My dissertation focuses on the phenomenon of temporal anchoring devices (TADs), which we define as short references to time often accompanied by a descriptor. Prominent examples are for instance the use of "since year" on store windows, in organizations' logos, or on products. Often times, people think about TADs referring to the past. However, TADs can also refer to the present (think about organizations that are just established or soon to be established) or to the future (for instance with infinity signs).