All posts by Linguistica International

Evolution of language

The Evolution of Language: Are Women the Main Instigators of Change?

With the festive season upon us, we thought a potentially divisive look at the dominant role woman play in the evolution of language would be an excellent way to defuse any tension.

Language is constantly evolving. Confucius once illustrated the evolution of language by asking people to think about their definition of a king now, compared to what it signified 500 years ago. Perhaps an easier way to see just how much language has evolved is to compare the works of writers like Shakespeare and Chaucer with those of today.

In fact, such is the growth of the English language that many modern-day hip-hop artists have larger vocabularies than William Shakespeare. That’s simply because there are so many more words to choose from.

Who is responsible for language change?

One theory of linguistics is that marginalised groups are the driving force behind language change. In history, there are many examples of immigrant populations having a marked and lasting impact on the language spoken by those already settled in the UK.

There are numerous examples of that type of evolution in action. In the 18th century, the Huguenots were a marginalised group of outsiders who settled in London’s East End. The influence they had on the language can still be heard in the famous cockney dialect. The same can be said for the influence of black musical subcultures from the US, which have been highly influential in the way the modern English language is spoken today.

So what other marginalised groups have played a big part in the evolution of language? How about young women, and more specifically, teenage girls..?

The female role in language adaptation

Women and teenage girls are arguably the most important language innovators of all time. Researchers have studied thousands of letters written by women between the years of 1417 and 1681 and found that women change their way of writing much more quickly than men. These changes have hastened the spread of new language ideas and brought the end of older language trends.

What makes this finding surprising is the fact that during this time, women did not generally have access to a formal education. So, while male language innovations tended to result from their education, it’s unclear where female language adaptations originated from.

Young women are more advanced in linguistic change

In bilingual communities, a researcher called Susan Gal found that younger women were ‘more advanced in the direction of linguistic change than older people and young men’. But why? One theory is that young boys traditionally learn language from their mothers. As women have larger social networks than men, they also continue to pick up new language trends from other women. They then pass that on to their children.

As a historically subordinate group, women have had to adapt their method of speaking to the language of men. That suggests women have effectively had to translate from their natural language and articulate their thoughts and emotions in a way accepted by a male-dominated society. The theory is that this has made them more innovative with language simply so they can express themselves effectively.

Although there is no universally accepted reason why, it’s widely agreed that women are the main instigators of language change, with many pieces of research suggesting teenage girls are the most innovative of all.

How can we help?

If you’re looking for some language change of your own, here at Linguistica International, we provide a leading range of translation, transcreation and bilingual copywriting services for international brands like Orange, Manchester and Santander.

To find out more, call us on 02392 987 765 or email: info@linguistica-international.com today.

Business translation services

3 Translation Services to Help your Global Business Succeed

Globalisation and the advent of the internet have seen an increasing number of UK businesses capitalise on a new opportunity to sell their products and services overseas. The exact number of UK businesses that currently sell their products to Europe differs depending on where you look, but the general consensus is that between 5 and 11 percent of the UK’s 5.4 million businesses currently export to the EU.

Success in this international market relies on, among other things, a business’s ability to reach its audience in their language. We have previously discussed the preference of international consumers for buying goods and services in their own language, with 56.2 percent admitting that local language content is even more important than price.

Clearly then, whether it’s marketing videos, global patent filing or certified legal translation, a rigorous translation that allows you to reach an international customer base in their language is a must. Here are three examples of business translation services that are central to your overseas success…

1. Certified legal translations

The legal hoops you need to jump through in the UK can be difficult enough to understand, so when you’re expanding overseas, you need to make sure you have a legal translation team on your side to remove the additional complication of language.

Without accurate translation, cross-cultural miscommunication and misunderstandings are a real risk, and when dealing with the law, they could prove to be very costly mistakes. Employing a certified translation team from the start that can translate audio and text documents on your behalf will ensure the accuracy of legal documents. That will reduce the risk of lost revenue, reputational damage and legal proceedings that could result from linguistic errors or oversights.

2. Video translations

Video is becoming an increasingly popular and effective method of communicating with customers, whether it’s other businesses or consumers. Product demonstrations, how-to tutorials, adverts and educational videos can all play an important role in attracting, engaging and converting international customers, as long as they are in the local language.

