There’s a veritable explosion of new and revamped women’s magazines in the Netherlands this year. Maybe it has always been like this and I just never noticed. I do stay off the stuff myself.
The Dutch word ‘vriendinnetjes’ (‘friends that are girls’ – friends can be of both sexes in English) was made over into ‘vriendinnen’ (friends) with a ‘yes’ replacing the ‘tjes’ part, which in Dutch makes words all cosy and familiar. They did add an extra ‘n’ to pluralise the ‘new’ word, which makes it hard to read.
It’s not very clever word play at all. When you do get the joke, it’s not particularly funny or even interesting. I’m still dying to meet the people who come up with these lame slogans.