No wonder the Germans fear for their language!

No wonder the Germans fear for their language! – from Schweizer Versicherung mag 1/3/2017 about Swiss Life launching an app called now@work

‘Swiss Life lanciert (modified French loanword from lancer- to launch) per (Latin/Italian loanword) 1. März 2017 mit der App (English, phonemic shortening) «now@work» ein innovatives (modified English, neuter singular accusative inflection since 1970’s) Tool (English loanword) für mehr Leistungsfähigkeit (finally a real German compound + morpholigical ‘state of’ noun suffix) bei der Arbeit (from Old Russian/Church Slavonic rabota meaning servitude/work).’

About JS

John Stonborough FCIPR specialises in media relations, providing an authoritative and discreet advocacy to corporate and private clients world-wide. He specialises in handling the hostile media and media regulation. He is known for observing "An interview is no time for an original thought." He is the great-nephew of the philosopher Ludwig Wittgenstein. His working career began as a London policeman and then as a reporter for the Daily Mail, BBC Radio 4, Thames Television and Channel 4 TV. From 2001 to 2004 he was The Media Advisor to the House of Commons Commission. He is a Fellow of the Chartered Institute of Public Relations. He is married and lives in London, England.
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One Response to No wonder the Germans fear for their language!

  1. JS says:

    Comment: I’m afraid it is a bit übertrieben: every language is made of borrowed words, and the capacity to absorb foreign words could even be seen as a sign of vitality. Lancieren, Arbeit, per and innovativ have long been part of the German language, so we are left with App, a word as universal as Internet and Tool, maybe the single real invader.

    Reply: thank you for leaving me with App and Tool. What about einführen, ansetzen, losslassen even the wonderful sounding schleudern instead of lancieren, a word normally associated with U boats launching torpedoes at unarmed merchant ships. And how about am instead of per. Innovativ has only been used in German since the 1970s, and Arbeit is from Old Church Slavonic rabota “servitude,” to Old High German arabeit . While technically a diachronic loanword, I concede that after 1000 years it gets a little harder to make the case.

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