OQLF Demands Descriptors, the World Laughs

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When the OQLF tells us, with the rabid support of militant separatist organizations, that it is only 'natural' and 'reasonable' that companies operating in Quebec use a modifying French descriptor on logos and trademarks to pay respect to the francophone majority, it begs the question;

What does the rest of the world do?

And so we are fed the line that this demand for descriptors is one made all around the world and Quebec is no different from other jurisdictions that demand companies 'localize' their names.

I know this to be a lie, because the concept is utterly laughable, no sane government would ever demand that "Cirque de Soleil" change its name "Cirque de Soleil Circus"

Militant language groups have been front and centre spreading the misinformation (especially the Société Saint-Jean-Baptiste) about foreign descriptors, mostly by repeating facts that are clearly  not facts and  propagating the falsehood that descriptors are commonplace around the world.

Here is an example of one of the outright lies being peddled by the Société Saint-Jean-Baptiste de la Mauricie (SSJB), a regional offshoot of the SSJB. Spokesmen Jean Breton and Guy Rousseau held a news conference to demand that companies which sound 'too English,' add a French descriptor to 'respect' the locals.

Toy R Us in Norway (above) and in Japan (below.)

"The OQLF requires merchants whose image is English, to add a generic term or slogan in French.
For example, "Toys 'R' Us" could become '"Toys 'R' Us Magasin pour enfants'" (store for children..ed)
"If you're in Norway, it is normal to display in Norwegian, likewise in Japan. Why would it be different here? Because we are only eight million? "Asks Mr. Rousseau. "We must stop denying our roots and show a little pride," he adds. Link{fr}

The reality is that in Norway and in Japan, contrary to what Mr. Rousseau tells us, Toys R Us does not use any descriptor, nor does it translate its name into Japanese or Norwegian.

In fact the one person who commented under the story, said this;

"Before commenting, Mr. Rousseau would do well to check the facts... It's funny, we spent 17 days last summer in the Scandinavian countries, including Norway. One thing that struck us was the number of Burger King, Subway, McDonalds we saw, all displaying the name in English. In Copenhagen we even saw the prestigious Royal Copenhagen - more English than that ... Also, I'm sure that Mr. Rousseau would be disappointed to learn that in all the shops we visited, staff were happy to serve us In English." Link{fr}

Not only does the chain not provide descriptors, nor a translation into Japanese or Norwegian, a visit to a Toys R Us store in Japan would give our language inspectors an instant heart attack.
Take this tour on Youtube and count the number of language infractions that would be found by an OQLF inspector if Japan applied Quebec rules to its retailers. YouTube

By the way France doesn't demand descriptors as well.



Interestingly, a visit to the Norwegian Toy R Us website (written in Norwegian) shows that packaging for many toys are in English only.  Link

Readers, come with me for a world tour where we shall investigate the world of descriptors. We don't need an airline or train ticket, we shall stay in the comfort of home, making use of this newfangled internet to visit those international stores around the world.


So here are a bunch of signs from around the world that would have Camille Laurin rolling over in his grave.
Attention OQLF, SSJB, this post is for you;

From France, here's an advertisement that will curl your toes. Also nooooo descriptor!

Subway menu in Hong Kong.

ISRAEL.....That's some Descriptor! 'Kosher 'in English and Hebrew! Notice the 'OPEN' sign strictly in English

Subway in PORTUGAL. Fresh and tasty, but no descriptor

Subway in Bulgaria. Notice the  "OPEN" sign

Subway in Romania. 

Now readers lets us not confuse descriptors with translations.
Some countries who do not use the western alphabet translate the business name into something locals can understand.

This is not a descriptor, just a phonetic translation which reads BURGER KING

BURGER KING returns to  Marseilles France.

 Whats on the menu at this new Burger King in France?
"Whopper, SteakHouse, Chilicheese Burger, Big King, Tendergrill.."...Hmmmm.  Link

Descriptors in  Italy?  Nope, just an 'OPEN' sign

Here's a Walmart in Mexico that does have a descriptor. I wonder if this is what Mario Beaulieu is talking about!

Footlocker and No Descriptors 


This is not a Chinese descriptor, strictly a translation of the letters K-F-C into Chinese, which is often the case where the local population doesn't understand the western alphabet.


In Quebec KFC is PFK, as for the rest of the world, KFC is KFC...





 It's catchphrase translated, but not a descriptor...

Walmart in Mexico City





Best Buy in Mexico

 Banana Republic in Paris


 Gap on the Champs-Elysées in Paris 


How about some menus and how the local language is respected

If this menu from the French website of KFC was offered in Quebec, there would be riots. The logo in the top left corner has an English catchphrase.The buckets are not called 'Barils' as in Quebec and the name of the product is the completely English expression..."2'GETHER BUCKET"Other products include "Hot Wings" and "Crispy Tenders"



How about this online menu in Italy, not much effort to Italianize anything. Anyone for a "Crispy Chicken Deluxe"?


and finally this;


It seems as highlighted above, companies go beyond what they do in other countries to accomadate francophone Quebeckers, but it seems that it is never enough.
All in all, this whole issue of descriptors seems to be a  'Quebec versus the world' thing.

While the entire world embraces foreign logos and trademarks, Quebec whines that they are a threat.
When it comes to descriptors, Quebec is just about alone in the civilized world in its demand that corporate names be localized.It isn't normal or par for the course.

It is just plain hatred of anything English, pure and simple,
Descriptors aren't a matter of respect, they are a matter humiliation, something to be resisted at all costs and giving in to the blackmail is akin to allowing a petulant child get his way just because he will not stop whinging.
Next time French language militants make outrageous claims, let's call them out.