To get the best results from your website localization or eLearning translation in Portuguese, here are some of the most important aspects to consider.
Spoken by over 279 million people worldwide, Portuguese is the sixth most widely spoken global language. Portuguese is the official language of nine countries. It is an official language in the Special Administrative Region of Macau, as the region was a Portuguese colony from 1557 to 1999 before being handed back to China. If you’re looking to grow your business internationally, there are a lot of good reasons to consider offering your customers Portuguese language support and a website localized in Portuguese.
Portuguese is one of the fastest-growing global languages. The language has grown from 65,064,027 speakers in 1921 to 258,003,327 today, a 297% increase over the past century. While the language is associated with the country of Portugal, Portugal itself has only around 5% of the world’s Portuguese speakers. Most Portuguese speakers are in Brazil, with around 211 million speakers. What makes the Brazilian market attractive for businesses is that it is the second-largest economy in the Americas, ranking 8th in terms of global nominal GDP. Brazil is also the 10th largest eCommerce market in the world.
In terms of creating a localization strategy, it has become a lot easier since written Portuguese became fully standardized in 2015. What does this mean exactly? The Portuguese Language Orthographic Agreement was created to help establish one single common spelling for all Portuguese-speaking countries. While the discussions that led to the agreement started in the 90s, it required prolonged deliberation, edits, and a six-year transition before finalising it in 2015. This standard ensures that the spelling of the majority of Portuguese words is consistent throughout business and education globally.
Portuguese originated from Latin and developed in the Western Iberian Peninsula. Roman soldiers brought Latin to the area around 216 BCE. The oldest written records of Portuguese date back to the 9th century; at the time, they still contained many Latin phrases. After Portugal became independent in 1139, Portuguese began to become more and more prevalent. It quickly became the common tongue of the people. In 1290, the first Portuguese university opened in Lisbon, and from there, Portuguese was given its name and was made the official language of the country.
When the Portuguese empire began to colonise in the 15th century, it brought the Portuguese language to different parts of Asia, Africa, and the Americas, becoming the lingua franca in some of these new regions.
While the written language may be standardised, it doesn’t mean there aren’t other differences to consider when considering a marketing translation in Portuguese for your business. While each region can understand the other, there are substantial differences between the European and Brazilian dialects.
These pronunciation differences are especially important if you need an eLearning voiceover for your content and use foreign language voice-over talent on your website or platform.
There are noticeable differences in how the pronoun “you” is used in each region. Portugal uses tu informally, and você is used formally. In Brazil, however, both tu and você are used informally.
Translator tip: When using você, conjugate the following verb in the third person.
As mentioned previously, spelling has been standardized across the Portuguese language, but there are still some subtle differences that remain. Brazil is much more likely to take influence from English, whereas Portugal has remained closer to its Latin roots.
There are various grammatical differences between these two dialects, but here are the most notable.
Just like there are differences between Brazil and Portugal, your localization strategy will need to consider other Portuguese markets you intend to target.
Even within the few examples in this article, it should be apparent just how important it is to have a localization strategy. A considered strategy ensures you get a quality translation that is culturally relevant for your brand in its new market. When coming up with a localization strategy in Portuguese, here are a few other additional tips to help get you started.
Make Into23 your language and localization partner with our team of translation experts. Into23 has all the translation solutions to help your business reach the Portuguese markets or any global market that suits your business’s needs. Contact us today for a free quote and get started on your Portuguese localization expansion today.
NLG is a type of AI and language translation technology that is becoming more prominent in business platforms.
NLG standards for Natural Language Generation and it is changing the way we interact with machines and the way businesses gather data. What is NLG exactly, and what makes it different from other technologies? With the compound annual growth rate of the NLG market expected to reach 1.6 billion dollars by 2027, you need to know about NLG.
NLG is a type of AI that automatically processes data into sentences and stories, in either written or narrative form, in a way that’s easy for us humans to understand. The NLG can take massive amounts of data from pre-set templates to form a sentence, reply, or inquiry that reads like a natural human conversation. This data and our inputted responses to this data create and add to a database of information that businesses and researchers can use to improve a process or product.
NLG is being used for a vast array of applications, and chances are that you’re already encountering and engaging with this technology daily. Here are a few broad ways that both businesses and consumers use NLG,
NLG has become one of the translation solutions used by global businesses as part of their website localization, eLearning translation and more. NLG is used as part of the machine translation post-editing process used by international translation companies and translation agencies online.
