Language Log

Everybody has been puzzling over the language of the series of online ads for Windows 8 that it recently released in Asia.

• Seattle Times:  "Those weird and wacky Windows 8 ads: What language are they in?"
• Forbes:  "Microsoft's Asian Windows 8 Ads Are Relatively Insane"
• Mashable:  "Windows 8 Releases Kooky Ads in Asia — But in What Language?"

Native speakers of Mandarin, Cantonese, Japanese, and Korean declare that it is not any of those languages.  The first time I listened to them, the ads sounded as though they contained elements of some Wu topolect, a bit like mangled Shanghainese, but I could also definitely hear bits of Mandarin, albeit with unusual tonal contours and slurring.  What was most perplexing of all to me was that, although I was certain that the ads contained Chinese phrases and sentences, every Chinese person to whom I showed them emphatically maintained that they could not understand a single word!  In contrast, several non-native speakers of Mandarin said they could pick out a word of Chinese here and there.

This marvelous device is the pride of Hang Fung Industrial Co. Ltd of Shantou / Swatow, Guangdong Province, PRC.  Here's a basic introduction to the tool:

Useful assistant tool Can helps some arthritis, the waist, the knee, the pregnant woman and also The luo river to solve the question. Multifunctional tool Multifunction tool for the accident situation security, reliable for the Escapes from the broken glass window and the safety belt cut off.

This information is provided under "Product Details" at this website.

Looking at the picture of this enigmatic tool and carefully reading over the explanation of its supposed uses only left me deeply perplexed, so I had no choice but to go in pursuit of yet one more Chinglish snark.

The buses run by Lothian Buses in Edinburgh currently have a prominent sign near the entrance that says "REVISED Adult Fare".

Revised. I will leave it to you to guess whether the fare has been revised upward or downward.

Over the years, we've often blogged about signs in China (and sometimes elsewhere) forbidding people to urinate where they're not supposed to, e.g., "Urination is inhuman", with references to earlier posts near the end.

Now Morgan Jones has sent in what is probably the most unusual of all such warnings in this genre.

Michael Robinson sent in this photograph of a strip mall in Flushing Meadows taken by Spencer Kiser and posted on Flickr:

With no comment from me, I'll let Peter Lewis on "Our Mechanical Brain" tell you about how Rosetta Stone tried to create a festive advertisement for their language-learning software and managed to get a three-word sentence wrong in each of three different languages, and two out of the three wrong even on the second try. Read Peter's account here. And remember, when it's language, people never check. They never call a linguist. They just make stuff up.

From David Moser:

Here are two items of ambiguity in advertising, one intentional and one not. First the apparently unintentional ambiguity: a new commercial from the Romney presidential campaign entitled "Failing American Families."

As the terse voiceover puts it, “Barack Obama. More spending. More debt. Failing American Families.”

On a billboard advertising an investment firm is a photo of a young-middle-aged guy described by Caroline Sams (on Twitter, 6 Nov 2012) as a "smug George Clooney look-alike" she'd like to punch. The slogan below his handsome twinkly-eyed unpunched face says:

I ask my team for 100%. If they give me more is OK too.

Another Twitter user asked if that second sentence isn't missing some commas or some extra words or something. But I think not. I think we have an incipient new construction here. I think this is an if-phrase used as subject of a clause in a way that isn't quite the same as anything I've seen before (I could be wrong). The semantic interpretation of if they give me more here has to be something like "for them to give me more".

The latest sad story of trammeled speech in the UK comes from Northamptonshire, where there is a furniture company called The Sofa King. For years their advertisements and their vans have borne a legend stating that their prices are "Sofa King Low". But not any more: having escaped when they were reported to the police in 2004 (the Crown Prosecution Service wouldn't act), they have now met their come-uppance: their slogan has been branded offensive by the Advertising Standards Authority. I hope you can see why.

In other language news today (Language Log tries to bring you all the important linguistic news of the day), an Australian snack food company has won the right to trademark the name Nuckin Futs for a nutty snack to be sold to adults in bars.

The government of Canada, along with no doubt many others, frowns upon companies making health claims for which they have no evidence. This is supposed to nip in the bud deceptive practices like those exhibited in this pre-regulation 1652 handbill proclaiming the "vertues of coffee drink", in which the advertisement's author touted coffee as a prevention and cure for everything ranging from miscarriage to gout to "hypochondriack winds", whatever those may be. In that document, the claims were overt and brazen, with statements such as:

"It is excellent to prevent and cure the Dropsy, Gout and Scurvy."
"It is very good to prevent Mis-Carryings in Child-Bearing Women."

Yup, those are claims.

But in a recent case that's made headlines here in Canada, the Canadian Food Inspection Agency has determined that the names of two brands of infant formula made by Enfamil, A+ and Gentlease A+, also amount to claims, the former constituting a claim about nutritional superiority to other brands, and the latter an additional claim about ease of digestibility.

Which begs the question: What counts as a claim?

Psycholinguist Craig Chambers sent me this photo that he snapped recently inside a large pharmacy chain store (you know the kind, where you can avail yourself of all your better-living-through-chemicals products under one roof, whether it's anti-depressant, cough syrup, your favorite crunchy snack of Olestra and yellow dye #6, jet printer ink, or the entire range of household plastics.)

Along with the photo, Craig wrote:

If you ever find yourself rubbing shoulders with an executive from Shoppers Drug Mart, you might tell them that they could use your expertise in

(a) language for in-store advertising
(b) scalar adjectives
(c) both of the above