Do not use slang, colloquialisms, or improper grammar. Catchy marketing phrases do not work across cultures and languages – sometimes they don’t even work in different countries with the same language. Electrolux was thrilled in the UK with the response to their slogan “It sucks”. They could not understand why it was not well received in the United States!

2. Drop local references or specific country places.

Unless you plan on changing the marketing copy for each country that speaks the same language, do not make specific references to a particular geographic area or local customs. On the other hand, if you are targeting specific groups of consumers, it is best to adapt marketing materials to each country. In this case, use local references, terminology and the right currency.

3. Make pictures culturally appropriate.

A well-distributed magazine about diversity and opportunity for African Americans featured an Allstate full page back ad with a glowing white family leaning out the car windows. Oops, wrong target audience. The pictures need to reinforce the ad copy and targeted audience. People notice the glaring errors and they also can pick out foreigners in local publications.

4. Allow white space.

Translation expands the written copy and can be 20 – 30% longer depending on the language. A favorite example is “Fahrvergnugen” which is one German word but when translated it becomes four words in English – “the pleasure of driving”.

5. Make sure the original copy is well written.

Even the best translation company can’t fix bad writing. Bad writing always equals bad translation.

6. Stay consistent

When you develop you marketing message, keep it consistent and use the same tested translation. Often, we see companies letting their in-country distributers translate the marketing materials. This is the equivalent to having the sales force write the marketing material.

A huge share of the business market is being missed if you are only targeting English speaking audiences.  Less than 10% of the world’s population speaks English as their first language, yet if information about a product is in a person’s native language, that person is four times more likely to purchase.

9.  Provide Good Copy

Providing well written English copy is the most important first step to insure a quality foreign language translation.

8.  Quality of Linguist

Use a trained and reputable linguist from a qualified translation company.  One hospital tried to use a bi-lingual cleaning lady to interpret for a doctor and patient but culturally, the cleaning lady felt uncomfortable questioning the doctor and asking for clarification.  Unfortunately, she told the patient that she needed stomach surgery when she only needed a pap smear.

7. Know Your Audience

Translate for the audience.  If using a Caribbean French translator for Canadian documents, it will look sloppy because of the geographic language differences.

6.  Keep a Consistent Voice 

Using different linguists is like using different writers – everyone has their own style.   One may use the word “dinner” and another use the word “supper”.  You want consistency.

5.  Use Correct Grammar

Catchy marketing phrases do not work across cultures and languages.  For example “got milk” was translated to “are you lactating?”    Try to avoid double meanings – they rarely ever translate.

4.  Avoid Colloquialisms and Slang 

In English, we understand what it means to say “that’s hot” or “that’s cool” but it doesn’t carry the same meaning into other languages.

3.  Localize when Necessary. 

Localizing the document means making it appropriate for the audience in a particular target area.  If selling in a particular country, consumers will want to see the right cultural innuendos, currency, jargons, etc.

2.  Review and Edits

Always have the translated document reviewed and edited.  Translation is like writing where the more eyes the better for an important document.  Do not use machine translations.

1.  Track Changes

Keep track of all changes when editing the original copy to save costs on translation edits.

For the full story, visit:

http://consiliumglobalbusinessadvisors.com/category/blog/

Realizing he couldn’t be the only one to feel this way, he decided to set up a mobile consulting business to help others who also need to deal with the Chinese Consulate.  Adam parked a large cargo van outside the Chinese Consulate so that frustrated potential customers could find his services immediately.

So far, Adam’s business has been extremely successful.  He has even been able to hire two fluent Mandarin speakers to work with him in assisting clients.

For the full story, visit

http://www.npr.org/blogs/money/2012/01/04/144636898/a-man-a-van-a-surprising-business-plan?sc=fb&cc=fp

If you have cultural or language communication needs larger than Visa paperwork, please contact Rapport International, LLC.  We can provide quality translation and interpretation services in over 100 languages.

The comedy, is about the hilarity and politics that ensue when a U.S. businessman tries to secure a lucrative contract in China for his family’s sign-making firm. The lead producers of “Chinglish,” Jeffrey Richards and Jerry Frankel, are bringing the play to Broadway after a sold-out run at the Goodman Theatre in Chicago.

“In its own way, I would call it a groundbreaking comedy,” Richards said in an interview. “There’s never been a play, a comedy like ‘Chinglish,’ on Broadway. It explores relations today between the Chinese and Americans and our relationship. It’s very much cutting-edge in its way.”

The play was inspired by Hwang’s own business trips to China, which he has taken in the past six years amid China’s interest in Broadway-style musicals. “I happen to be the only even nominally Chinese person who’s written a Broadway show,” Hwang said. “So people would call me over for meetings and there’d always be plans to build a theater district in China.”

It was on these trips when Hwang encountered the bizarre signs in “Chinglish” – bungled translations of Chinese phrases into English, such as “Deformed Man’s Toilet” for “Handicapped Restrooms,” which he saw at an otherwise beautiful new arts center in Shanghai.

Some examples of Latin words still used today are:

bonus: good
corpus: body
dies: day
domus: home/house
malus: bad
magnus: great

vivo: live

terra: earth

tempus: time

From: TheNewsConnection.com

http://thenewsconnections.com/

A challenge to integration that is unique to the Commonwealth is the great diversity of the Massachusetts immigrant population. Unlike many other states, who welcome immigrants from one or two primary countries of origin, immigrants in the Commonwealth represent dozens of different nationalities; in Boston alone residents speak over 140 languages.  The New Americans Agenda claims, “Massachusetts attracts immigrants from very diverse educational, occupational, and cultural backgrounds. Immigrants in Massachusetts are both more likely to hold an advanced degree than the native born population and less likely to have a high school diploma.”

In recognition of this unique and exciting situation, Governor Patrick has signed a number of Executive Orders to create statewide initiatives to better integrate immigrants and refugees into the civic and economic life of the Commonwealth. 

To read the full report see The New Americans Agenda at  http://www.mass.gov/Eeohhs2/docs/ori/naa_report_1.pdf

To read the full report see The New Americans Agenda at  http://www.mass.gov/Eeohhs2/docs/ori/naa_report_1.pdf