|I just got a catalog from the local branch of Shufersal, Israel’s pioneer supermarket chain, and my eyes landed on a photo of a frozen bag of fries. I’m not sure if it is the oldest trick in the book, but it is certainly prevalent: take any Israeli made product, add the word ‘American’ in front of its name – and the indigenous people will buy it like crazy.
That’s how you end up with a bag of French fries that reads ‘French fries’ in English and ‘American fries’ in Hebrew.
We all misspell, no doubt about it, even more so when using a language other than our mother tongue. But lately it seems there is an inverse relationship between the Israelis’ infatuation with the English language, and their actual interest in mastering it. It always dazzles me how companies spend piles of money on advertisements without spending a minute to check for spelling errors. Israeli food company Elite backs its snacks campaign with a website for kids, where they can start their own blog and get popularity votes for it. I can only speculate what is the effect of a kid typing daily www.tatoomania.co.il and then going off to the world wondering why everyone is spelling it with three T’s.
And don’t get me started on sticker tattoos for kids, kiddie blogs as pedophile hangouts, the unnecessary rating system on that website, or the fat contents in the snacks you need to buy to get the tattoo.