Universal, on one condition
Posted: Tue Jan 21, 2025 10:48 am
Heineken, for example, caused controversy a few years ago for an advertisement deemed racist.
In fact, in the ad, a beer from their brand passes in front of several black people before landing in the hands of a young, light-skinned woman. The slogan is " sometimes lighter is better ".
However, in English, lighter means lighter, which was the papua new guinea business email list intended idea, but it also means clearer. The problem then becomes obvious, and this has led to the removal of this advertisement.
READ ALSO Gaining international recognition through the translation of catalogues and brochures
Transcreation does not stop at slogans, but also goes through titles. For example, Chevrolet with its car "Nova". In Spanish, it literally means "does not go".
Sales did not take off in the Spanish market until the name change to "Caribe", which considerably increased sales of this model.
Therefore, the importance of a title in your international marketing strategy should not be underestimated.
Why Your Business Needs Transcreation
Whether it’s slogans, headlines, social media posts , or product names, every detail counts. It’s no longer just about translating, it’s about adapting the cultural aspect.
So if you're looking to expand your business internationally, you need to think more in terms of culture and credentials rather than words.
At BeTranslated, all our translations are carried out by professional and experienced linguists, working exclusively into their native language.
In fact, in the ad, a beer from their brand passes in front of several black people before landing in the hands of a young, light-skinned woman. The slogan is " sometimes lighter is better ".
However, in English, lighter means lighter, which was the papua new guinea business email list intended idea, but it also means clearer. The problem then becomes obvious, and this has led to the removal of this advertisement.
READ ALSO Gaining international recognition through the translation of catalogues and brochures
Transcreation does not stop at slogans, but also goes through titles. For example, Chevrolet with its car "Nova". In Spanish, it literally means "does not go".
Sales did not take off in the Spanish market until the name change to "Caribe", which considerably increased sales of this model.
Therefore, the importance of a title in your international marketing strategy should not be underestimated.
Why Your Business Needs Transcreation
Whether it’s slogans, headlines, social media posts , or product names, every detail counts. It’s no longer just about translating, it’s about adapting the cultural aspect.
So if you're looking to expand your business internationally, you need to think more in terms of culture and credentials rather than words.
At BeTranslated, all our translations are carried out by professional and experienced linguists, working exclusively into their native language.