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Learning English - Words in the News

31 May, 2006 - Published 10:57 GMT

Switzerland's secret weapon

With the World Cup only a couple of weeks away many people are preparing for a month's football watching. But what if you're not interested in football? Switzerland has come up with a surprising alternative.

This report from Imogen Foulkes:

Switzerland attracts thousands of holidaymakers every summer. But this year, Germany's hosting the World Cup and the Swiss Tourist Board is worried about loss of revenue - and so, its latest television campaign reveals Switzerland's secret weapon. Football widows take note: Switzerland isn't limited to beautiful scenery; it has beautiful men too ...
From smiling cable car attendants to sexy mountain climbers to ... yes ... farmers with a smooth line in milking and what's more, they're not that interested in football. Oliver Kirstalt of the Tourist Board insists this is a true picture of Swiss masculinity:

OLIVER KIRSTALT:

"It is a true picture of Switzerland. All the men are Swiss and are working in the real jobs and they're representing men in everyday Switzerland, yes ..."

The campaign has been tested on Swiss women and they love it. But while they like the marketing concept, they're not absolutely convinced these men exist:

SWISS WOMAN:

"Just go to the mountain and see the nice lakes and the view and the summits and there you might find a good man. But I wouldn't make too much ideas about that ..."

SWISS WOMAN:

"People out there in the world probably think about Switzerland as a conservative or more traditional country and I think this shows that we are the opposite ..."

REPORTER:

'But are Swiss men like that? Can I walk out in the street and find one like that?'

SWISS WOMAN

"Yeah, I guess so. Good luck ... " (laughter)

Well, a quick tour of the streets of Zurich reveals the sad truth that you can't believe everything you see on television. Still, if you want a break from football this summer, then Switzerland is waiting. Just one word of warning: a Swiss team has actually qualified for the World Cup - so those Swiss men, gorgeous or otherwise, might all be watching the match.

Imogen Foulkes, BBC News, Zurich

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loss of revenue
not getting money that was expected

television campaign
a series of advertisements on television

Football widows
women who can't have time with their husbands because the husbands are watching a lot of football

masculinity
the features and qualities of being male

the marketing concept
the idea behind the advertisements

summits
tops of mountains

conservative
with traditional, maybe old-fashioned attitudes

gorgeous
very attractive