I happened to see that last weekend in Riihimäki there was an event called ”Shopping 2015” – with the English word “shopping”. It is astounding how often English appears in Finnish marketing like this. That doesn’t happen with German, for example, even though we have many more tourists speaking German than English.
What’s the reason for this English-usage hype? Will a thoroughly Finnish summer happening turn into an international event if it’s called “Pipefest” or “Summer Up?” This year in the Finnish spruce forest they’re planning a “Pre-Heat Party” on the “Loop Stage,” and at the same time in Lahti, the “Urban Chill Out” region will host an “Adult Action Park”, which sounds pornographic.
I keep wondering who might be the target for this Finnish-English marketing melange. I’m told the English appeals to young people. So I’m testing that theory: I’m asking people under 25 which ad copy appeals to them more, the plain Finnish version or the mixed one. I will use a couple of examples: “SuomiAreena goes Kirjamessut” and “Ale by Isku” and their Finnish equivalents. (In that last one, “ale” is Finnish for “sale.”) If a majority of actual young people favors the mixed option, I will stop complaining.
I’ll report the results in a few weeks. Meanwhile, the Word of the Week is going on holiday and will return at the beginning of August. Sunny summer days to all language lovers!