Pitfalls of Advertising in an Unfamiliar Language
When advertising in a foreign language, advertising translation services are absolutely indispensable. Whole websites exist purely to highlight hilarious missteps by those who miss language nuances when advertising in an unfamiliar language. While they say that no publicity is bad publicity, it’s best to avoid becoming a punch line.
Effective marketing combines pleasing images, clever language, cultural and social awareness, and a hefty dose of psychology. Any one of these aspects, if done poorly, can kill a campaign before it starts. A full and comprehensive understanding of the language and culture of the target market allows campaigns to run seamlessly across language barriers.
English alone has a multitude of words and phrases which seem interchangeable to those who are new to the language. For example, the phrase “in case of emergency, break glass.” This notice, found on fire extinguishers and fire alarms, is perfectly clear. If someone is not familiar with the language, though, that phrase can very easily be mangled into something like, “caution: if fire, break wind.” Hilarious, but entirely unhelpful.
It can take years to accurately navigate an unfamiliar language’s synonyms, homonyms, and homographs. People often get these mixed up even in their own languages. You can find examples of this everywhere. “Their”, “there”, and “they’re”; “your” and “you’re”; these words alone wreak havoc with native English speakers, not to mention people who have English as their second or third language. Language is a delicate thing, prone to misuse and disaster. For this reason, excellent translation services are crucial for good business.
For more information about advertising translations, please contact us.
Avoid the Productivity Trap
Betty Friedan knew what she was talking about when she said, “You can have it all, just not all at the same time.” The idea that productivity equals value is an outdated and incorrect business model. It leads to exhaustion, frustration, and burnout. Mind Café defined the productivity trap as “a compulsive need to always…
Is your company providing the best Customer Experience possible?
Customer experience is crucial to every business’s success. It determines the business’s ability to foster customer loyalty, generate revenue, and differentiate its brand. Benefits of delivering an excellent customer experience: More customer satisfaction More customer loyalty More recommendations More positive reviews What is the customer experience? The term, also known as CX, refers to…
Agile Project Management vs. Waterfall Project Management
What was once a means to keep software developers on task, and within the scope of their projects, Agile project methodologies have pushed the boundaries of what it means to manage a project and be part of a project. Even further, agile leadership has become a near-standard for managers across the globe. Let’s take a…
We’d love to learn more about your translation and localization needs.