly stated, and it relies on the context in which it is used to be fully understood.

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Innuendo can add depth and complexity to a text, making it more engaging for readers. Innuendo can be found in many forms, including metaphor, allusion, and symbolism.

Common forms of innuendo

Innuendo can take on many forms to add humor to a conversation, imply a hidden meaning, or to create suspense in a story. It adds a further layer that enhances the statement and comprises a joke that not everyone may get.

Here are some common turns of phrase that can be considered innuendo:

• Tension and suspense: “Will they, won’t they?” Whether two characters are about to flirt or fight, a story can drop suggestions to their behavior to create tension before the climax.
• Rumors, gossip, and slander: “It’s 5 o’clock somewhere, but for you it might be noon.” This might imply that someone is an alcoholic, which is usually a negative rumor.
• Damning with faint praise: “He’s pretty smart, for a fourth-grader.” Also known as a backhanded compliment (which in this case is presumably delivered by an older student).
• Hinting at a suggestion: “they’ve been studying ‘at the library’ a lot these days…” The classic “wink wink, nudge nudge” definition of innuendo that hints at something else going on between two people.

How to use innuendo in literature, advertising, and politics

The key to using innuendo effectively is to ensure that it is subtle and does not distract from the main point of the text.

In the first chapter of F. Scott Fitzgerald’s novel, The Great Gatsby, Daisy Buchanan says, “I’m glad it’s a girl. And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.”²

Speaking about what she would want her infant daughter to be when she grows up, Daisy says this ironically: she seems to suggest that women would have easier lives if they don’t need to be valued for their intelligence or independence, and they can wield beauty as an advantage. It is also a glimpse into her character, especially this early in the novel: she acknowledges the state of her life with her husband and wants something better for her daughter.

In advertising, innuendo can be used to add humor to a product. For example, a famous ad for the Volkswagen Beetle features the tagline, “Think Small.” When combined with minimalist photography showing the Beetle from a distance, this suggested that the Volkswagen Beetle is not just small, but also practical. This was a risky angle to take. The campaign took what could otherwise be the Beetle’s deficit—its tiny size—into a form of visual innuendo, implying that it’s an antidote to excess. It was quintessential example of “truth in advertising.”

Lastly, in political discourse, innuendo can be used to suggest something negative about an opponent without making a direct accusation. For example, a political candidate may say, “I won’t stoop to my opponent’s level.” It suggests that their opponent is engaging in dirty tactics, but without making a direct accusation, which might lead to scandal.

While it is often associated with sexual connotations, innuendo can refer to any suggestion made indirectly or subtly. Add the concept of innuendo to your repertoire of writing tools and inject depth, complexity, and humor to your text. But don’t just stop there: check out our tips for understanding different voices in writing, learning how to say what you mean, and using tricky punctuation marks like semicolons.

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