NLP is a blanket term that refers to NLG and Natural Language Understanding (NLU). NLP is a framework that converts unstructured data to structured data. NLU is the ability of a machine to use syntactic and semantic analysis to gather meaning from a piece of text or speech. It is the NLG that allows devices to create content from the NLU data content. In short, NLU lets a computer understand what data the user is giving it. At the same time, NLG provides data back to the user from the computer in a way the user can understand, thus the Natural Language Process.
Making an NLG requires several steps and a substantial amount of NLU data to create content that resonates and sounds natural. Whether it’s a chatbot or a machine translation tool, these are some of the steps and considerations that go into making an NLG,
NLG has created ways for businesses to communicate data efficiently and effectively, which increases productivity and reduces business costs. It presents data and information in an accessible manner while collecting big data that will lead to specific insights into a business. NLG has been used in different business industries, from insurance, retail, finance, media, eLearning platforms, eCommerce and eCommerce translation, manufacturing, translation management and more.
While technology has come a long way, NLG is still limited compared to real human writing and semantics. NLG can only act on the NLU data, which, currently, doesn’t stack up to the ingenuity of human writing and content, which makes the quality of NLG content one of its biggest weak points. NLG, however, is not without its merit as the NLP is superb at generating human insights from big data, especially at a volume that we, as humans, are not capable of producing. As NLG can be used in various markets, it is a valuable tool that can be used in many ways for any business. Take translation and localization, for example.
For businesses that want translation and localization services to expand into other global markets, NLG is an important part of a quality translation. Translators use machines to help expedite the translation process and fine-tune it with their human expertise. This process is called machine translation post-editing.
Into23 provides translation management and translation solutions that cater to your business. Into23 can help you use an NLG in multiple languages for your business; whether it’s a customer support chatbot or transcription services for a voice assistant, Into23 can help your customers interact with your business better.
Gaming has gone global, meaning that if you want your game to be successful, it’s time to localize.
Worth more than $300 billion and with an estimated 2.7 billion gamers worldwide, to say the gaming industry is big is a slight understatement. With the increased means of online gaming and the ability to play with others from various regions across the globe, companies have had to step up and improve their customer experience and look towards multilingual translation services and player support.
Gaming localization, however, isn’t as straightforward as a website localization strategy. The interactive and visual aspect of gaming makes the translation process of games much more complicated. While gaming localization and multilingual player support may be more extensive, it is necessary to have a game reach the global market.
Expanding a game globally is essential to ensure the game’s success and longevity but knowing this aspect is just one of many challenges with gaming localization. A game that is poorly localized will feel the wrath of the gamers that have played it and can demolish all the hard work that has gone into the game’s creation.
The video game market is expansive and widely different depending on what part of the world you’re in. For example, the popularity of different video game platforms, such as PC, console or mobile, varies by region. Currently, the top three video game markets worldwide are China ($40.95 billion), the US ($36.92 billion) and Japan (18.68 billion), but each of these regions tends to favour different platforms. Consoles are popular within English-speaking countries like the US, but they are harder to attain in other markets, whereas in China, mobile games rank at the top of the most played. These differences make cracking into these gaming markets challenging as release strategies and various localization strategies and support are needed.
Once you’ve decided where to expand, you need to consider all of the aspects of the game that need to be catered to for that market so that your gamers get the best experience. Gamer engagement is key to keeping people playing, spending money, and coming back for more, so any blunders in the localization process change the experience for your gamers and potentially result in poor sales and retention.
Translation blunders have brought failure for even the biggest companies, and the gaming market is no exception. With the direction that gaming is going, especially with most games having some online aspect to them, gaming translation and localization and refinement are quickly becoming tied to a game’s success.
CD Project Red did such a masterful job of localizing the Witcher 3 that this 2015 game still holds sway today and is one of the company’s selling games with many active players. Its effective localization was executed so well that it could pass for a locally-made game. Gaming translation services and proper translation management were used for each specific market that the game was released. The production crews even temporarily moved to where the game was being localized to create a truly authentic local experience. The game’s voice-over local accuracy has been one of its most highly regarded features.
The success of this game is a testament to the power of an organized and properly executed localization strategy.
