Israeli Advertising Agencies’ Most Annoying Habits: Inventing New Words

One of my biggest pet peeves is the Israeli advertising agencies’ never-ending attempt to make us use words they just invented. It seems that all agencies use this beaten old trick, which usually comes in the form of combining two Hebrew words into one (a portmanteau) and pummeling it over and over into the brains of unsuspecting TV viewers. Some advertisers go to the extent of inventing whole new words from scratch, a trick that does not work with anyone above the age of twelve. In most cases this pretentious trick is used while trying to sell something no one needs, or when the advertising client have no earthly idea why anyone would use his services over his competitors.

Does it count as delusions of grandeur when you invent meaningless, useless words and expect people to use them? Here are some examples of this nasty habit, published here in the hope of using shame as an incentive to be more creative:

2004 – Dan Design Center TV Ad – Stakalala

httpv://www.youtube.com/watch?v=XQ9YjDFAtV4

Phrases: tormofau, bravole, stakalala, darmushe, shasto
SEO: טורמופרב, טורמופאו, ברוולה , סתקללה, סתקללה לאללה, סטקללה, דרמושה, שסטו, שאסטו

2005 – Schoko Shock – Boker Shock

httpv://www.youtube.com/watch?v=CgqMCe3YHRg

Phrase: boker shock (instead of boker tov / Good Morning)
SEO: בוקר שוק, בוקר טוב, שוקו שוק, שוקושוק

2007 – Yamit 2000 – Spark

httpv://www.youtube.com/watch?v=eYPyPLNzjZA

Phrase: spark (a portmanteau of spa and park)
SEO: ימית 2000, ספארק המים, ספרק, ספא, פארק, פרק

2006 – Ruppin Academic Center – Mehandel

2006 - Ruppin - Mehandel

Phrase: mehandel (a portmanteau of mehandes / engineer and menahel / manager)
SEO: רופין, מכללה, מכללת, מהנדס, מנהל, מהנדל

2002 – Lapam – Pasim Lev

httpv://www.youtube.com/watch?v=_tmSvg2ML8E

Phrase: pasim lev (instead of tasim lev / Pay Attention)
SEO: פסים לב, תשים לב

2005 – Avis – Tsidrug

2005 - Avis - Tsidrug

Phrase: tsidrug (a portmanteau of tsi / fleet and shidrug / upgrade)
SEO: אויס, אוויס, צידרוג, צדרוג, צי, שדרוג, שידרוג

2002 – Bagel Bagel – MemaCracker

httpv://www.youtube.com/watch?v=vTeOKNDfNzM

Phrase: MemaCracker (a portmanteau of memaker / addictive and cracker)
SEO: ממכר, מקרקר, קרקר, ביגל, בייגל, בייגלבייגל, ביגלביגל

End of Part 1

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