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Find here Atidma’s news and some linguistic anecdotes.

The importance of words

The IKEA case

The Swedish furniture giant, narrowly avoided an odd one thanks to the sharp eye of a linguist.

A range of glasses had been named "svalka", which means "refreshing" in Swedish, but ... ... "waste disposal site" in Russian. The group’s Moscow team solved the question by elucidating the final "a".