Remember Wichale

The level of language proficiency is in an alarming degree of free fall. In particular, English language mastery seems to be an elusive skill that perpetually evades the Ethiopian school system. The generally low standard of language ability is certainly not limited to English, which after all, is not native to Ethiopians, but also affects Amharic and other local languages.

Linguists point to the abolishment of 'Siwasw', literally grammar lessons during the Derg period. This foolhardy policy led to a deterioration in basic communication skills which carried on into spoken and written English. There is a direct linkage with the ability to speak well in one's own tongue and the ease with which a foreign language can be acquired.

The ills blighting Ethiopia's education system in general and English language teaching in particular are not the topic at hand, as this is an immensely complex problem of many dimensions. The issue is rather, to explore what can be done to avoid being the butt of tourist jokes.

Globetrotters often share anecdotes over a cold beer in some third world city, say in Addis, and amuse themselves with what to them are quaint oddities of developing nations. Language blunders are the most common incidents and here; Addis Ababa must be a contender for the most mis-spelt, English murdering city in the world.

A reader may be inclined to think that all this is rather humorous and it would be, were it not a sad case of yet another avoidable problem affecting our capital city.

It is high time that what with the approaching Ethiopian millennium festival and celebratory millennial year, state, public and yes, even foreign business establishments give urgent thought to editing their promotional items and services.

Signboards indicating a business are the most popular targets of tourist jokes and as ever Addis is not one to miss out on an opportunity to set more records in things bad. We all know of Stationary shops, Barberry hoses, Cloth shop and Tailor, not to mention Best Buttock and Supper Snack bar.
Let alone the average salary man's restaurant many of the smartest and trendiest eateries might as well add their menus to the list of entertainment options on offer as a sort of "apretib" before the ambergur, fool, espaget, soap and desert of course.

First impressions are lasting opinions and business persons in virtually all sectors are advised to re examine their corporate name to check for sense, spelling and graphics - as some do write out their names in horror flick fonts.

The first thing to realize is that spelling errors automatically affect the meaning or sense of the name. The survey conducted by our paper has revealed an alarming complacency.
A certain 'stationary' supplies shop owner, very friendly up to that point, became almost violent when told politely to rub out that 'a' and replace it with an 'e' as stationary meant not mobile… Turning away, he mumbled 'its just one letter'. This, from a citizen of a country that proudly fought and won a war against Italy over a three-letter word!