Marketing Translation Services
Global Marketing Success Begins With Cultural Competency
Your test audiences chuckled in response to your marketing or advertising materials. They loved the humor. They loved your product. Trouble is, what people think is funny in one culture can fall flat translated for another culture.
It’s not just funny puns that hinder positive responses. Marketing texts use culture-specific and often subculture-specific symbolism, metaphors, and puns, which often appeal to emotions, values, and moods rather than to critical thinking. Look at the word “blue” in the example below.
Language “Blue” word Connotes
American English blue sad, unhappy
French bleu ignorant, silly, inexperienced
German blau intoxicated, drunk
Feeling “blue” in America is very different than feeling “blau” in Germany. To be effective, the translation must reflect cultural competency and linguistic accuracy. That’s why Apex matches a professional translator to each project who is intricately familiar with both the source and target cultures and languages.
Our translators look for the equivalent context and linguistic forms to express the source text and preserve the author’s intended meaning. And in the rare case when a translator-match is not available, we help you find another reliable translation service. We’re committed to your success.
FREE Cultural Competency Consulting
Ask about FREE Cultural Competency Consulting from Apex. We help your writers create documents that effectively transfer into multiple languages and cultures. That’s how important we think cultural context is to your marketing efforts. Contact Apex today to learn more or request a FREE quote now.
