I picked up a Philippine Newspaper (U.S. published) and saw this full-page ad from McDonald’s. The ad features a hamburger, then 4 lines of text containing Filipino (Tagalog) and English words….Tagalish?
It is safe to say that almost all Filipinos speak English. It is taught in school and is part of the language spoken in government, the media, the arts, etc.
Having been a colony of the United States after the Spanish-American War, American English is permanently embedded in the culture and language.
What is interesting to me in this ad is combining the two languages…is this done in other markets?
I understand ads in a specific language to target the demographic, but a combination in English?
When you see an ad for McDonalds, say in Spanish, do they just use Spanish text, or a sort of Spanglish like in this ad?
Perhaps this is how the Filipino language is now morphing or spoken in the U.S.— this sort of Tagalish, or how the next generation is speaking Tagalog.
Is the ad saying LOOK, WE SPEAK YOUR LANGUAGE (well actually, it is saying, we speak some of it and sort of). After all, they do spend loads of money researching this stuff prior to doing ad campaigns right?
Here is the rest of the ad. Curious on how they decided which words to use in English (buns, pure beef patties, everlasting joy). Let me know what you think…
(Click here for a new post on this topic)