Since the 1970s, tattoos have become a mainstream part of Western fashion, common among both genders, to all economic classes and to age groups from the later teen years to middle age. For many young Americans, the tattoo has taken on a decidedly different meaning than for previous generations. The tattoo has "undergone dramatic redefinition" and has shifted from a form of deviance to an acceptable form of expression.
The word tattoo, or tattow in the 18th century, is a loanword from the Samoan word tatau, meaning "to strike". The Oxford English Dictionary gives the etymology of tattoo as "In 18th c. tattaow, tattow. From Polynesian (Samoan, Tahitian, Tongan, etc.) tatau. In Marquesan, tatu." Before the importation of the Polynesian word, the practice of tattooing had been described in the West as painting, scarring or staining.