For the third time after 2003 and 2006 Endmark surveyed the comprehension of English among German consumers - with again striking results. As in previous years, the survey unveiled that two thirds of German consumers did not understand the English advertisements.

Ten different consumer advertising slogans were reviewed. Slogans from OPEL and LEVI'S, BROWN and PHILIPS up to LANGNESE and YOUTUBE.

"Make your bread box yourself"

In individual cases, the translation trying led to very bizarre results, such as “Make your bread box yourself” for “Broadcast Yourself” (YOUTUBE) or “Explosions on the city limits” for “Explore the city limits” (OPEL). Although the extremely wrong responses represent individual cases, they are symptomatic. Only 28 percent of the respondents were able to understand the slogans as the sender intended.

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