In the German Elle that I brought back with me, I see two pages side by side that are a great example of the place of English in German society – and how easy it is even for fluent speakers to misunderstand a foreign language / culture.
On the right, we see an ad for a product entirely in English. It’s very common for German ads to use English product names (e.g. Loreal’s “Made for me Naturals”) or slogans (e.g.”Everywhere at Home” for Schneiders of Salzburg, both examples taken from this magazine). But this is the first ad I’ve ever seen entirely in English, picturing an American icon and commemorating an American achievement, the walk on the moon. This is for a German public! Why would non-Americans, unless they were space enthusiasts, care about wearing the same watch (Omega Speedmaster) that Neil Armstrong wore on the moon on July 20, 1969?
And on the left there’s an article about a new service in New York (which seems to be the most happenin’ city on the planet in German eyes) called Wing Women, which provides shy single men with women who will accompany them to bars and other social spaces, help them get a conversation started with an attractive woman, and then discreetly withdraw once it seems like they can take it from there. The phrase wing woman is of course a variation on “wing man,” which originally referred to a pilot who supports another by flying beside him and a little behind. I think the German authors of this article must have scratched their heads and asked “why is this business called Wing Women?” and, not knowing the English idiom, come up with their own explanation. Namely, these women are called Wing Women because “in a metaphorical sense they lend wings, by smoothing the way of self-conscious single men to their dream woman (my translation from German).”

