What does 'bloody' mean in British English - is it a swear word?

What it means: An intensifier - it makes an adjective or statement stronger. "Bloody brilliant" = "absolutely brilliant." "Bloody hell" = a general exclamation of surprise, frustration, or alarm.

Is it a swear word? Technically yes, but mildly. It's what linguists call a "mild oath." In the early 20th century it was considered quite offensive. Today, most British people use it freely in informal conversation, but it would still be inappropriate in formal settings, around children (in more conservative families), or in professional writing.

• "That's bloody brilliant." (enthusiastic praise)
• "Bloody hell!" (surprise or frustration)
• "I've been waiting a bloody hour." (frustration)
• "That's a bloody good idea." (emphasis)

Where it comes from: Disputed. Theories include "by Our Lady" (a religious oath), the blood of Christ, or simply referring to bloodshed. None are definitively proven.

Register: Informal British English. Not suitable for formal contexts. Americans rarely say it - if an American says "bloody hell," they're doing a British accent impression.

Tags: British English, intensifiers, mild profanity, informal, exclamations