For a gaming series as large as Call of Duty, Activision should have known better. There was a massively controversial translation error in this game that became so notorious that it’s still held up as a standard of what not to do with gaming localization.
When Modern Warfare 2 came out in 2009, there was a mission in which one of the characters said, “Remember, no Russian” this was to remind the character not to speak the language. In the Japanese version of the game, however, this quote was translated to “Kill them. They’re Russians”. This translation was so controversial that Sony Russia decided not to release the game in its Playstation store. While this quote was the most notorious, the game was, overall, so poorly translated that gamers often had to ask for additional assistance to get through missions. The game has since been remastered to fix these mistakes, but the errors of the initial release are not likely to be forgotten.
Taking the time to find the right translation solutions for your game will help to avoid disasters like this one.
Knowing what translation aspects are needed for your game is essential, as gaming is an immersive, interactive, and media-rich experience that requires much more than a mere translation to be understood and appreciated by a new audience. Will your game’s story carry the same meaning or impact in a new culture or region? Does that culturally-specific joke mean the same thing in another country? Will the game’s imagery create the same atmosphere for a different culture? Do you require foreign language voice-over talent or foreign language transcription services? What about customer service access in multiple languages?
Here is a brief list of the most common aspects of gaming translation to consider,
It’s also easy to miss items such as the game’s social media pages and forums, customer service pages and contacts, marketing materials and advertising (digital and print), product packaging such as instruction manuals and user guides, localized product pricing, and website localization for the game.
Even with this short list, it’s obvious how much work is needed to ensure a quality translation and localization of a game.
If you’re ready to localize your game and don’t know where to get started, here are a few ways you can prepare for gaming localization,
At Into23, we offer gaming translation services and expertise for any language and region. Make us a part of your game’s global success with our high-quality translations and expert translation management to help make your game the next big thing. Ready player one? Contact us today to get started.
If you have any international business, the resounding answer is yes.
It’s nearly impossible to get recognised as a business today without an online presence, so it would be neglectful not to have one as part of a marketing strategy. So when do you start to consider website translation? And more importantly, what about website localization?
Localization is the process of having your website be international but sound local. It means adapting your website so that your brand is approachable in a target language. That means not just translating the words from one language to another but also considering the cultural context of the target language you’re translating to and the currency. A plain translation will not be sufficient enough to win over your new audience, as what’s said in one language may not translate so well to another. That’s where localization steps in.
International translation companies specialise in website localization and translation management for businesses to ensure that a company and their brand are understood and received well in a new target language and area.
Website translation or any localization and translation is often seen as a burden, and its necessity is sometimes questioned. Why not just leave the website in English? If you have any international customers, you not only owe these customers the diligence of having the content properly translated into their native language, but you are missing out on revenue by not doing so.
It’s no longer acceptable to have a monolingual website when you have an international base of customers. English may still be dominant, but this landscape is quickly changing. Estimates find that English makes up for around 60% of the content on the internet, yet native English speakers only make up around 5% of the global population.
Still not sure if you’re ready? Ask yourself the following.
What about if you have customers that are bilingual or non-native speakers of other languages? Well, a study performed by the European Commission in 2014 surveyed internet users across the EU, of which English is generally well used and received, found that,
The takeaway? If you are getting traction internationally and you’ve not localized your website, it’s time to.
It’s currently estimated that 66% of users are using a machine translation when making a purchase online. Why is this acceptable when consumers could have a more efficient experience in their native language? Machine translation isn’t enough to guarantee purchase and can still confuse customers since machine translations without human editing often contain errors. If you truly want to be an international company or are thinking of becoming international, then you need a professional website translation service.
An updated 2020 study by the Common Sense Advisory produced some eye-opening statistics. The study took samples from 29 different countries and asked users about making a purchase online and found the following remarkable results,
What’s more, in the last study performed in 2014, the following results were also found.
As international demand increases, especially with the ongoing pandemic, this need will only continue to increase.
Localizing a website will only benefit your company and open new opportunities that wouldn’t have been present otherwise. Here is what localization and translation can do for you.
Conclusion? Website localization is the way forward for a global-minded website and business.
The only way to ensure a quality translation and localization of your website is to hire and partner with a marketing translation agency. It’s important to find a translation partner that knows your business and the areas that you’re aiming to localize. International translation companies have certified translators at their fingertips and know the ins and outs of translation management no matter what the project. Business translation and localization won’t have to feel overwhelming when you have professionals on your team to get it right.
