Last but not least: Come in and find your way out again

 The majority of people do not understand the English slogans in advertising, studies have shown. We reported on this briefly (see ). Now the all-clear can be given: According to a study on the effect of English slogans in Swiss-German advertising, it does not depend on the language whether a claim resonates with the viewer or not. To be appealing, a slogan does not necessarily have to be in English. The fact that many English claims are not understood by viewers is not necessarily a disadvantage for the author of the study, Ursina Kellerhals. She is quoted in the Aargauer Zeitung as saying that the blurring of meaning allows everyone to interpret the claim in the most credible, positive or ideal way. At this point, we are reminded of Douglas' unforgotten claim: "Come in and find out", often translated as "Come in and find your way out". Those responsible probably found this interpretation anything but credible, positive and ideal. The new slogan is bland but unmistakable: "Douglas makes life more beautiful".