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BERLIN JOURNAL In the land of Goethe, Denglish, a combination of Deutsch and English, is on the march.
A Snappy Slogan? In German? Don't Smile. Try English. New York Times, December 21, 2004 Extract: "In fact, the news here in the land of Goethe, Schiller and Thomas Mann is that Denglish is on the march, and, as always, there are people who find it amusing and others sort of tragic. A private company in Hanover, Satelliten Media Design, in conjunction with Hanover University, keeps track of one key aspect of the entire mixed language phenomenon, annually tabulating the 100 words most used in German advertising. In the 1980's, only one English word made the list. The word, a bit improbably, was "fit." By 2004, there were 23 English words on the chart. The first four words are still German - wir (meaning we), Sie (you), mehr (more) and Leben (life). In fifth place is the English "your," followed farther down the list by world, life, business, with, power, people, better, more, solutions and 13 more." http://www.nytimes.com/2004/12/21/international/europe/21denglish.html
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Q. What is Engrish?
A. Engrish can be simply defined as the humorous English mistakes that appear in Japanese advertising and product design.Anyone who has been to Japan knows how ubitquitous and quixotic is the use of english in Japanese advertising. Why this amusing mixture is called "Engrish" and not "Japenglish", I can't say. Maybe someone else has an idea. http://engrish.comOf course, in France, anglicized French is called "Franglais", but 'the belles-lettres' of French academe don't have as much fun with it as do the Japanese. In fact, they don't have any fun with it at all. * Any ideas why English is such an effective and disquieting marketing tool all over the world? Is it a rebellious statement which appeals to the youth - an alternative to walking around with an obscenity or vulgar slogan [vulgan?] printed on your T-shirt -- as our youth do here? Come to think of it, vulganity might be a useful coinage describing a vulgar slogan [vulgan] used to sell wearing apparel, principally T-shirts, to the youth market. *Franglais, Le: Forbidden English, Forbidden American - Law, Politics and Language in Contemporary France by Philip Thody Synopsis "A study of the attempt by French politicians to use the law to forbid the use of words of English and American origin. Classifies some of these words and lists expressions in current use in America and England which are particularly difficult to render in French, comparing these with some equally untranslatable French turns of speech. The book should interest students of language, history and politics. It shows how some of Gramsci's ideas on the nature of cultural hegemony look in practice." http://www.amazon.co.uk/exec/obidos/ASIN/0485121158/202-9008328-8843803
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Marketing in english in China ( Chinglish?) seems to be effective as well. Businessman's credo: Pay well, carry a sharp sloganDetroit Free Press, Wednesday, December 22, 2004 Extract: "High above the garage door are yellow banners with red letters, encouraging workers with slogans, like "Success is an attitude to embrace. ..... Now he rates workers according to their relative abilities and efforts. The bottom third still gets 1,000 yuan per month. The top third gets 5,000, and the rest are in between. Asked which method gets better results -- slogans or money -- Tao smiles. "Good pay is the most efficient way, but slogans do work!" [English slogans, it seems.] http://www.freep.com/money/autonews/gm-china-bar222e_20041222.htm
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Marketing in english in China (Chinglish?) seems to be effective as well.Extract from "Ever Heard of Chinglish?" "But probably the most interesting language spoken in the territory is Chinglish spoken by many in Hong Kong. It is a mixture of Chinese and English words, either using the Chinese grammar or the English grammar if your mother-tongue happens to be English. The choice of words is pretty infinite. One can either substitute the verbs, adverbs, nouns or whatsoever one delights. There is almost no wrong doing as long as you don't over capacitate your audience. If used rightly your Honkie friends will love to communicate with you the whole night long. Sure, for most newly arrivals they may fell quite helpless encuontering not only a strange and hostile environment but also have to deal with a highly incomprehensible jibble. Of course it takes long and ardous efforts to learn this language, but once accomplished life in this fast paced city seems to be much more fun and easier." ............. "Here are some basic vocabulary for beginners. Amah: house servants, doctors, lawers and professors from the Philippines who make more money by scrubbing loos in Hong Kong. Banana: Chinese who grew up in a western country (outside yellow, inside white) Filth: discrimination against the English (failed in London, try Hong Kong)" http://www.kybernaut.de/modern/06-1996/kulturchinglish.html
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Times Quarish?The Grate Amrican DreemNew York Times, January 4, 2005 "English words are difficult for foreigners to spell. But part of what seems to be happening in New York City today is an overlapping of ethnic groups that confounds attempts at proper orthography. With Mexicans working in pizzerias and Afghans pushing hot dog carts, even ethnic words get misspelled. So just about any Italian dish with more than two syllables presents difficulties, and words in which consonants run in pairs, like mozzarella, or run up against unruly vowels, like parmigiana, are never spelled the same way twice. One pizzeria on 41st Street has spaguetti with clam sause, and a lunch cart on Lexington Avenue and 46th Street helps out-of-towners by spelling knish "kanish." http://www.nytimes.com/2005/01/04/nyregion/04english2.html?pagewanted=2&8hpib
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