At Into23, we specialise in high-quality translation services in all languages with an impeccable turnaround so that your business can get global as fast as possible. From website localization services, eCommerce website translation, translation project management and more, Into23 has all of your translation solutions.
Marketing translation and translation, in general, have a long and robust history. How did the modern translation industry become what it is today?
What is translation? In its simple form, it means to turn symbols from one set to another, such as words from a body of text in one language to that of another. Translation and its emergence have played a very important role throughout history in bridging cultural and linguistic divides that have evolved through trade as well as a means of spreading traditions and religious beliefs.
Where and how did translation evolve? How has translation changed today, and how will it be used in the future?
Sumerian bilingual text – Photo from Wikimedia – Caption – “This is the first known Sumerian-Akkadian bilingual tablet which dates back to around 2270 BC. The practice of translation is believed to have begun in Mesopotamia.”
Scholars believe that writing began to emerge in humans some 5,550 years ago. First, with early pictorial signs in early Mesopotamian and Egypt, we have evidence of fully-formed writing platforms as early as 1300 BC in China. With the development of written communication, translation became a necessary means of communication for the growth of populations and trade. While translation started within the trade as a business translation for financial means, translation eventually found its way into culture, art, and religion as it proved to be an effective means of spreading your beliefs, values, and traditions to other people.
The word “translation” and it’s meaning come from two different languages. The word itself comes from Latin and means “to bring or carry across”, but its meaning is also derived from the Ancient Greek word metaphrasis, which means “to speak across”, which then led to the word metaphrase, which means “word for word”. While the meaning of translation comes from these ancient languages, it is believed that those in the Mesopotamian region were the first to practice the art of translation.
One of the earliest known pieces to be translated is the Sumerian poem, the Epic of Gilgamesh, which was translated into Asian languages in 2100 BC. From there, one of the first known significant translations is that of the Old Testament in the 3rd century, as the bible was translated from Hebrew to Greek. Between A.D. 383 and 404, a man named Eusebius Hieronymus, or St. Jerome as he would become known, translated the bible from Greek to Latin. What made St. Jerome’s translation so innovative is that he first translated the text from Greek. Still, he then went back and checked his newly translated Latin text against the original Hebrew version (since he was fluent in all three languages) to increase the translation accuracy. St. Jerome also endorsed the transcreation method rather than the traditional word-for-word translation. In a letter St. Jerome wrote to his friend on the best methods of translation, he said,
“For I myself not only admit but freely proclaim that in translating from the Greek, I render sense for sense and not word for word, except in the case of the Holy Scriptures, where even the order of the words is a mystery.”
With his masterful translation of the bible and the concepts that he created, St. Jerome became one of the most prominent translators in history. St. Jerome died on September 30th, 420, and since then, St. Jerome has become the patron saint of translators. September 30th is also officially recognised as International Translation Day.
The earliest days of translation required the work of educated polyglots or at least bilinguals who would painstakingly translate passages of text by hand. This work would take translators months and sometimes even years to complete. The advent of the printing press made things somewhat easier as the translations became more consistent.
With the printing press, documents only needed to be translated once before being typeset and then run repeatedly. While this method was more efficient in producing copies, if there were any errors in the translation, they too were also reproduced, and there wasn’t a quick method to fix this. As a result, any translations with errors used as foundational pieces for translation into other languages meant that further errors followed and compounded into the next translation.
It wasn’t until the late 20th century, with the emergence of machine translation and machine translation post-editing, that made the translation process became more consistent.
With the emergence of machine translation and platforms like Google translate, anyone can get a quick and immediate translation of nearly any text. However, just like in the early days of translation, machine translation alone is prone to many translation errors, especially since machines can’t translate the cultural concepts, idioms, etc., that make human language so robust. Machine translations are decent at finding concordances at the sentence level but fall flat when making suggestions at a morphological level. This is why international translation companies now use machine and human translations in a process called machine translation post-editing.
Even with current technology, machine translation doesn’t compare to human translation, which is what makes machine translation post-editing the most effective means of translation. Translators use a machine to translate the text first, a process that helps expedite the translation process, and then once the content has gone through a machine, the translator will then go through it and edit and compare it to the original text. This results in an accurate, reliable, fast, and quality translation for the client or business.
