Bob Newhart did it. Fran Drescher did it. Tens of thousands of Web sites have done it. And now, in the pages of this very paper, there it is -- a word modified with the ubiquitous izzle. Some clever Times copy editor, for a June article about Chrysler's new 300C sedan, created the headline, "Fo' Shizzle, That Big Bad Chrysler Really Does Sizzle."

The phrase made the headline because the person inquiring about the car was none other than the rapper Snoop Dogg, himself the creator of the izzle phenomenon and the man MTV calls the "slanguistic sensei" of the hip-hop generation.

Snoop Dogg, born Cordozar Broadus, isn't just a multiplatinum recording artist; he's a conglomeration. In the decade or so that he has been around, Snoop has started a label (Doggy Style Records); has produced action figures, clothes and sports shoes; has appeared on television ("Doggy Fizzle Televizzle"); has starred in movies and commercials; has been the host of a radio show; and has introduced a language.

Slanguage is more like it, but it's based on his use of izzle as a suffix for existing words, sometimes substituting all but the first letter of a word -- calling himself, for example, D-O-Double Gizzle (Dogg) or saying to Jerry Stiller in a 2003 television commercial for AOL 9.0, "Now wait just one minizzle!" The most common variation is the one used in The Times's headline, but no word is sacred when it comes to the izzle.