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| Ihre 10 Minuten Englisch pro Woche |
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Dear email,
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Have you ever wanted to live or work in an English-speaking country? Many people have dreams of living abroad, but there’s little that’s dreamlike about the bureaucracy involved, which can be nightmarish. This week, we have an article for you with tips on emigrating to the English-speaking world, so you’ll know how to navigate different countries’ requirements.
We also have a column for you reflecting the enduring, atrocious legacy of racism in one of those English-speaking countries, the United States. And yet, Vice President Kamala Harris, a woman of Black and South Asian descent, has been nominated as a presidential candidate against a Republican candidate – He Who Shall Not Be Named – whose platform and party has fueled racism. America – a land of extremes, a land of paradox.
On the lighter side, we also tell you about an amusing online marketing hoax and a joke – ha! – about language learning.
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Judith Gilbert
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Editor-in-chief, Business Spotlight
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nightmarish: albtraumhaft, schauerlich | navigate sth.: hier: mit etw. zurechtkommen | column: hier: Kolumne | enduring: andauernd | atrocious: grausam | legacy: Erbe, Vermächtnis | descent: Abstammung, Herkunft | fuel sth.: etw. schüren, verstärken
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Word of the Week
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dead
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Did you know...? “Dead” is a slang way of saying something is really funny. Often used on social media, it’s an exaggerated way to respond to a hilarious meme or amusing content seen online.
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slang: umgangssprachlich | exaggerated: übertrieben
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© Illustration: Georg Lechner
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Ihr Gutschein für Business Spotlight
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Sie erhalten die erste Ausgabe unseres Abonnements gratis
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Grammar
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“So” and “such”
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Do you know when to use “so” and when to use “such”? For example, in these sentences:
“Cycling’s a great way to travel. You see so / such many small things that you never see if you’re in a car. We had so / such good food, too.”
“I’d rather go by car. It takes so / such a long time to get to places on a bike.”
“So” is used before an adjective or an adverb. It’s also used before much / many / few / little. For example: “She’s done so much cycling recently!” or “you see so many small things.”
“Such” is used before a noun or before an article + noun. For example: “She is such an adventurer.” It’s also used before an adjective + noun, with “a” or “an”: “It takes such a long time to get to” or “we had such good food!”
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© Image: Urban Vintage / Unsplash.com
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Quiz
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Vice presidents
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1. What is a slang term for the US Vice President?
A. VIP
B. Virtue
C. Veep
2. Which two powers does the Vice President have?
A. She can break a tie vote in the Senate.
B. She is the House Speaker.
C. She advises the president.
3. Who was the first Vice President of the United States?
A. John Adams (Federalist)
B. Thomas Jefferson (Republican)
C. Aaron Burr (Republican)
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break a tie vote: eine Stimmengleichheit aufheben
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© Illustration: Georg Lechner
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Answers: 1.C; 2. A and C; 3. A. Jefferson was second and Burr was third.
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The View from America
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“I can’t breathe”
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Did you know that swimming is one of the most unequal sports in the US? Allison Meakem reflects on the murder of George Floyd in 2020, and tells us why his brutal death made her think again about inclusivity in US swimming pools.
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© Image: iStock.co, Dall-E
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Intercultural
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Working abroad: emigrating to the English-speaking world
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One in 30 of us come from somewhere else, and that number is growing. If you've ever been tempted to pack up your bags and head to New York City or London to chase your dreams, here’s a practical guide to moving to an English-speaking country.
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tempt sb.: jmdn. reizen | chase one’s dreams: hier: Träume verfolgen
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© Image: iStock.com
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Social Media
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Michael Cera x CeraVe
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In early 2024, Canadian actor Michael Cera was photographed on the streets of New York, handing out samples of a skincare brand called CeraVe. The videos went viral on TikTok and Instagram, with people speculating that he might be behind the skincare company. It ended with a Super Bowl ad that made clear the advertising agency Ogilvy had worked with CeraVe and Michael Cera on a spoof. Business Spotlight’s Rachel Preece spoke to Ogilvy’s Liesl Lipford, executive group director, and Christine Cotter, social media manager, to find out more about the campaign, which won a Grand Prix at the Cannes Lions (advertising’s most prestigious ceremony) in June 2024.
Where did the idea come from to work with Michael Cera on a CeraVe campaign?
Lipford: CeraVe briefed us on an interesting mission: to be the most talked-about brand during the Super Bowl. They wanted to do something that would break the internet. During brainstorming, we had the insane idea to convince the internet that Michael Cera had developed CeraVe. We wanted to trick everyone, and then, reveal that it was a spoof during the Super Bowl. For the reveal, we wanted to announce that dermatologists were behind the brand, not an actor. That was the real point of it – that it’s developed by scientists.
How did Michael Cera react?
Cotter: He thought it was the stupidest thing he’d ever heard but he loved the idea of duping the internet.
How did it work in practice?
Cotter: We filmed everything in advance, also agreeing contracts with influencers, but we rolled it out so it felt as if it was happening in real time. The first thing we did was have an influencer, Haley Kalil (6m followers on Instagram), post that she’d seen Michael Cera signing CeraVe bottles in a Brooklyn pharmacy. We worked with the pharmacy to ensure the bottles were on the shelves on the day she posted. People went there to check. It was just weird enough that people didn’t know what to believe.
Lipford: It was such a tight schedule. As soon as the Haley Kalil video dropped, our PR team pitched celebrity shots to the news and gossip publications, for example. We were relentless with the rollout and didn’t let the conversation die. Something new happened every day. It was incredibly orchestrated.
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sample: Muster, Probe | spoof: hier: Scherz | executive: leitend | break the internet: hier: große Aufmerksamkeit im Netz erlangen | insane: verrückt | trick sb.: jmdn. reinlegen | reveal sth.: etw. enthüllen | point: hier: Sinn, Zweck | dupe sb./sth.: jmdn./etw. reinlegen | roll sth. out: etw. lancieren | weird (ifml.): seltsam, merkwürdig | schedule: Zeitplan | drop (ifml.): hier: online gehen | pitch sth. to sth.: etw. etw. in großer Zahl zukommen lassen | gossip publications: Klatschpresse | relentless: unablässig | incredibly: unglaublich
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© Image: CeraVe
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Im aktuellen Magazin
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TikTok made me buy it!
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The best social media platforms for businesses | How to emigrate to an English-speaking country | Onboarding new colleagues
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Joke
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Foreign language
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Two friends are taking a walk when a big car pulls up to them. “Parlez-vous français?” says the man in the car. The two friends stare at the man and say nothing. “Sprechen Sie Deutsch?” The two friends continue to stare. “Fala português?” Neither friend says a word. “Parlate italiano?” Still, no response from the friends. Finally, the man drives away. One friend turns to the other and says, “Maybe we should learn a foreign language.” “What for?” the other one asks. “That guy knew four, and what good did it do him?”
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© Icon: Freepik via flaticon.com
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Quiz
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Wales
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Wales is a popular destination for British holidaymakers. Thanks to its historic castles, beautiful beaches and excellent hiking opportunities, it’s attracting ever more international tourists. More than nine per cent of the Welsh population is now employed in the tourism sector, according to the Welsh government. Test your knowledge on the country in our fun quiz!
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holidaymaker (UK): Urlauber(in)
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© Image: Joahua Earle / Unsplash.com
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Mitarbeit: Dennis Draber, Judith Gilbert, Susanne Krause, Nadia Lawrence, Mae McCreary, Richard Mote, Rachel Preece, Inez Sharp
Folgen Sie Spotlight und Business Spotlight auf Instagram.
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