Related: How to be a translator in 2022
Regarding translation management, translators today don’t need to be polyglots anymore. Still, most translation companies want translators who are experts in language pair translation, meaning a translator needs complete mastery of two languages, as well as subject-specific expertise (i.e. English-Chinese legal translation). Language pair translations ensure you get the most accurate and quality translation.
While machines have made things easier in the translation industry, and I’m sure even St. Jerome would be impressed with the progress that has been made, as of yet, machine translation cannot operate alone and still requires the handy work of a professional translator. Using a professional translator is especially important in business as businesses today are not afforded the same luxuries of making translation errors as the early pioneers were. Companies today now use business translation services to ensure that they’re getting the best quality translation possible to represent and expand their brand. These companies use machine translation post-editing with qualified translation professionals to produce consistent results.
That is not to say that machine-alone translation isn’t being worked on, however. The Semantic Web or Web 3.0 is an extension of our current internet that is being worked on that aims to create instant translations of any language online, which would include any semantic or cultural content, and make the searches and the retrieval of this information universal. Web 3.0 aims to analyze every piece of data that is available on the internet and have it make sense in every language. This would create interactive pages that are no longer just text translations but include audio/voice and all other forms of media. While the Semantic Web sounds impressive, the fact that there are over 6,800 languages worldwide and that we are still confined to our current means of machine translation means that this idea is a very long way from becoming reality.
In the meantime, quality translations are best left to the professionals at international translation companies like Into23. Into23 offers localization and translation services in any language with professional translators from all over the globe. Into23 can help your brand or business reach new markets in other languages and offer translation solutions for every industry. Check out our services today and get a free quote.
What types of marketing translation trends are becoming prominent in 2022? Here’s what to expect for the remainder of the year.
Content translation services have seen a massive increase in demand, with much of this growth being linked to the internet, the pandemic, our global expansion and uses of technology. The market worth of this industry has grown and is looking to grow further in 2022 as the pandemic has slowly stabilised and more people and places of business took their work and education online and have kept it there.
The biggest driver behind the growth of the translation industry has been the increased need for people to access information in different languages and cultures, coinciding with the growth of technology and our reliance on it. Technology has made it possible for people to communicate in meaningful ways across the globe in various formats and languages, which became increasingly important during the pandemic. Language translation technology has also come a long way, making it faster and more accessible for people and businesses to get what they need.
While translation solutions come in many forms, depending on your business or need, these areas are some of the most noticeable upward trends of 2022. They are relevant aspects to consider if you’re looking to expand globally.
If you have a platform that has been localized for customers, you’ll also need multilingual customer service support. As more people use their phones for everyday tasks, from emails to banking, these services must be provided and serviced in the customer’s language. The same goes for customer support. Today, 67% of consumers expect to be able to message or chat with a business when they need support. As this number is likely to increase, businesses that want to continue to reach their customers globally must consider multilingual customer support in their localization strategies. A marketing translation agency can provide support and resources in multiple languages to help fortify an existing localization strategy or start a new one.
Machine translation has become an essential part of the translation industry and is a trend that has continued upward for several years.
Machine translation is when you enter content into an automated software translation tool, and the machine converts it into the target language. Google translate is the most well-known machine translator that most of us use in our daily lives. However, the results of these machine translations alone vary drastically in terms of accuracy and are not sufficient enough to be used in business for a variety of reasons.
The post-editing portion comes after the machine translation. A professional translator will go over the machine translation and compare it to the original text to get the most accurate translation. Machine translation post-editing is desirable for businesses and marketing translation as it offers a quick turnaround at a lower cost.
The machine translation market has been steadily increasing and is anticipated to reach 230.67 million USD by 2026.
The pandemic may have kept us at home the last few years, but eLearning platforms kept us learning and connected. Forbes estimates that by 2025, the eLearning sector could be worth as much as USD 355 billion dollars. As the business and education sectors looked towards online learning tools and software to maintain a global reach, the videos, courses and quizzes also needed to be updated and translated for global audiences. This newfound flexibility offers benefits to businesses, educators and students as people can work and learn on their own time from the comfort of a home or café. eLearning and eLearning translation shows no signs of slowing and will continue to increase in demand as more and more people and businesses maintain a work/study from home approach.
