Marketing people in Germany like to use the English language to give products or events an appearance of internationalism and modernity – even if their own language skills are somewhat lacking. A new client asked me to create promotional material for a camping trip on which the participants will meditate, focus on their inner strength blabla. Her naming idea was (in English of course) “concentration camp”. After I recovered I was able to tell her what that actually means. Well, she saw the necessity to come up with something different.
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