Than ever

Summary

The phrase "than ever" is used to say that something is at its highest or lowest level compared to any time in the past. For example, "Marathoning is more popular than ever" means that marathoning is currently more popular than it has ever been.

Understanding 'Than Ever'

The expression "than ever" is used to highlight that a certain quality or condition is at its most extreme. It usually goes with a comparative form of an adjective or adverb.

Reminder: Forming Comparatives

Remember how to form comparatives. Comparatives can be formed in two main ways:

• By adding "more" before the adjective or adverb if it is longer, e.g., "more important."
• By adding "-er" to the end of the adjective or adverb if it is short, e.g., "faster."

Examples

• Popularity: "Marathoning is more popular than ever." - This shows that marathoning is at its highest popularity.
• Cost: "Higher education in the US is more expensive than ever." - This suggests that the cost of higher education is at its highest.
• Price Reduction: "Medium-sized TVs are cheaper than ever." - This implies that the prices for medium-sized TVs are at their lowest compared to the past.
• Environmental Concern: "Environmental responsibility is more important than ever for global brands." - This indicates that environmental responsibility is now more crucial for brands than before.
• Effectiveness: "TV advertising is less effective than ever." - This shows that TV advertising has become less effective over time, reaching its lowest point.

Additional Context

The phrase "than ever" often suggests a change or evolution, indicating that something is continuously reaching a new extreme. It can be used to highlight both increases and decreases, such as increasing popularity or decreasing cost.