Two different types of media are trending right now, podcasts and videos. Podcasts are now being used for business, pleasure, and education and have seen a large rise in listeners, especially considering they’ve only been around for two decades. It is estimated that there will be around 424.2 million podcast listeners worldwide in 2022 and that podcasts will be a USD 94.88 billion industry by 2028.
Videos are also an essential part of today’s media market. In 2019 alone, the average person’s video consumption was 84 minutes daily. Enter the pandemic, and by 2021 that average was nearly 100 minutes per day. Now we’re in the beginning part of 2022, and video streaming and downloads are anticipated to account for 82% of the global internet traffic. A study done by Wyzowl found that 81% of businesses now create at least some video content. Point of fact, if you’re not using videos in your business marketing materials, you should be.
With the impressive rise of both video and podcast consumption, the need for localization, such as audio transcription services, multilingual voice-over services, or subtitling services, becomes necessary for going global and is a trend that will continue well past 2022.
As previously mentioned, videos are currently making up the majority of consumer internet traffic. To make business ads, videos, and video courses more accessible for everyone, subtitles have become essential.
Even outside of any language or subtitle translation, many of the videos people consume on social media are often viewed on mute, meaning that if a video doesn’t have subtitles, it’s more likely to be skipped and scrolled past. Subtitles have become a required feature for views and impressions, even when the language hasn’t been changed.
Further, if you do require language translation for a video to reach new audiences, subtitling is generally more affordable than dubbing and is just as effective in reaching your target audiences.
By now, it’s obvious that the biggest trend is the translation and localization of businesses in general. This is an upward trend that was growing even before the pandemic. Going global means having an online presence and reaching and connecting to audiences in new and meaningful ways with technology. While website localization is becoming more common, it is often an afterthought. Businesses are now opting to create a multilingual SEO strategy from the get-go so that their business content and practices are aligned with their global goals from the start.
It is the practice of optimizing your SEO in more than one language. This includes everything from websites, eCommerce platforms, video content, social media, customer support and more. The best way to develop a multilingual SEO strategy is to work with a translation project management company that offers multilingual translation services and marketing translations. This ensures an effective strategy that is aimed at a specific target audience and ensures effective use of your business’s resources along with a quality translation that showcases the values and goals of your business.
Into23 offers quality translation solutions for all major global languages to help your business enter any global market. Bring your business into 2022 and beyond with our transparent and quality language solutions. Contact us today for a free quote to start your global journey.
What is advertising transcreation and how can you use it effectively for your global business?
What is transcreation and how does it differ from translation? With your standard literal translation, it’s all too easy to make blunders as it doesn’t consider the cultural and societal complexities of a language, something that can wreck even the largest company’s marketing strategy. You could address this problem with cultural localization but sometimes a more flexible approach is needed to adapt the message. This is where advertising transcreation comes in.
Think of transcreation as elevating translation to another level. Transcreation changes and adapts a text so that it is in line with the language, tone, style, and culture of the market it is targeting. So it’s not a literal translation, as it won’t read or say the same thing, but rather it will carry the same meaning or context.
Transcreation is used when there are major culture adaptations required to make the content relevant to a culture or region where it is going to be marketed.
It requires a quality translation as well as copywriting and copy editing to ensure that the translated work is relevant to the marketing strategy for its target market. That is why it’s important to have linguistic testing & localization services for your global marketing strategy.
For example, legal documents might require a literal translation whereas advertising content, such as website localization or eLearning translation is often best suited for transcreation.
While there are many examples of how translation and transcreation can go wrong, what about the ways it’s been done right? If you’re looking for inspiration here are eight exceptional examples of successful transcreations.
“Put a Tiger in Your Tank.”
This is one of Esso’s original slogans and it’s still popular today despite it originally appearing in 1959. It was a massive campaign that was immensely successful. What made waves was the innovative ways this slogan was marketed internationally. For example, Esso used transcreation in a creative way for the Italian market. While they initially wanted to try and stay literal with the translation, which would have had the slogan appearing like this,
“Metti una tigre nel tuo carro armato” (Put a tiger in your tank)
However, this literal translation lost the alliteration from the English slogan so to give it more impact, Esso opted to change the slogan to,
“Metti una tigre nel motore” (Put a tiger in the engine)
This was a clever move from the interpreter translator as the word engine translates as motore and the “or” sound mimics the roar of an engine. It also managed to keep the catchy alliteration that was present in the English slogan too.
