Sure, I realize this, but any way to deal with the problem results in
added length. The more length you add the more the advertisement
loses its punch, and the more space is wasted. As a non-native
speaker, I found that necessity of adding the generic noun before the
brand name in Czech to be kind of tedious, as if in that one aspect
of the language, there was a rule forcing everything to be slow.
Obviously, my non-native speaker judgment won't be valid for native
speakers' perceptions of the language, but it's possible that native
Czechs within the advertising business have also started to feel the
generic word to be excessive and are just dropping it. The fact that
your mind understands, fills the word in, and gets annoyed, shows
that dropping that word did not impede communication. This means
that the advertising is doing its job, even if it irritates the hell
out of people who care about standard grammar, which is what
advertising frequently does in any language.
Keep in mind that people at major Czech advertising agencies speak a
language that's not exactly Czech anyway. It's a sort of pidgin with
elements of other languages mixed in. You're seeing this foisted on
the Czech public, most probably. And most probably, the public is
going to pick some of it up.
In many types of sentences even standard Czech requires the listener
to fill in a word, phrase or concept mentally. After all, when you
hear, "Jedu do banky," do you really think the person is going to
crash his car into the front of the bank? Or that it's a drive-in bank?
On Aug 6, 2006, at 4:36 AM, spektrum2002 wrote:
> Ano, ale v cestine se to da resit pridanim slova ve spravnem tvaru,
> napriklad "lak _firmy_ Schwarzkopf" misto "lak _od_ Schwarzkopf" nebo
> "vylet _autem_ Skoda" misto "vylet _se_ Skoda".
> Petr A.
> --- In Czechlist@yahoogroups.com, James Kirchner <jpklists@...> wrote:
> > In the US advertising business similar things happen with brand
> > in texts that aren't even translated. Often the client doesn't want
> > the brand name distorted visually, so normal spelling rules are
> > ignored. For example, the plural of the car brand Chevy (short for
> > Chevrolet) is "Chevys" and not "Chevies". I'll bet that's what
> > someone is doing with those brands in Czech.
> > Also -- for reasons I don't know -- some clients want their plural
> > brand names to be followed by a third-person singular verb, so on a
> > cereal box I saw, "Cheerios is better than ever!" I guess the client
> > at the company is thinking of the brand Cheerios, but a kid more
> > logically thinks of the term as plural, because Cheerios are a bunch
> > of little O's in a box that are made from oats.
> > I saw something funny with the voiceovers on two videos once. At one
> > studio the video technician edited the video to match the language,
> > because the Czech script took longer than the original English.
> > However, at another studio, the American clients and technicians
> > leaning over the Czech announcer trying to make him speed up. They
> > couldn't see any reason why the Czech voice couldn't go as fast as
> > the Italian one.
> > Jamie
> > On Aug 6, 2006, at 2:20 AM, spektrum2002 wrote:
> > > Videl jsem bilboard s napisem "Prozijte vzrusujici vylet se Skoda
> > > Roomster".
> > > Hic transit gloria cestiny. Zacina to celkem nevinným lakem na
> > > "od Schwarzkopf" přes prisernou "hokejovou Cesky Telecom
> > > extraligu" az
> > > po "vylet se Skoda". Ceska jazyk - topra jazyk.
> > > Ale umim si predstavit toho prekladatele, ktery dostal dostal
> od pana
> > > Volkswagena text "mit Skoda" a vi, ze nesmi napsat "s autem
> > > protoze pan Volkwagen (neumejici cesky) by potom pri "quality
> > > assurance" napocital o jedno slovo vic nez je v originalu a byl by
> > > maler.
> > > Petr Adamek
> > >
> > >
> > >
> > [Non-text portions of this message have been removed]
[Non-text portions of this message have been removed]