Our language has been invaded by Anglicisms. At some point, it seems that advertising industry is trying to impose it on the consumer. But the uses of Anglicisms don’t stay there. They have become implemented on daily speech, specially used –over used- by young people.

In reference to the use of Anglicisms, the Philologist Raissa Kordic states: The importance of the issue is that has everything to do with our Cultural Identity, with the strength of the culture of a country, that if you are going to end up being “occupied” by another culture. The English language has pride in its self; it constantly recycles its words. Spanish can do it as well. Our language –Spanish- has a vast richness. What does not exist can be invented. But sometimes words are replaced when there are better alternatives –in Spanish-.”

I do agree with her, when she implies the weakness of a culture when its language is taken over by another.

Any thought?


© 2013, Eli Orozco. All rights reserved.

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  • Begonia

    This is fascinating. I have to pick apart this post a little bit. I agree that there is something wrong with marketing in English (as shown in your picks).

    But disagree with the sentiment that the English language has “pride” in itself. Spanish and French, those are proud languages. They have “Academies” that try and preserve their languages. But English has never been proud of itself. It’s the most shameless borrower ever. So much of English vocabulary has been borrowed from French (after the Norman conquest in 1100) or from Latin or Greek (during the Renaissance). And don’t forget that American English has borrowed plenty of words from Spanish–sierra, ranch, chile, junta, vigilante, plaza.

    We American English speakers continue to use French when we want to adopt a certain sophistication, much the same way that Guatemalans adopt English sometimes. You can’t buy shampoo or skin cream in the US without being bombarded with French words. And we use Spanish when we want to imply a certain rustic charm. (“That dude is loco”).

    I often think it’s cute when Guatemalans use English in conversation or on their facebook walls. But what bothers me about the use of English in the pictures above is specifically that it’s used in a kind of “wink-wink” way, and for exclusivity. The advertisers know that not all the readers will understand what “End of Season” means. So they aren’t just targeting a group of people who want to seem sophisticated; they are EXCLUDING people who won’t understand them. It seems a little cruel.

    • Excellent points Begonia and very good comparison between English and Spanish usage of foreign words.
      El 25/07/2013, a las 16:04, “Disqus” escribió:

  • NYChapin

    I have to confess that I have not visited the page recently, but I think you are doing a great job !
    Regarding the issue if Anglicisms, I often wonder if the English signs are part of a branding strategy or great arrogance by foreign companies ( or both !) Arrogance in that they do no bother to translate marketing campaigns ( saving money) into Spanish because they know the public is going to buy their products anyway.

  • Elí Orozco

    Greetings everyone. Indeed, influences
    by other languages are present in every modern language.

    But I see more than that here in
    Guatemala. The advertising here seems to be(or indeed is) further segregating
    social classes. Just like you state Begonia.

    Thanks NYChapin. It is understandable
    that some foreign companies use their slogans in English. Some concepts or
    social context behind USAian brands are difficult or impossible to translate. I
    don’t think every advertising campaign delivered in English is sinful. But what
    really bothers me is when a National product, with no context or history
    outside Guatemala, uses English to target its customers (Guatemalans).