Subtitling services and audio translation are both crucial to adapting English-speaking assets for local audiences. If your videos are translated and localised appropriately, you can increase the ROI of the original video and bring it to a whole new audience at very little extra cost.

3. Patent applications

One of the most important aspects of any business is safeguarding its products so they cannot be replicated by other organisations. If you have a product or service that can be patented, then putting the necessary protection in place is highly advisable, particularly if you plan to enter multiple markets.

Patent applications require exact wording and a thorough understanding of the language they are to be granted in. The slightest mistake could end up with the necessary protection not being provided and that could make or break your success overseas. With the costs of making a mistake so high, it’s essential your patent application translation is word perfect first time around, which is where our business translation services can help.

How can we help?

Around half of all online buyers will purchase products from businesses in other countries by 2020. Is that a market you can afford to miss out on? Get in touch with Linguistica International to see how our business translation services can help you put your best foot forward overseas.

Forensic Linguistics

The Role of Forensic Linguistics in Battling Abuse Online

The internet has got a lot to answer for, or perhaps it’s social media more specifically that seems to be impacting our world in so many damaging ways. Facebook, Twitter, Snapchat and Instagram have all been linked to declining levels of mental health in teens and young adults. Not only do they exacerbate children’s and young people’s body image worries and worsen bullying, but they also cause sleep problems, feelings of anxiety, depression and loneliness.

One of the biggest concerns is undoubtedly the rise in online bullying and the ease with which faceless ‘trolls’ can say pretty much whatever they like, to anyone they like, with relative impunity. However, thankfully there is one way those who make bullying, threatening and inflammatory comments can be caught.

When free speech turns ugly

The anonymity trolls enjoy is a major contributing factor to their behaviour. They believe they can say anything without consequences and even use software that conceals their IP addresses so their ugliness can come out. That makes it extremely difficult to prove who is behind the comments using conventional investigation techniques.

Thankfully, investigators are starting to realise that linguistics could be the key to tracking the trolls down. Much like fingerprints, our speech patterns leave behind clues about who we are, with linguistic quirks and our unique vocabulary providing insight into our experiences, our background and where we come from.

Forensic linguistics in action

Of course, linguistic identification is nowhere near as exact as biological identifiers such as fingerprint evidence or DNA, but it can be enough to change the direction of an investigation. In a recent American defamation case, a local businessman and various judges were being relentlessly trolled by an online commenter.

Forensic linguists were called in and noticed that just a handful of nouns were used in unusual ways. This helped to link the troll to articles a local lawyer had written which had been published online. After digging a little deeper, investigators then saw that the username of the troll was connected to the lawyer personally. When confronted with this evidence, the lawyer confessed and was subsequently demoted.

The role of machine learning

Trolling is a very difficult issue to tackle in this way because it is so prevalent. The costs of using forensic linguistics in every case would be huge, which is where artificial intelligence can help. Some sites use AI moderation tools to review and approve content before it appears on public-facing platforms. This type of tool uses search filters to identify offensive keywords, but other tools have gone a step further than that and can identify abusive messages even where offensive language or slurs are not used.

This type of tool could be used by platforms like Twitter and Facebook to identify and block abusive messages before they are received. Not only would that offer a degree of protection for users, but it would also mean forensic linguistics could be saved for more serious cases.

What are your views?

This is a very emotive topic and one we would love to hear your views on. Please share your experiences on our Facebook page or to find out more about any of our translation services, please get in touch with our team.

Why Young People Learn Local Dialects instead of Global Languages

The Rise of Local Language Learning in the UK

We recently read an interesting article by Quartz, which suggested that as Google Translate now helps people communicate using the world’s global languages, young people are deciding to learn local languages, like Welsh and Irish, instead.

While the article was certainly interesting, more of which we’ll share with you below, there is one glaring error we want to correct first. Google Translate is not even close to being the same level as a native speaker of a language. Not only does Google Translate produce a huge number of mistakes, it’s not even recognised as a quality translation tool by Google itself.

We are all for people learning to speak languages that are dying out, but it’s important to understand that Google Translate has by no means made learning a global language an obsolete skill.

A surge in local language learning

The UK has always been behind the curve when it comes to our linguistic skills, but there is evidence to show that young Brits who are studying a second language are increasingly shunning European languages like Spanish, French and German and are learning local languages instead.

