English invades Brazil
Posted in Brazil Facts, Random Musings on 21. Feb, 2011
Hi all,
Hope that you had a good weekend. We are gearing up for Carnaval here in Rio, so expect some posts about that in the next few days.
Today, however, I wanted to write about a topic I’ve been meaning to address for some time: The English Invasion.
Unlike the British Invasion of the US, The English Invasion of Brazil is by language, not music. English is in evidence everywhere. Television shows and movies are spearheading the attack, as you might imagine. Supernatural and Two and a Half Men are as popular here as back in the States. James Cameron movies open here 2 weeks after they do in the US, in English with Portuguese subtitles.
But English isn’t limited to the big and small screens. It’s to be seen on streets, in the metro, everywhere. Advertising sprinkles English terms liberally. “Top” is a favorite borrowing, with “Top Quality” pharmacy, and a tobacco shop called “Top Smoke”. Brazil has its own version of “Top Model” of course.
English terms are prevalent in the business world, too. You would expect this in the world of information technology; after all, computers arose in the US, so it isn’t surprising that English terms have been exported with computer technology.
But it goes beyond that. I find that all of my students, most of whom work in business, already know the term “brainstorm”. They use it here, too, it seems. “Meeting” seems as popular as the Portuguese “reunião”.
You’ll constantly see English on T-shirts here – though what you see doesn’t necessarily make a lot of sense. Sports-oriented Ts are very popular. There seems to be a formula that is followed. The T must sport a year, either “authentic” or “original”, and some non-existent sports team or organization, as in: Western Division Champions / original brand / 1974. Western Division of what exactly you are left wondering?
T-shirt logos and slogans often leave me hanging here. I saw one this weekend that said on the left breast: “Airways”. Not “US Airways”, “British Airways”, or “Singapore Airways”, but simply “Airways”. I flashed to John Belushi wearing his shirt that said simply, “College”.
But my favorite T-shirt would have to be the one promoting a travel agency which proclaimed in huge letters: “Turismo Dick”.
Translations on menus – and even of official government documents – can be laughable. That is, if you can decipher what they intended to say. Let me collect a few actual examples and get back to you.
Lest I seem like a rude guest here in my adopted country, making fun at my hosts’ expense, sometimes the translations you encounter are inspired and poignant.
One of my favorite spots in all of Brazil is Iguaçu Falls, on the border with Argentina. The Falls are spectacular, a true world treasure. As you meander through the small museum there, which describes the formation of the Falls, you’ll note on the brochure that tourists are implored to “leave only soft footprints”.
Now that is a phrase we might want to adopt back home.
Talk soon,
John
No related posts.
Related posts brought to you by Yet Another Related Posts Plugin.
Share
Print This Post
When I was there last year, I found it quite amazing as to how many people don’t or won’t speak English. It was surprising considering how ‘touristy’ Rio is supposed to be. With the rest of Latin America speaking Spanish, communication for Brazilians in the global economy is going to be a challenge. Is Spanish more widely spoken?
Hi Ben,
Nice to hear from you again. There ARE many people who speak good English here, but primarily these are the people who could afford private schools or classes. Although English is required in primary and secondary schools here, the quality of the public schools, at least here is Rio, is considered to be poor.
So what you end up with are lots of people who WANT to speak English, but can do so only poorly. And Brazilians tne dot have a real aversion to wanting to appear stupid, so even if someone speaks a bit of English, she may be hesitant to try it with you.
But I agree: If Brazil is going to continue to advance in the world as a major player, English will be increasingly important for the people here. Actually, I saw a report last year, commissioned by the government as I recall, which stated that the businesses with the best outlook were tourism-oriented businesses. But the #1 best business to invest in: A language school. So you are spot-on.