While iPod shuffles are no longer relevant to today’s fast-changing technology, they were very popular at the time of their release. The tiny MP3 player carried a simple but effective slogan, “Small Talk”. The slogan emphasised how small the device was but also its effectiveness. While it would be easy to assume that this simple slogan would be a basic one to translate, it created a lot of trouble for Apple as the phrase itself is an idiom in the English language. Idioms are generally specific to one culture or language and carry a figurative meaning, so they’re not easily literally translated, and, in this case, the slogan often lost all meaning when directly translated.
Wanting to ensure the same message reached the world, Apple decided to transcreate their slogan for each individual market. Here are some of the best examples of Apple’s transcreation process,
Each slogan sounds completely different but they all conveyed the iPod shuffle’s capabilities while maintaining the brief and simple tone of the original English slogan.
“When Swiffer’s the one, consider it done.”
The use of rhyming couplets in this slogan made Swiffer’s slogan catchy and memorable while also emphasizing its cleaning power. To maintain the rhyming scheme in this slogan, transcreation was needed for a variety of global markets. Here’s a great example from the Italian transcreation,
“La polvere non dura, perché Swiffer la cattura”
(The dust doesn’t last, because Swiffer catches it)
The rhyming portion was maintained and shifted to the second part of the slogan and it still emphasised the effectiveness of the product.
“Just do it.”
Arguably one of the most memorable and successful marketing slogans of all time is Nike’s “Just do it”. Another simple slogan that, sadly, does not translate very well. While Nike’s slogan is so well recognized now, its English translation will often be included in Nike’s advertising along with additional transcreated slogans that convey the brand’s meaning for that region.
In 2011, Nike used 用运动 in one of its advertisements which roughly translates to “make sport” or “have sport” and it was a much more culturally relevant way of conveying the same brand meaning to the Chinese market.
“Haribo makes children happy, and adults too.”
These delicious German gummy sweets can be found just about anywhere in the world thanks to their successful advertising transcreation. The original German slogan is,
“Haribo macht Kinder froh, und Erwachsene ebenso”
This translates to English as “Haribo makes children happy, and adults too”. While this literal translation worked for the English speaking market it needed to be transcreated for other languages and areas. For example, in Italian its slogan says,
“Haribo è la bontà che si gusta ad ogni età”
(Haribo is the goodness that can be tasted at any age)
This brilliant transcreation created a playful and nostalgic slogan that was easy to say and remember.
Selling an image…
Red Bull is another product that can be found just about anywhere. Yet how did this product become so successful? Red Bull isn’t exactly known for its taste and it doesn’t have as much caffeine as a cup of coffee, so what is it about this product that makes it irresistible for consumers?
It’s not the product that sells or even its catchy slogan, it’s the creative image that Red Bull has created for it. Red Bull exudes a larger-than-life image and has associated itself with promoting extreme sports, events, and athletes. The slogan, “Red Bull gives you wings” is meant to instill a sense of self-worth and the belief that you can do anything.
Red Bull is so effective at transcreation that it even altered its branding and product when launching in mainland China. If you buy a Red Bull on the mainland you will find it’s likely not carbonated and that it will be in red and gold packaging, auspicious colours within Chinese culture.
“I’m lovin’ it.”
The top contender for the most memorable advertising jingle would have to be McDonald’s’ “I’m lovin’ it.” I bet you’re singing it right now… However, this masterful slogan wasn’t the easiest to translate when McDonald’s took it globally. The biggest issue is the word ‘love’ as there are many other languages in which it does not translate the same way, isn’t used the same way, or just doesn’t even exist, like in China. To address this in China McDonald’s went with,
“我就喜歡” (I just like it)
This Chinese slogan is the same loving message about McDonald’s food while catering to the cultural nuances of the Chinese market.
“Sponsors of tomorrow”
Intel created this slogan to show their commitment to pushing the boundaries of new technology, however they encountered issues in translating it for the Brazilian market as it didn’t carry the same meaning. Intel transcreated their slogan to,
“Apaixonados pelo futuro” (In love with the future)
While not quite the same as the English version it still highlights Intel’s innovative aims for technology.
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