[etni] Local businesses shun Hebrew names

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  • Date: Tue, 5 Apr 2005 00:50:38 -0700

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(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 )


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