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Monthly Archives:
November 2009

Får Your Information

This is a confusing example of an ad that’s either too smart or too sloppy. It’s very hard to say whether it’s consciously using, or itself falling victim to a pronunciation mistake Swedes commonly make: that words beginning with sh… (sheep, for example) is pronounced the same way as words that begin with ch… (cheap, […]

Under Tiden

Under Tiden (Swe) is translated as “in the meantime”. The literal meaning = “under the time”. Meantime – a combination of the words mean + time. “Mean” refers in this case to “an average”, or “in the middle”. The time in between two instances? This is not really what it means! It is rather something […]

Then-time /Now-time/ Front-time

The past in Swedish = dåtid, which translated back to English is “then-time” • the time that was then, before now The present in Swedish = nutid, which translated back to English is “now-time” • (self-explanatory) The future in Swedish = framtid, which translated back to English is “front-time” • the time that is in […]