Research shows there has been a 33 percent increase in the number of children studying languages like Welsh, Irish and Scottish Gaelic at school compared to five years ago. This emerging trend has been particularly evident in Wales, where over a quarter of all pupils now taught in Welsh.

Language as a source of national identity

While globalisation and the advancement of technology are erasing traditional borders and bringing the world closer together, it seems more and more people are returning to their local roots to deal with the uncertainty this brings.

A recent poll of 15 countries found that a common language is the most important factor in defining a country’s identity. Living in a globalised society we are often told of the role we have as citizens of the world, but this is not necessarily an identity people can relate to. Many are returning to languages that were once dying out to retain a sense of belonging and pride in who they are.

It’s not a case of turning inward

Although this could be seen as an extension of the insular and inward-looking thinking that played an important part in the Brexit decision, it’s also argued that the increased interest in hyper-local languages gives younger people the flexibility and resilience they need to deal with the impact of globalisation. Those fluent in two languages also find it easier to pick up a third, which could make younger people more interested in learning global languages in the future.

However, while the experts agree there shouldn’t be a conflict between the local and the global, there is evidence to show children who are not taught the languages of other countries struggle to grasp the concept that diversity isn’t a threat.

At Linguistica International, we’re all for language learning in any form. In a world where disruption is becoming the norm, the ability to form new connections is never a bad thing, but it’s also important to retain our ability to connect with local communities, wherever we are in the world.

We speak your customers’ language

At Linguistica International, we translate, transcreate and interpret into 200 languages, helping you connect with your customers in their local language. To discuss your project, please call 02392 987 765 today.

 

Translation news stories

5 Translation News Stories from Around the Web

Downtime is a rare luxury indeed here at Linguistica International HQ, but when there is a quiet moment, we like nothing more than a quick perusal of the web to catch up on all the latest translation news. Technically, it’s still work, so we can get away with it. These labours also bear fruit in the form of this blog. So grab yourself a tea, sit back and have a read of five translation news stories from around the web…

1. Mistranslations can cause nuclear war

We all know that mistranslations are serious – I mean, even Google penalises websites that use its own automated translation tool. But, did you know that translation errors in news coverage helped to push the US and the Russians to the brink of the unthinkable during the Cold War?

To make things worse, the same thing is happening in the Western media today, with simple mistakes escalating the situation with Iran. As if we didn’t have enough trouble with North Korea! Read more about the nuclear fallout of shoddy translation in the Bulletin of the Atomic Scientists.

2. Croatian-to-English translation disasters

After that sobering news, let’s brighten the mood with a little translation chuckle. Translation can bring the world to the brink of Armageddon, but it can also be quite funny. Here are a few examples of the good people of Croatia exercising their English skills with less-than-perfect results.

3. New speakers of forest tongue

Forest tongue might sound like some sort of fungal infection, but we’re referring to the endangered Elfdalian language, a language spoken by approximately 2,000 inhabitants of a remote part of Sweden. The beauty of this language is that it split off from Old Norse in the Middle Ages and has been left to develop in isolation since then.

The good news for this critically-endangered language is that it now boasts 26 brand new speakers following a week-long course that attracted people from around the world. The fact that it was such a short course, however, means the new speakers of this little-known forest tongue are still quite green – ha! Find out more here.

4. Make up your mind, Algeria

Did you know that Algeria is currently unable to decide which language it wants to speak? The Economist reports that the country is struggling to balance the use of French, Arabic, Berber and Darija, the four major languages spoken in the country, and this is hampering its development. What do they plan to do about it? We’ve spoon-fed you enough. You’ll have to read the article for yourself.

5. Chinese readers don’t appreciate the classics

The final story we’ll bore tease you with this week is the news that the extremely poor rates of pay for literary translators in China means that Chinese readers are failing to enjoy classic works of foreign literature. Why? Well, with translators and editors forced to work for next to nothing, the quality of the translations is poor. The result is that great works are being reproduced littered with mistakes, which is giving some of our best literature a bad name. Check out Sixth Tone to find out more.

Get in touch

Ready to put an end to our web browsing? Then get in touch with your translation, localisation and copywriting work. Alternatively, if you have a translation news story you’d like to share, please give us a heads-up on Facebook.

