Posts tagged ‘nonsense’

June 30, 2015

“Friking”?

The other day we took a stroll through the center of the historic German town we currently live in when I stopped in my tracks.  Right in front of us was a new store I had never seen before – this might be a bit strange in such a small town but then, things change quickly and seeing  new store normally doesn’t stop me in my tracks – unless, of course, it is an Antique Store, or better yet some sort of indoor flea market type store.  With the town rapidly gentrifying tit was neither.

Friking  - a questionable name choice and an similalrly questionable slogan (c) Tina Baumgartner

Friking – a questionable name choice and an similalrly questionable slogan
(c) Tina Baumgartner

What stopped me in my tracks was the name.  The store – which sells men’s fashion – is called “Friking” – seriously? Friking? The word doesn’t mean anything in German and might be a name.  In any case it is pronounced slightly differently from the English “freaking” – but only ever so slightly.

Now, a German store owner might be forgiven for not knowing that Friking is way too close for comfort to “freaking” if they didn’t make a point of using an English slogan right under that name.  But not only that, they use a slogan that makes no sense whatsoever. The slogan, right there outside the store says “you are in the shop”

Ehm, what?  I am clearly not in the shop, I am outside looking at it in disbelief.  And even if I was in the shop, what would the slogan tell me?  I would know I am in the shop, then, I needn’t be told. I  tried to make sense of this by translating it literally into German, but it doesn’t make sense in that language either, so it isn’t a case of literally translated idiom.  Maybe the webpage holds a clue as it is a Spanish webpage ending on .es – so some Spanish store using a bad English slogan in Germany?  The headache of it all!

Another point, maybe an US vs. UK English point is the use of “shop”.  In US English one would say store rather than shop, a shop has the connotation of a small place where often services are performed such as body shop (car repair), barber shop to get a shave (do shops where people are getting shaved still exist?)

I am still scratching my head over the fact that somebody spends lots of money on merchandize, the very expensive rents in my quickly gentrifying little town, hires sales people etc. etc – but can’t be bothered to ask somebody fluent in English something along the lines of “hi, buddy, help me out here.  Does this slogan make sense?” This is a friking mess, really.