UUTUUS!
Finnish words like this are basically easy to translate
because they are being used in simple ways (that's to say, not in a sentence
where syntactical demands just complicate the word -- such as using it as a
direct objet! and forget about direct object and plural!). So
"uutuus!" is nothing more than "new!" and is found on about
50% of the packages in my local grocery store, on a rotating basis. But then
there are those words that appear prominently on packages containing food you
can identify (there is a picture, and the packaging is transparent), yet the
words do not match what you have learned to associate with the food. Such as
cheese, which is "juusto." On the cheese package I just bought
tonight, I read emblazoned across the front:
I knew that "ystävä" was "friend," but
what was this package trying to convey? After I ate some (oops! there goes that
intention again), I looked it up to find out what kind of friendly cheese I
consumed. It meant "bosom buddy." Which, for me, is now strangely
associated with cheese. So I have to confess: I have started to look for
pictures, prefer transparent packaging, and trust the good intentions of food
manufacturers (after all, they can't be out to sicken the public they depend
on, can they?). Besides, the cheese package told me that it was "parempi
valinta" (better choice), and my bosom buddy would not mislead me. Maybe someday I will figure out what the "10" means.
Tomorrow morning I am going to toast some bread whose
package screams:
NYT ENTISTÄKIN HERKULLISEMPI!
I don't care if it means "NOW WITH MORE REINDEER
PIECES!" -- I can see a picture of the bread, I can see the actual bread,
and who makes bad-tasting bread in Finland?
Author's note: "NYT ENTISTÄKIN HERKULLISEMPI!"
means something close to "NOW EVEN MORE DELICIOUS!" I finally broke
down and looked it up.