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Dutch Language

The Dutch language shows frequent use of diminutives; so does the Spanish language translation. In both languages, use of the diminutive suffix reflects something positive, whereas using the enlargement suffix turns it into something negative. The English language reflects the way Anglo-Saxons deal with action and time. They have a rich vocabulary expressing this, such as "down to earth," "feedback," "deadline." The English word upset expresses the way the English handle their emotions, with self-constraint. Upset is not translatable into most other languages.


The English concept of sharing includes more values than a translation in other European languages can include. It includes "generosity," "participating," "caring for fellow people," "not totally concerned with the self," and "communicating positive things." It includes showing "how good you are" and "achievement." It covers both the German translations of teilen and mitteilen or the translation of Dutch delen and mededelen and more than that. The Dutch and the Scandinavians have words for "togetherness" that express much more than "being together" and that do not exist in the Anglo-Saxon world. The words are gezellig (Dutch), hyggelig (Danish), mysigt (Swedish), and kodikas (Finnish). The Danes use it even in combinations like hyggetime ("together time") and hyggemad ("together food"). It means sharing your feelings and philosophies in a very personal way while being together in a small group.


An Englishman living in the Netherlands, when asked his opinion about it, will shiver and say: "It is so intrusive." The concept means preferring a dinner party for four people to a larger group, whereas a small group is not considered to be a dinner party by the British or the Americans, who tend to apologize if there are not more than two couples for dinner. For the Dutch and the Scandinavians, the concept can be used very effectively in Dutch advertising and marketing for the type of product used during such meetings, such as coffee, sweets, and drinks. The concept will not be understood by members of other cultures. The coffee company Sara Lee/Douwe Egberts has used it very effectively for advertising their coffee in Holland during the past century and has earned a substantial market share through its use.

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