Hi

I have just read this news story and found it interesting

http://uk.news.yahoo.com/24082006/32...isch-stay.html

I was very surprised when I first moved here to see so many advertisements where english words are used, I asked my Swiss friend about this and she said that a lot of Swiss get very annoyed about it, especially the older generation who don't actually speak any English.

What are other peoples views/thoughts on this? It must be frustrating for people to see their language being hi jacked with English words?

Nicky

it's somewhat opposite of the French who loathe to adopt words, especially techno-jargon, from English (or other languages).

I am sure the marketing people have thought long and hard about it - and demographically, I am sure the products advertised using English words are aimed at the younger generation.

It's strange it's become so widespread, especially on packaging, where you'd think use of a foreign language would be inappropriate. Words like Twist, Pull and Open Here must be kind of baffling to older people.

One element which I like about Swiss packaging is in general there are at least two languages printed, so kids grow up reading these languages off the milk container at breakfast and so feel at ease with the concept of another language. That would be useful for many Anglo-Saxon kids, I feel. However, to use a non-National language seems lazy ...or pretentious. It shows a lack of confidence. But I figure the real reason is it seems exotic - and it's cheaper to print one language than three. Anyone who's worked in communications knows what a pain it is to have to get everything translated into three languages, and make sure the concepts work in each language.

http://www.swissinfo.org/eng/search/...=1138552503000

Well, probably best to use English so all Swiss can understand them

Think about one thing when considering English in Swiss advertisments: Who is the Target-Group?

If the target-group is young, say up to mid 40s to early 50s, then English is OK. Of course I propose only key-words in English.

My advertisments are in German, because my customers are business owners who can be well above 50 years of age.

Any customer, long-time or new, will recognize that my mother-tounge is American.... as soon as I open my mouth in a verbal discussion

Go to the French part - you'll see all the same ads but in French only. They're rather more protective about the language. I don't know about the Italian bit - probably Italian would be used more often than English.

I'd guess that part of the younger person's acceptance of English instead of German is because High German isn't actually the language spoken in the 'German-speaking' part. Therefore I don't think people identify strongly with it - either spoken or written.

I've noticed quite a few ads in Swiss German, further eroding the use of written German.


Gav

Although my German is rubbish, I actually have quite a good vokabular knowledge. The mix of German and English does catch me out...

There is a German band "Die Happy" which I though was a mash (The Happy), but is actually meant to be all English, death related. Then I was back in Perth and saw some advertising billboard "Die Happy" and laughed when I realised I wa reading it as "The Happy".

Then there is the American band The Killers whose album is "Hot Fuss". For nearly two years I thought of it as "Hot Feet", rather than "Hot Bother" or similar

I think this is happening pretty much in all languages. For many years now Italian has been greatly influenced by the English language. Also French, despite what people say, are broadly using a number of English words in their daily life. Same happens in Spain, Portugal and so forth. There is no way Switzerland can avoid the contamination of their chrming swiss-german... Swizterland is reluctant to change, which makes change slower than in other palces, but no matter how hard the try to keep things static, they cannot stop progress... Panta rhei....

Exactly my thoughts! I often think that when I am reading some instruction (open, pull, etc.) on a package and then realize my neighbors (old ladies) wouldn't have a clue what it said.

Not to mention the people coming up with the ads are often botching the English quite a bit...

Having worked in a Swiss ad agency I can assure you it's the Client who botches it up! (But we never told them that, natuerli)

Doesn't surprise me in the least!

The'yre not the only ones. It annoys me too (ok, in Germany, but the situation is the same here), and I'm English!

I remember the first time I set foot in Germany , on a cold January Monday morning (all the shops closed) I sought refuge in a café no one spoke a word of English, I stared at the menu not understanding a word of it until I saw Toast Hawaii, I shall always be grateful for that German delicacy!


Nick.

Ha Ha, thank Heaven for small mercies! An old Swiss guy I visit once offered me a 'Handy Toast'. I had no idea what to expect. Turned out to be what the Frenchies call a Croque Monsieur. Or a ham 'n' cheese toasted sandwich to the rest of us...

(Do you deliberately use TNR type??? )