Academy fights English word use with ‘Swine perfume’

The Royal Spanish Academy has launched a new TV campaign tocounteract the burgeoning mix of English with Spanish

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The ad explains that swine is an English word for pig and sounds good but smells very bad

By Dave Jamieson

Viewers to Spanish television are being targeted in a new campaign to increase awareness of the number of English words which are creeping into the language.

The Royal Spanish Academy (RAE), which maintains a watching brief on Spanish to ensure it maintains a unity within the Hispanic world, has responded to a report which claims that the number of brands using English terms in their advertisements rose from 30 in 2003 to 322 in 2015.

These include terms such as “anti-aging” and “eco-friendly” which, says the RAE, are used even if not understood by viewers. However, it notes that others, such as “brainstorming”, “branding” and “community manager,” have also entered the language.

 

 

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