According to Anatoly Liberman, a linguist at the University of Minnesota, the use of “bull” and “bear” to refer to financial optimists and pessimists, respectively, originated in Britain in the early 18th century.
“Bull” evoked the bellowing of an eager buyer. “Bear” appears to have come from an early proverbial expression, “to sell the bear’s skin before one has caught the bear”—an apt metaphor for a short sale, in which a trader sells borrowed shares in hopes of buying them back at a lower price. By the 1850s, traders had begun describing environments in which stocks were going up as “bull markets” and ones where they were falling as “bear markets.” The terms didn’t have any really specific meaning until the mid-20th century, when financial journalists and traders settled on the 20 percent threshold. As Zweig notes, the distinctions are basically arbitrary—no science went into the idea that a 21 percent drop in the market is substantially different from an 18 percent drop in the market.
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