Begin with ‘the end’ in mind!
Garuda Indonesia patrons are encouraged to join their Frequent Flyer program where they can accrue air miles. But their promotion materials don’t always inspire confidence. This poster, displayed on the wall above the customer services desk at Ngurah Rai domestic, left me wondering whether it’s worth the bother. What use are air miles if you’ve reached ‘the end’?!
It’s another classic example of a large Indonesian corporation unwilling to have their ad copy edited by a native English speaker. Other Indonesian airlines have made similar gaffs: We Make You Fly (Lion Air), Fly Is Cheap (Wings), and my favourite from Batavia Air: Trust us to fly!
Not that Indonesians are the only ones to blame. Check out this study of English grammar on aircraft sick bags.
Welcome to Bahasatardised!
As Indonesia drags herself kicking kicking and screaming into the 21st century, her people attempt show their sophistication by using English in their ad copy and publications. Unbeknownst to them, their output is a constant source of mirth for the English native speaker.
