Read this very interesting article about how our language shapes our experience of the world. It explains why certain languages make you feel, think and therefore act differently. I would say, it's a must read if you are interested in marketing.
Here is an excerpt:
A German bridge is feminine (die Brücke), for instance, but el puente is masculine in Spanish; and the same goes for clocks, apartments, forks, newspapers, pockets, shoulders, stamps, tickets, violins, the sun, the world and love. On the other hand, an apple is masculine for Germans but feminine in Spanish, and so are chairs, brooms, butterflies, keys, mountains, stars, tables, wars, rain and garbage. When speakers were asked to grade various objects on a range of characteristics, Spanish speakers deemed bridges, clocks and violins to have more “manly properties” like strength, but Germans tended to think of them as more slender or elegant. With objects like mountains or chairs, which are “he” in German but “she” in Spanish, the effect was reversed.
In a different experiment, French and Spanish speakers were asked to assign human voices to various objects in a cartoon. When French speakers saw a picture of a fork (la fourchette), most of them wanted it to speak in a woman’s voice, but Spanish speakers, for whom el tenedor is masculine, preferred a gravelly male voice for it. More recently, psychologists have even shown that “gendered languages” imprint gender traits for objects so strongly in the mind that these associations obstruct speakers’ ability to commit information to memory.
read the full article at www.nytimes.com
via @thomasraukamp
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