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Localisation
थ्रेड पोस्टर: debora1997co
debora1997co
debora1997co
United Kingdom
Apr 30

Hello, everyone! Would you happen to have any advice? I am localising a slogan for a global campaign, and the direct translation could be offensive in the target culture, but the client insists on literal accuracy. How would you approach this?
 
Gjorgji Apostolovski
Gjorgji Apostolovski  Identity Verified
North Macedonia
Local time: 05:50
English to Macedonian
+ ...
What? Apr 30

What are you asking for? How to approach what, the client's exact requests? You respect and fulfill them.

And what's the slogan? To what language target you are localizing? How can we tell if it's offensive or not.
 
Maria Teresa Borges de Almeida
Maria Teresa Borges de Almeida  Identity Verified
Portugal
Local time: 04:50
सदस्य (2007)
English to Portuguese
+ ...
@Debora Apr 30

I’ll explain to the client that when you localise you want to resonate with the target audience and why what they propose is bound to fail or unlikely to be sucessful. Using a language that could be considered inadequate or even somewhat offensive only serves to alienate the audience rather than persuade them.

Sebastian Witte
 
Daryo
Daryo
United Kingdom
Local time: 04:50
Serbian to English
+ ...
A variant on the textbook example of May 1

'The future is Orange' advertised all over Northern Ireland by some 'marketing genius' employed by the mobile network company Orange, and blissfully unaware of what that means in Northern Ireland?

If your client is dead-bent on shooting themselves in the foot on automatic fire, all you can do is to warn them.

Preferably in a traceable/provable way, as you shouldn't be surprised if they try to scapegoat YOU when the inevitable backlash comes.

Maria Teresa Borges de Almeida
 
Gjorgji Apostolovski
Gjorgji Apostolovski  Identity Verified
North Macedonia
Local time: 05:50
English to Macedonian
+ ...
? May 1

We still don't know what's the slogan about.

Anyway if the French telecom Orange wants campaign with that slogan in Northern Ireland I'm pretty sure that there will be their logo on banners, ads, TV commercials or on whatever they gonna advertising the company. And people will know what it's all about. Or simply could just add The future is TELECOM Orange.
 


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