{"id":78,"date":"2013-06-30T21:24:55","date_gmt":"2013-06-30T20:24:55","guid":{"rendered":"http:\/\/www.jesusromerotrillo.es\/?p=78"},"modified":"2013-06-30T21:24:55","modified_gmt":"2013-06-30T20:24:55","slug":"the-economist-29-6-2013-german-business-and-english-no-denglisch","status":"publish","type":"post","link":"https:\/\/www.jesusromerotrillo.es\/?p=78","title":{"rendered":"The Economist (29-6-2013) German business and English: No Denglisch"},"content":{"rendered":"<hgroup>\n<h2>Willkommen to linguistic purity<\/h2>\n<\/hgroup>\n<aside><time>Jun 29th 2013\u00a0<\/time>|<a href=\"http:\/\/www.economist.com\/printedition\/2013-06-29\">From the print edition<\/a><\/aside>\n<div>\n<ul>\n<li data-ec-omniture-frame=\"top_fb\">TRAVELLERS on Deutsche Bahn, Germany\u2019s state-owned railway, are used to being addressed in a peculiar language peppered with ponderous English words and phrases, such as\u00a0<em>Neue Snackbox f\u00fcr Kids<\/em>.<!--more--> But rail bosses have decided that this creeping use of\u00a0<em>Denglisch<\/em>\u00a0has gone too far. They have issued staff with a glossary of 2,200 Anglicisms which they are henceforth discouraged from using.<\/li>\n<\/ul>\n<\/div>\n<div>\n<p>Words such as bonus, business class, lifestyle, non-stop and package deal must be replaced by their German alternatives, though some are deemed to have been sufficiently absorbed into German to be acceptable: brunch, container, sandwich and VIP, for instance.<\/p>\n<aside>\n<div>In this section<\/div>\n<ul>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580150-two-deals-week-illustrate-only-some-problems-besetting-europes-telecoms-companies\">In a hole<\/a><\/li>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580148-rise-cloud-computing-forcing-old-adversaries-work-together-ascending-cloud\">Ascending to the cloud<\/a><\/li>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580149-americas-builders-have-responded-cautiously-higher-house-prices-so-far-through-roof\">Through the roof again?<\/a><\/li>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580160-can-brazils-best-known-businessman-save-his-crumbling-empire-eikes-breaky-heart\">Eike\u2019s breaky heart<\/a><\/li>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580159-business-schools-link-up-private-firm-interesting-case-study-honours-without\">Honours without profits?<\/a><\/li>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580181-americas-hospital-industry-prepares-upheaval-prescription-change\">Prescription for change<\/a><\/li>\n<li>No Denglisch<\/li>\n<li><a href=\"http:\/\/www.economist.com\/news\/business\/21580131-shale-gas-revolution-unnerves-russian-state-capitalism-spooked-shale\">Spooked by shale<\/a><\/li>\n<\/ul>\n<div><a href=\"http:\/\/www.economist.com\/rights\">Reprints<\/a><\/div>\n<div>Related topics<\/div>\n<ul>\n<li><a href=\"http:\/\/www.economist.com\/topics\/germany\">Germany<\/a><\/li>\n<\/ul>\n<\/aside>\n<p>Germany has no official guardian of linguistic purity; the very idea of it would bring back unpleasant memories of the 1930s. France has two: the Acad\u00e9mie Fran\u00e7aise and a separate committee, reporting directly to the prime minister, that monitors businesses and other organisations for neologisms, especially ones imported from English. Offenders are told to use\u00a0<em>papillon<\/em>\u00a0for flyer,\u00a0<em>tablette<\/em>\u00a0for iPad and\u00a0<em>vignette\u00a0<\/em>for widget. However, Germany\u2019s transport minister, Peter Ramsauer, has appointed himself German shepherd. For the past three years he has been gently guiding firms like Deutsche Bahn back on to the path of linguistic fidelity.<\/p>\n<p>Advertising in Germany is particularly prone to Anglicisms. \u201cThere is the illusion that using English shows you are livelier, younger and more modern,\u201d says Holger Klatte of the German Language Association, founded in 1997 to preserve and promote Goethe\u2019s mother-tongue. Zalando, an online clothes shop, is a typical offender with its \u201cMust-haves\u201d, \u201cBasics\u201d and \u201cShop by Style\u201d. Deutsche Telekom\u2019s slogans include the baffling \u201cCall &amp; Surf Comfort via Funk\u201d.<\/p>\n<p>Most English slogans used in Germany fall flat because they are so garbled, says Bernd Samland of Endmark, a brand consultancy. A recent survey by his firm showed that only one-quarter of the English slogans used to advertise cars were understood by those polled. Most bewildering was Mitsubishi\u2019s \u201cdrive@earth\u201d. Ironically, among the reasons for the worldwide success of Audi, a German carmaker, is its slick marketing, which even in English-speaking markets features a German slogan,\u00a0<em>Vorsprung durch Technik<\/em>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Willkommen to linguistic purity Jun 29th 2013\u00a0|From the print edition TRAVELLERS on Deutsche Bahn, Germany\u2019s state-owned railway, are used to being addressed in a peculiar language peppered with ponderous English words and phrases, such as\u00a0Neue Snackbox f\u00fcr Kids.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[15,14,172],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=\/wp\/v2\/posts\/78"}],"collection":[{"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=78"}],"version-history":[{"count":0,"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=\/wp\/v2\/posts\/78\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=78"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=78"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jesusromerotrillo.es\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=78"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}