Google Actively Penalises Machine Translation

Google Actively Penalises Machine Translations

If you want to expand overseas by translating your website, online content or other online assets into another language, the natural inclination of many businesses might be to jump straight onto Google Translate – after all, it’s free. You might also think that Google’s natural leaning towards its own services, which actually led to a colossal fine of €2.4bn from the EU, might extend to pages translated by Google Translate. Unfortunately, you’d be wrong.

Google penalises low-quality translations

If ever there was proof that Google Translate was not fit for professional business translations, it has to be the fact that Google itself doesn’t like it. As a search engine, Google strives to understand what browsers are searching for. It is committed to providing the highest quality, most relevant results to our searches and, if Google’s current market share is anything to go by, this is something it does pretty well.

When determining the quality and relevance of a web page, Google’s algorithms will look at a range of factors such as the originality of the page, the value of the information it provides and the accuracy of the copy, as well as a number of more technical SEO factors.

To prevent low-quality pages from featuring in its search engine results, Google discounts machine-translated content which is often awkward and error-laden. In fact, Google now classifies content created using translation tools as ‘automatically generated content,’ which violates its webmaster guidelines. And that includes web pages translated by Google Translate.

Google Translate could seriously damage your rankings

What all this means is that if you value your web traffic and your search engine rankings, you’ll stay well away from Google Translate. To make their content accessible to audiences from all over the world, some webmasters simply choose to install a Google Translate widget on their websites. This allows users to change the language of the text. However, the poor-quality translations and potential damage you can do to your search engine rankings make this an extremely dangerous approach to take.

You may also have trouble if you use Google Translate on blogs or websites that feature ads through Google AdSense. That’s because Google can disable accounts that are hosting adverts on websites that feature auto-generated content.

There’s no substitute for a professional translator

Although Google Translate is considered to be the best automated translation tool, it is by no means a replacement for a professional translator. Even if your budget does not stretch to using a professional translator to localise all your copy, at the very least, you should hire a professional to review the site and correct any mistakes before you go live. After all, your search engine traffic and rankings depend on it.

We can help!

At Linguistica International, our team of professional translators perform word-perfect translations for international brands like Santander, Orange and Manchester United. We also help smaller businesses put their best foot forward in new markets. For more information, please get in touch with our team.

 

How can translation boost your ROI?

4 Ways Translation can send your ROI through the Roof

Too many businesses view the translation of websites, articles and other marketing assets as an expense to be minimised, rather than an opportunity to drastically increase the turnover of their business. However, in most cases, money spent on translation is an investment with the potential for tremendous returns.

That’s why we’re here to spell out very clearly how the translation of your marketing assets can send you sales through the roof. Here are four ways an investment in translation can give you that elusive competitive advantage in an incredibly cost-effective way…

1. Attract new customers by fulfilling unmet needs

Customers prefer to make purchases online in their native language. The UK is a hugely diverse country, with statistics showing that 22 percent of Londoners don’t speak English as their first language and 300,000 London residents speak no English at all. It is also a tourist destination and business hub that attracts visitors from all around the world. That means there’s a lot of foreign language needs which aren’t being met.

As a simple example, Chinese visitors spend a huge amount of money in the UK, but how many British hotels and online stores do you know that translate their websites into Mandarin? In fact, only 18 percent of British hotels provide travel and tourism guides in Chinese and only 21 percent plan to do so in the next 12 months. If that’s not a huge opportunity then we’re not sure what is.

2. Get a search engine boost

Any online business will know that getting a website made is only half the battle. It then needs to be promoted and marketed extensively to gain visibility in the search engine rankings. Without translating your site, you will never be found by international users or British-based browsers who do not use English as their first language online.

And remember, the search engines reward quality. That means, if you create an error-strewn site that you’ve run through Google Translate, you’ll be penalised by the search engines and banished to the bottom of the rankings.

3. Engage your customers

The modern age of social media and content marketing is all about customer engagement. The more you engage your customers, the more likely they are to trust your brand and be loyal in the future. The key to engaging your customers is to speak to them in their language. That means inviting discussion and sharing interesting and entertaining content, but more literally it means speaking to them in their language. You cannot engage your customers and build relationships if they do not understand your content.

