I’ve outlined my (many!) thoughts about the relationship – or lack thereof – between language and culture several times on this very blog, as many of you will already know. What may be less well known is that some time ago, over on a site run by the always provocative Chia Suan Chong, I engaged in a lengthy debate about the degree to which teaching EFL (in particular) also involved teaching culture. My answer to this oft-asked question was a fairly resounding NO! and I still very much stand by that view. Whilst language can on occasion obviously be used to express culture, or a whole host of cultures to be more accurate, these kinds of uses do not, in my opinion, belong in the EFL classroom, where the primary focus should be on helping students to use as high a level of language as they can across a range of situations, with speakers from all manner of backgrounds, both native and – increasingly often – non-native.
However, I’ve spent the last week working with a lovely group of incredibly fluent Russian teachers of English in St. Petersburg (one of my very favourite cities in the world!).
Among the many issues we covered were literature, changes to English and the use of L1 in the classroom. Now, all of this started me thinking about two areas of language use which even incredibly fluent non-natives simply wouldn’t be able to grasp without actually having lived in a particular country – or perhaps its truer to say, without having been immersed in particular aspects of what occurs there (and I should say at this juncture that it is conceivably possible that, for instance, a TV addict would actually ‘get’ some of the references I’ll go on to describe even if they’d never visited a particular ‘host’ country).
As someone steeped in the Lexical Approach, I have long been interested in the way in which the kinds of fixed and semi-fixed expressions that are so common in spoken language embed themselves in our heads and in the pragmatic functions they serve as we converse with others. However, a less obvious source of fixed expressions is the advertising industry, and it’s perhaps sobering to sit and contemplate quite how many sentences you have echoing around the dark corners of your mind that come from the evil art of the advertiser. There are hundreds, possibly even thousands. Just off the top of my head and without even trying, here are some of the first ones that spring to mind as I ponder this.
Have a break. Have a Kit-Kat.
A Mars a day helps you work, rest and play.
Anytime, any place, anywhere.
The man from Del Monte. He says Yes!
For mash get Smash!
Go to work on an egg.
You know when you’ve been Tangoed.
This is your brain. And this is your brain on drugs!
Beanz meanz Heinz (a memory that automatically triggers the predictable follow-up of Beanz meanz fartz as well!)
Every little helps.
It’s finger-lickin’ good
Refreshes the parts that other beers cannot reach!
It’s got our name on it.
The best a man can get!
As you may have realised by now, I could go on for hours. Indeed, whilst putting this post together, I discovered that the web contains a whole range of games designed to test your knowledge of obscure and sometimes fairly dated advertising slogans and got very entertainingly sidetracked for quite time as a result! How many of the ones above are familiar to you? For all I know, some of them may trigger a whole stream of Proustian memories and associations in the minds of some of you readers out there, sending you flashing back to long-forgotten outings to KFC or camping trips where the baked bean suppers had disastrous consequences as you and your brother were forced to share a small tent!
Interestingly, and this is a testament to the whole art of the advertising agency, with almost all of the slogans above, I not only remember the exact words, but I also retain the phonological envelope they were delivered to me in. I can sing the jingles in my head, or say them exactly as they were said on the original adverts. Just as with telephone numbers, we record and retain and reuse them in a particular way (oh-seven-seven-nine two //pause// three -five six //pause// double six three, for instance) and they exist as a combination of sound and language (and frequently music too).
Now, for the most part, this mass of cultural detritus simply sits in my head, taking up space, serving only as background or colour to particular memories that come bubbling up from what I’ve learned the Russians delightfully term ‘the undermind’! In other words, it’s not used or referred to (except perhaps in the odd book here and there, or maybe in a particularly random pub conversation). However, many of the catchiest slogans take on lives of their own and become part of common parlance. My colleague Andrew Walkley has written about the way the concept of something being a Marmite thing has become part and parcel of the language in the UK, all on the back of their genius advertising campaign that accepted – and celebrated – the polarising effects of God’s own spread.
However, Marmite is but the tip of a much larger iceberg. According to a Daily Telegraph survey of a few years ago, 45% of Britons use – or have used – the Guinness tagline Good things come to those who wait in their daily speech. Ronseal, a British wood stain and preservative manufacturer, are responsible for the “Does exactly what it says on the tin” phrase, created by the HHCL agency, and much used in their adverts:
It’s no surprise that such a clever, pithy, direct slogan has become so widely used in other contexts. Here are just a few examles coured from the Internet of the way the phrase has worked its way into the language:
Martin Amis appears to be taking the Ronseal approach to book titles with his next novel, State of England: Lionel Asbo, Lotto Lout, which is said to feature a “ferocious” antihero who gets his first anti-social behaviour order at the age of three.
Gordon Brown is the very opposite of a Ronseal prime minister.
I was once in a final salary pension scheme and it seemed to pass the Ronseal Test – a pension that kept pace with my earnings and grew each year I worked for the company.
Perhaps the most bizarre instance of this phenomenon I can remember happened a few years ago when I was waiting anxiously to see if the fix-it man was going to get the staffroom photocopier up and running in time for me to use it before class. he closed it, patted it and gave it a quick test run. I thanked him profusely and he replied, casually: Oh well, you know. Vorsprung durch Technik . . . as they say in Germany! What even the most proficient foreign student not au fait with recent British TV advertising trends would’ve made of this bizarre exchange is beyond me. The fact that a piece of German passed into the lexicon of even the most foreign language-phobic Brit is nothing short of a minor miracle, but pass it most certainly did. The story of this remarkable feat is relayed here, for those interested.
Nevertheless, as the world we live in becomes ever more interlinked and globalised, and ever more in thrall to mass market consumerism, perhaps access to such intertextual nuancing and subtle comedy also becomes globalised itself. The other week in class, one of my Japanese students was saying he expected to get 7.0 in his forthcoming IELTS test. other students were mocking his lofty ambitions and saying it was impossible, whereupon he suddenly looked deadly serious, stood up, put his hand across his heart and uttered the immortal line Impossible is nothing – to much laughter!
That said, there are clearly some issues when it comes to advertising around the world – and we may well never see the day when slogans are used – or useable – universally. A Dutch friend of mine works for an ad agency here in London, specialising in researching the degree to which adverts from one country work in another. She’s been working on ad advert for Bjorn Borg’s kids’ underwear recently, and apparently in Sweden they sell using a phrase that says something like Lucky ducks. She asked me if such a phrase would work in English and if not, what the nearest equivalent would be. I replied that I found the whole concept of calling kids lucky because they had one particular brand of underwear rather than other very very weird in itself, and that if you wanted to say lucky something in English, it’d be something like lucky git or lucky bastard, neither of which really lent themselves to selling kids’ pants!
Oh, perhaps by this stage you’re wondering where the profoundly out-of-character boasting in the title of this blog post comes from, aren’t you? Well, simples, as the really annoying meerkat in the compare the market dot com advert always put it, it’s from here:
Right, I know at the start of this post, I said that I wanted to write about TWO areas of language use that even fluent non-natives simply wouldn’t be able to grasp without actually having lived in a particular country – and the astute observers among you will have noticed I’ve only really tackled one.
That’s because all this talk is making me thirsty, so I’m going to sign off for now, grab a cold beer from the fridge and come back to the second part of this later on in the week.