I take it as a given that I am not part of a target audience for
Le Fooding, the French culinary media outlet. If Le Fooding were principally after my clicks, and those of other Anglophones, the name Le Fooding would of course never have been chosen, for in English it sounds unappetizingly like something Jabba the Hutt would demand of his chained servants.*
The publication's name is a mongrel French pun composed of two adopted English words, 'food' and 'feeling,' which I need hardly explain are not as sonically compatible to Anglophone ears. But the French, whose language lacks gerunds, find the "-ing" suffix very exotic, and tend to use it in curious ways. (Cf. '
shampooing,' a noun in French, and my personal favorite monstrosity, '
relooking,' another noun, signifying a makeover.) French is a rather more rigid language than English, and when considered on the level of the individual, I find the free-spirited, fingerpainty way the French employ English grammatical forms to be an inspired form of resistance : a supplementary lexicon not governed by the Academie Française.
In certain cases, however - particularly when mangled English is used in advertisements and other corporate discourse - I can't help feeling it bespeaks a certain myopic pomposity. For such usage necessarily contains one or both of the following assumptions: a) that no one to whom the language will sound strange will ever read it, and b) that it won't matter if they do. Both assumptions betray a rather dim awareness of the nature of the new media environment, not to mention a sloppiness with meaning that is unbecoming of any service that purports to transmit information. All this is on glorious, spell-binding display in Le Fooding's recently launched
English version of its website, in the production of which, it seems safe to assume, no native Anglophones were consulted. Word salad? Word soup? Feast away, it's all there.