4. Improve customer satisfaction

If you have a multilingual customer base then multilingual customer support is something you should seriously consider. Receiving good reviews and dealing with customer queries quickly and in a language your users understand will help to create repeat customers, which directly boosts your bottom line.

Here are a couple of statistics to illustrate the point:

  • 74 percent of customers would be more likely to purchase from a company that offers post-sales support in their language;
  • 71.5 percent of customer service leaders said support in a customer’s native language increased their levels of satisfaction, while 58.4 percent said it increased their loyalty to the brand.

What are you waiting for?

Looking for a way to gain a competitive advantage and boost your ROI? Get in touch with Linguistica International today to discuss your translation or transcreation project.

How the Language we Speak can Shape our Lives

We all know that our place of birth and the language we speak can impact the course of our lives, but now a recent study of immigrant populations has proved it. The research looked at those who had relocated to the US and found that the language spoken by children at the age of ten had a significant effect on the career paths they took.

The research found that those who migrated to the US from non-English-speaking countries after the age of ten were more likely to pursue STEM careers, that is, those in science, technology, engineering and mathematics. Those who arrived in English-speaking countries before the age of ten were more likely to pursue communications-related professions.

Why is the age of ten so important?

It seems that age ten represents a significant turning point when it comes to language ability. Children arriving in an English-speaking country before that time still have the flexibility to pick up the new language and adapt. After that point, it seems children will always be trailing behind their native-language peers.

All importantly, those who arrive before the age of ten find it less of a challenge to learn the language and are able to acquire information in that new language. For older children, the ability to communicate and acquire information is more of a battle, so their tendency is to gravitate towards subjects like mathematics and science, where the ability to use language at a high level is less important.

The impact of linguistic distance

As any linguist will know, some languages are much more similar than others and this can affect the prospects of children in their new home. Linguistic distance refers to how different one language is from another. Some languages are fundamentally more different in terms of their grammar and lexicography than others and this can make the challenges of integration more severe for some immigrant populations.

The study found that as well as career paths, linguistic distance had a marked impact on the subjects children went on to study at degree level. Where the language distance between their native language and English was greater, children were more likely to study STEM subjects at university. The authors argued that this decision was the result of a cost/benefit analysis students performed that found efforts to develop an advantage in STEM subjects would ultimately be more worthwhile.

Bridging the language divide

With falling birth rates in many more developed countries and skills shortages in some markets, it is becoming increasingly important that everything is done to try to close the language divide.

Contrary to the research, some of the most highly-skilled migrants in English-speaking countries are native speakers of languages that are linguistically dissimilar. For example, the UK is heavily reliant on skilled immigrants from Asia in areas such as healthcare, engineering and technology, despite the fact that Asian languages are very different from English. Such is the reliance on these migrants that many organisations are recognising their importance and putting schemes in place to help them integrate into the country and the organisation.

To close the skills gap and get the most out of every member of society, it is important businesses and governments work to bridge language divides and ensure everyone has the skills they need to make a success of their lives.

How can we help?

At Linguistica International, our expert translation, transcreation, copywriting and telephone interpreting team work in their mother tongue and have specific experience in the industry you operate in. The result is a message that’s word perfect in any language. For more information, please call 02392 987 765 or email info@linguistica-international.com today.

 

CE Markings

CE Marking Translation in a Post-Brexit World

The UK’s decision to leave the EU poses questions for regulators and industry alike. One question many businesses will an answer to is how leaving Europe will impact the Conformité Européenne (CE) Marking Directive, which applies to EU machinery and electrical and medical products. Currently, under the CE Marking Directive, all importing countries must translate labels, instructions for use, packaging and user manuals into the designated language of the user for all products which could potentially cause harm if not used properly. Typically, sections of documentation and materials related to safety must also be translated.

But with the Brexit decision, will CE Markings still be required in the UK at all, and what will be the implications for their translation? Let’s take a look.

Does Brexit change everything?

The first important point to note is that, at the moment, nothing changes. For the next 24 months, the UK will remain a full member of the EU and it will be expected to meet every single one of the existing single market measures in full.

Even after our exit, the directives on which the CE Markings are based are the single market measures the exit campaigners wish to preserve. So, while we might have relinquished any control over how these measures are applied in the future, UK companies will still have to abide by the regulations if they want to sell to the single market.

What about CE Marked products manufactured and sold in the UK?

