**** ETNI on the web http://www.etni.org.il http://www.etni.org **** (To read the whole article, go to www.etni.org/news/shunhebrew.htm ) Local businesses shun Hebrew names Ynet News - Feb. 26, 2005 English no longer viewed as a foreign language, advertising executive says; while some marketing professionals say Hebrew just as effective TEL AVIV ? English brand names are becoming an increasingly common sight here, amid concerns that Hebrew is gradually losing its place in the local business culture. The growing phenomenon has even caught the attention of Prime Minister Ariel Sharon, who recently called on leading local television service providers "Hot" (cable) and "Yes" (satellite) to reconsider their names. Any attempt to stand in the way of globalization, however, is doomed to failure, says advertising executive Ilan Zarmon. "English is no longer a foreign language," he says. Even six-year-olds are regularly exposed to English these days, Zarmon says, and singles out the role of the Internet and multichannel television in promoting English usage. (To read the whole article, go to www.etni.org/news/shunhebrew.htm ) ##### To send a message to the ETNI list email: etni@xxxxxxxxxxxxx ##### ##### Send queries and questions to: ask@xxxxxxxx #####