Apologies if this has been aired before but i don't recall it. As a Brit living in Italy and frequently visiting Germany I'm aware that English is seen as "chic" by some, but its use in advertising seems to be ever more present. Here in Italy, vodafone, a cell phone operator uses the tag line "Power to you" at the end of their tv advert, and the French car firm Renault is now advising its Italian clients to "drive the change". Is this a strangely European phenomenon, or is it "chic" to use a third language to potential users elsewhere in the world to make ypur product seem more desirable?
1
usher73
In the US, languages other than English are not used much in ads, except in states bordering Mexico.
French and British accents are used frequently in TV and radio ads though.
2
ralphnhatrang
It certainly seems to be "chic" in Indonesian women's magazines, where English words are thrown about with abandon in both advertising and in reports. In Vietnam some English words are used in print advertising, and in instuctions for use on packaging, which I think is very odd.
3
battybilly
Nike.... Just Do It.
Premier Inn.... Your Inn For A Good Night's Sleep.
Honda.... Living The Dream.
HSBC.... The World's Local Bank.
Wonder how much they pay consultants to come up with the mottos.
4
onlymark
I see nearly all adverts in Jordan or Egypt that feature these types of products invariably use English.
5
battybilly
In many Cyrillic alphabet countries you'll see (for example)....
Албена.... Come with us and enjoy the party.
9
mike9
Thanks for the comments so far - it looks like it is acceptable to use German in car adverts in Englsih speaking countrues, but everybody else is likely to suffer semi-meaningless English.-, regardless of where you are and the nature of the product.
I suppose it was too much to hope the Vietnamese would be dashing out to the shops on the strength of a Bahasa strapline, or that the Kazakhs couldn't resist something in Turkish - so is it us rich westerners who are easiy duped out of our surplus cash, or the aspiration of an international jet-set lifestyle with English as it's representation?
( P S - You don't need to spend too long on the answers!!)
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