Croatian Party Files Complaint Over Kaufland Ads

The news in Croatian

1. postaviti
   Staviti nešto na određeno mjesto ili u određeni položaj. ↩︎
2. jezik  (m.)
   Sustav simbola i pravila korištenih za komunikaciju. ↩︎
3. cilj  (m.)
   Ono što se želi postići ili ostvariti, namjera. ↩︎
4. povezivanje  (n.)
   Proces uspostavljanja veze ili odnosa između ljudi ili stvari. ↩︎
5. stranac  (m.)
   Osoba koja dolazi iz druge zemlje, pripadnik drugog naroda. ↩︎
6. komentirati
   Izreći mišljenje ili opasku o nečemu. ↩︎

Translation

Text comprehension

Question 1: What is the purpose of Kaufland’s campaign using posters in languages like Hindi and Filipino?

Question 2: Who is protesting against the Kaufland campaign and why?

Vocabulary

Croatian	English
postaviti	to place
jezik  (m.)	language
cilj  (m.)	goal
povezivanje  (n.)	connection
stranac  (m.)	foreigner
komentirati	to comment

Read the full story

In recent days, Zagreb has been adorned with posters from the supermarket chain Kaufland, which have sparked a range of reactions due to their use of languages such as Hindi and Filipino. These advertisements aim to connect with the growing number of foreign workers in Croatia. While some citizens commend the inclusivity shown, the campaign has also stirred political controversy.

The posters are strategically placed in various parts of Zagreb, from tram and bus stops to large advertising spaces along major roads. Among the notable messages is one in Hindi that translates to “Home is closer than you think.” These ads, besides showcasing languages rarely seen in Croatian public spaces, include Croatian translations and food images from specific cuisines like Indian and Filipino, promoting products available in Kaufland stores.

The Domovinski pokret (Homeland Movement), a political party, has reacted strongly against this campaign. They have filed a complaint with the State Inspectorate, advocating for the preservation of Croatian cultural identity. They argue that commerce should not overshadow the prominence of the Croatian language and culture. The party announced they would hold a media conference to express their viewpoint more thoroughly and discuss their legal actions against Kaufland’s campaign.

According to sources within the Domovinski pokret, the party is concerned about Zagreb potentially following other European capitals where minority languages dominate certain districts. Their stance is that the Croatian constitution and language laws should be respected by all businesses operating in the country.

Currently, Kaufland has not issued a statement regarding the political responses provoked by their advertising strategy. It remains to be seen how this will further influence the ongoing discourse on language and culture in Croatia.

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