Cogitate the Context!

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The essay explores the implications of the phrase "SUUM CUIQUE," translated as "Jedem das Seine," used in a 2009 advertising campaign for coffee brands ESSO and TCHIBO. It highlights the historical context of the phrase, particularly its association with the Buchenwald concentration camp, where it was inscribed as a mockery of Jewish prisoners. The author critiques the ad writers for their potential ignorance of this dark history and reflects on the ethical responsibilities in language and marketing.