TEHRAN: It is Iran\u00b4s answer to the Academie Francaise, keeping the Farsi language safe from the corrupting influence of foreign words. Its latest, unlikely target: something called “Nutella Bars”.
\nThe state-run Academy of Persian Language and Literature has imposed a number of changes in recent years, particularly aimed at curbing the intrusion of English.
\nIts success has been varied.
\nMost people now use the Farsi word “balgard” (meaning “spinning wings”) instead of “helicopter”.
\nBut practically no one — except perhaps newsreaders on state television — calls their fax machine a “durnegar” (meaning “distant message-receiver”), or uses “rayaneh” (“organising machine”) when they mean “computer”.
\nThe Academy\u00b4s latest target has caused some bafflement: a popular chain of waffle and crepe cafes called Nutella Bars after the Italian hazelnut and cocoa spread in which they smother their snacks.”The authorities said the signs must change. They are very strict about it,” said a staff member at one branch, asking not to be named.
\nTo the amusement of many on social media, the Academy suggested the chain rename itself “Hot Bread, Hot Chocolate” in Farsi.
\n“Unfortunately, places called Nutella Bar have recently been spreading in Tehran,” wrote the head of the Academy, Golamali Hadad Adel, in a letter to police last month.
\n“In these shops, chocolate is served with special bread and ice cream. The Academy proposes the use of \u00b4Hot Bread, Hot Chocolate\u00b4 for these shops.”
\nSeveral branches around Tehran have already taken down the original logos, although they do not appear keen on the Academy\u00b4s name suggestion.
\nOne branch\u00b4s half-hearted effort seemed somewhat tongue-in-cheek, opting for the meaningless “Nubella Art”.
\nTechnically, shops in Iran are banned from using foreign names, though this is widely flouted and newcomers are often surprised about the amount of English used alongside Farsi in public spaces — from street signs to billboards to shop fronts.
\nGiven the many unlicenced Levi\u00b4s, Apple and IKEA stores in Iranian cities — all operating without permission from the official companies in the isolated Islamic republic — it is not clear why the Nutella Bar chain was targeted, though some have suggested the word “bar” may be part of the problem in a country where alcohol is illegal.
\nBut despite a random and occasionally clumsy approach from the Academy, experts say its work is important.
\n“Farsi has been under continuous pressure for centuries, including by Arabic,” said Mohammad Ali Zamani, a historian at the Kharazmi University in Tehran.
\n“At times, its decisions are not carefully considered… but the Academy is seeking to preserve the creativity of our language,” he added.
\nThe Academy has its roots in the 1920s, when king Reza Shah ordered the replacement of many Arabic and French words that had entered common usage, although “merci” is still used today to express thanks.<\/p>\n","protected":false},"excerpt":{"rendered":"
TEHRAN: It is Iran\u00b4s answer to the Academie Francaise, keeping the Farsi language safe from the corrupting influence of foreign words. Its latest, unlikely target: something called “Nutella Bars”. The state-run Academy of Persian Language and Literature has imposed a number of changes in recent years, particularly aimed at curbing the intrusion of English. Its […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1793","post","type-post","status-publish","format-standard","category-world"],"yoast_head":"\n