I recently saw a new commercial for Tsomet Sfarim, one of the two biggest book store companies in Israel (the other is Steimatzky). In the commercial, a kindergarten girl put a sticker with a 100 NIS price tag on it on her father's forehead, and says, 'Aba bemea!', which means 'daddy for 100'. One of the employees corrects her and says, 'Lo "aba bemea", arba' bemea (Not "daddy for 100", "four for 100").' The commercial promotes a four books (only from the list of books which are on sale, which means all the new, popular ones which are easily promoted) for 100 NIS sale.
It took me a while to notice this, and I'm quite ashamed of it, but the employee made a grammatical mistake. She used the feminine arba' instead of the masculine arba'a for the masculine noun 'books'.
This kind of mistake is characteristic for lower society. This is disgraceful for a company to use such grammar and promote books.
But I must say I liked the optimism in showing a kindergarten girl being happy in a book store.
Unum diem...
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