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"Scotland on Sunday", Business
GLENMORANGIE has won a battle with a guardian of the Gaelic language over its famous advertising slogan.
Advertising watchdogs rejected a complaint disputing the accuracy of the Broxburn whisky company’s phrase, ‘Glenmorangie - Gaelic for Glen of Tranquillity’, which it has used for almost 10 years.
The complainant, identified only as a member of the public from Midlothian, said he understood Glenmorangie came from the Gaelic word ‘glen’ which meant valley, ‘mor’ which meant big, and ‘innse’ which meant water meadow. He said the company’s commercials were misleading because they misrepresented the Gaelic language.
But Glenmorangie refuted the claims and said it understood its name was an English corruption of the Gaelic ‘Gleann mor na sith’, which translated as ‘Big glen of peace’ or ‘Glen of tranquillity’. The company said it acknowledged the meaning of Glenmorangie depended on the "perceived root of the word" and there was academic argument over how various Scottish place names may have originated, but it believed the translation it had used was correct.
The Advertising Standards Authority consulted another expert in the language who believed the complainant’s translation was correct. But although the ASA said it acknowledged the Midlothian man’s translation, it believed that because the company had taken care to research the origins of the name it had good reason to use it. .
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Joined: Mar 2000
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Carpal Tunnel
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Carpal Tunnel
Joined: Mar 2000
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Good for that unidentified member of the public!
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Joined: Jan 2001
Posts: 13,858
Carpal Tunnel
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Carpal Tunnel
Joined: Jan 2001
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Dear Vika: I don't see how the last part of the name translates either way. I suggest a test.
Get some volunteers to chug-a-lug a quart each, and see if the become tranquil, or act
as though they were wading in a water meandow.I suspect they'll be well tranquilized.
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Joined: Jun 2002
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Joined: Jun 2002
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Carpal Tunnel
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Carpal Tunnel
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Geez, Dr Bill! Chug-a-lug a single malt? I mean, even Glenmorangie!
I catch you doing something like that you'll be tranquil all right.
You even *think about doing that with Laphroaig and you'll be tranquil.
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Joined: Jun 2002
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chug-a-lug? Laphroaig? [puzzled]
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Joined: Jun 2002
Posts: 7,210
Carpal Tunnel
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Carpal Tunnel
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chug-a-lug (oops, just realized, was that an ironic comment?  ) means to drink very quickly, in large gulps... Laphroaig is, I presume, a top-shelf single malt... meandowBill, I really like this word! a gentle meandow....
formerly known as etaoin...
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Joined: Dec 2000
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Carpal Tunnel
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Carpal Tunnel
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a top-shelf single malt
They use the motto, "No Half Measures". On a scale of one to ten for peatiness it scores about a 12 or 13. Not everyone likes it and they don't give a fetid dingo's kidney.
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Joined: Jun 2002
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Pooh-Bah
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Pooh-Bah
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Good for the company. At least its definition was based on authoritative bullshit.
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Joined: Jul 2002
Posts: 742
old hand
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old hand
Joined: Jul 2002
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>On a scale of one to ten for peatiness it scores about a 12 or 13.
I ran this definition past a friend who runs whisky-tasting courses, and he said it was pretty much spot on. Being a fellow guide fan, he also liked the Adams reference.
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