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Friday, October 16, 2009

Not Everyone Understands English Slogans

An advertisement study conducted among over 1000 people from 14 to 49 years aimed to find out how many Germans understand English ad slogans. In Germany, using English words is very popular in advertising. There’s much confusion all around, it turned out according to a report by German Spiegel, with only around one quarter of all all surveyed people understanding the message as it was intended by the marketer. The Opel marketing message “Explore the City Limits” was sometimes translated to “Explosionen an der Stadtgrenze”, which translates back to “Explosions at the City Limits”. The slogan by Google-owned YouTube, “Broadcast Yourself”, also showing on the German YouTube homepage, some translated to “Feed Yourself”, as well as “Mache Deinen Brotkasten selbst” – “Create your own bread box”.


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