Le franƧais is the language of lāamour. But there, it appears, lies le rub. Instead of tweeting about lāamour, the French have seemingly taken to calling it āloveā. They are also posting about ghosting, orbiting, zombieing, gatsbying, marleying, haunting, stashing and a host of other dating pitfalls that, you would be forgiven for thinking, can only happen in English. Not so, cried the French government. Ća suffit.
Franck Riester, Emmanuel Macronās minister of culture, has this week announced his intention to enforce, or strengthen, on digital platforms the decades-old Toubon law which compels advertisers to make sure they say things in French. Something they really havenāt been doing. From Air France telling flyers that āFrance is in the airā to the 2024 Paris Olympics commissionās promising sports fans the world over that the games are āMade for Sharingā, advertising in French is increasingly overrun with global online English, the flattened lingo of social media and the media that follow it.
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