Buzzword

Word for word, non-word for non-word

The jury doesn’t make life easy for itself when selecting Switzerland’s word and non-word of the year. The non-word it chose for 2016 even includes an English word (thus neatly encapsulating two of this newsletter’s themes!): “Inländervorrang light”, a concept which could be conveyed as “priority for people already in Switzerland, but not in a nasty way”. The jury justified its choice as follows: “This typically Swiss linguistic creation reflects the trouble politicians have implementing a referendum decision while endeavouring to keep everyone happy: winners and losers amongst the voters, the EU, resident job-seekers.” This wish to keep everyone on board is typically Swiss ... 

Before we return to our pet subject (namely Apostroph Group and what it can do for you), here’s one last thought: can a word really be a non-word? It is, after all, a word – it consists of four letters and conveys a meaning, or as the dictionary explains, it is: “... a single distinct meaningful element of speech or writing” – and can be generally understood... 

But don’t spend too much time thinking about it – simply put your trust in Apostroph Group. Being typically Swiss ourselves, we too like to keep everyone happy – including you: our language professionals clear your texts of Swissisms and other non-words and provide you with access to 48 languages – word by word, sentence by sentence, text by text, ensuring that your communications come through loud and clear – worldwide. You have our word for it!