Where in the World is Garry? |
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Postcard from the Edge
Free Charge To Refill
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It is at this time that my attention is drawn to the sign scrawled on the airport equivalent of a chalk board - the white board. "free charge to refill" A warm feeling washes over me. The fact that I have an innate talent for my own language warmes my heart, my internal plumage bristles and I begin to mentally strut around the airport. I am an effortless expert. I glance around for someone to enlighten but of course I cannot speak Mandarin, Cantonese or anything other than English, but that's not the point. Actually I am painfully aware of what a success that sign is, unfortunately some people are not and I wince when I hear the English bastardise their own language asking for "Tiew kippa ties, pleeze" with no recognition or empathy for the person behind the counter for whom English is not their first language. Some people just don't stop to think, even for a little while. I like to think that I am the first to be impressed when someone speaks English to me, however incorrect grammatically that which it is. However, what does bother me (and no doubt bothers people from other cultures), is when corporations pretending to be your global buddy cannot be bothered to research you own language. The irony is that it would be ever so easy (and cheap). There are hundreds of us stuck at airports waiting to have our linguistic skills put through their paces. "Excuse me sir, do you speak English? Which phrase inspires confidence in our product please?
I rest my case. To further illustrate my point, in the seat pocket of the seat back in its upright position in front of me was a handy leaflet from the friendly airline. "In-Flight Healthcare", it stated proudly. I was captivated. This wasn't even a cafeteria style healthcare program and it was free and readily available to anyone who had stowed their tray table correctly in its upright position. I learnt many things. For example, were you aware and I quote
Perhaps it should have said you should think twice as many times
before flying. The pamphlet also covered Diabetes, Deep Vain Thrombosis and Pregnancy but my favourite top tip was in the section under 'Preparation Before Departure';
This could have of course been a reflection of Asia's refusal to acknowlegde HIV and AIDS but I think not, most of the ASEAN members have very good AIDS awareness campaigns. Perhaps it was more an effort not to offend some passenger's sensibilities on the subject. More than likely though they really just didn't want people to travel with poor immune systems. I wonder what new advice has been added with the recent SARS phenomina? Unfortunately my ranting doesn't stop at the global corporations. The Ko Samui tourist board is also guilty of negligence and due diligence in researching their current poster campaign. Keep Samui Clean Food Good Taste This phrase has kept me awake at night. The more you try to make sense of it the less sense it makes. It takes on an almost Escher like qualities. As a whole it could mean "keep the food on samui clean and it will taste good". This would suggest the sign is intended to educate the businesses on samui in which case why not have it in Thai? I am also concerned that before this enlightening campaign the purveyors of amalgamated edibles were unaware of the benefits of clean food as it pertains to the appeal of the finished product. Perhaps then we are missing a comma? Keep Samui Clean, Food Good Taste This makes more sense to me than the latter but not much more. Broken down into two parts this has two messages. "Keep Samui Clean" is perfectly acceptable but the "Food Good Taste"? Does it mean that in keeping the island clean that tastey food will follow? Or does it mean both to "Keep the island clean and keep the food tasting good"? Either way it has nothing to do with the visitor and more to do with the people who live here so why is it in English in the first place? There is a third option which is to look at the phrase as being completely symmetrical, the line of symmetry being the word clean. This gives us
which is perhaps as close as we are going to get to making sense of this aphorism. Finally, you are a small Thai business wanting to set up shop at Bangkok International Airport. A café is where you think it's at. Weary travelers can stop to refuel and reflect upon the journey ahead. You want a name that inspires quality and good service at a reasonable price (this is after all an airport). Your investors and friend's are all canvassed as to a name that personifies these qualities. A name which instills confidence in the venue and sets the expectation of the level of service one can expect. After a fretted meeting where tempers frayed and insults flew the name is passed unanimously. |
What does it say? |
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