As a manufacturer of CE Marked products that are only sold within the UK, you may think the CE Markings will no longer apply following our exit from the EU. However, as the system has been accepted in the UK and throughout Europe for 20 years or more, the UK is likely to continue using CE Markings to maintain product safety and free trade.

What are the current CE Marking translation requirements?

CE Marking is required for 22 product categories which have specific directives. The directives state that importing countries must ensure labels, instructions for use, packaging and safety information must be translated into the language of the country the product/equipment is to be sold in. Generally, it is the manufacturer who will be responsible for the CE Marking translation, although a private labeller which presents itself as the producer can take on this responsibility.

Regardless of the party that translates the documentation, liability remains with the original producer who affixes the CE Marking. In some cases, the manufacturer will write into agreements that the distributor or agent is responsible for CE Marking translations, but that does not transfer the liability.

Failure to comply with CE Marking can lead to an investigation from a regulatory body. If the CE Marking is not translated into a specific language, the regulatory body is likely to want to know why.

The importance of using a professional CE Marking translation team

Any liability that comes from a mistranslation will remain with the manufacturer. Some companies may choose to save money by asking in-country employees or distributors to perform the translation on their behalf, but this approach can be costly, particularly where distributors lack the industry-specific knowledge and language expertise to do the job accurately. While in-country employees may be familiar with the technical specifications of the product, they are not trained translators and may not be aware of the specific CE Marking requirements that apply.

Your CE Marking translation team

At Linguistica International, we use professional mother-tongue translators with specific experience in your industry to deliver a CE Marking translation you can rely on. Call 02392 987 765 or email info@linguistica-international.com to find out more.

East to west

From West to East: Transcreating for China

When it comes to cultural and linguistic differences, there are few countries with such a chasm between them as the UK and China. These vast differences manifest in everything from the fundamental principles which underpin society – democracy vs. communism – to the huge disparity in the size of the countries and their populations. Clearly, linguistically the two countries are also worlds apart. But despite the many differences, there are also distinct similarities that make the Chinese market one many Western brands choose to break into.

The changing view of UK brands

A growing affinity for Britain and the perceived quality of our products is helping companies compete with their more established Chinese brands. In the past ten years, the UK has seen its reputation in China improve markedly. This has coincided with the swift expansion of the increasingly aspirational Chinese middle classes and their desire to associate themselves with British culture through high-quality brands. Companies like Land Rover, Mulberry, Burberry and Jaguar are all capitalising on this thirst for luxury products.

Although there is a clear demand for British products in China, overcoming the linguistic and cultural barriers can still be extremely challenging for Western companies. Translation services are now incredibly easy to access, but that alone, as we can see from the case studies below, is not enough to crack the Chinese market.

Red Bull – A runaway success

Although not a UK brand, Red Bull is a company that had enjoyed the vast majority of its success in the West – until it broke into China. When Red Bull decided to make the leap into the Chinese market, at the heart of its marketing strategy was the desire to connect with the cultural values of its target audience – the 18-34-year-old, professional, city-dwelling Chinese male. The firm undertook a detailed analysis of cultural dimensions. That included everything from masculinity and individualism to long-term orientation and uncertainty avoidance to learn more about the cultural makeup of this group.

From West to East - Transcreating for China

Following the research, Red Bull decided to change its brand colours to suit local preferences and create advertising campaigns that centred on local tastes. Even the product itself was changed, with Chinese Red Bull no longer carbonated. The result was a resounding success. By 2015, Red Bull had become the leading energy drink in China with a market share of an astounding 80 percent!

Tesco – A high-profile failure

Not all attempts to break into the Chinese market have gone quite as well. As one of the world’s biggest supermarkets, Tesco decided to expand its international presence by opening its first Tesco-branded store in China in 2007. However, the supermarket chain failed to engage Chinese consumers and the stores reported losses year after year. Tesco even made attempts to localise to Chinese tastes by selling live turtles and toads in some of its stores, but still the brand didn’t catch on.

Tesco’s failure was put down to the fact that it simply tried to replicate the model that had brought it so much success in the UK. In doing so, it fundamentally misunderstood the market. Rather than shopping in one large store, Chinese consumers prefer to shop around, buying their groceries from multiple specialist stores.

Lessons to learn

What this teaches us is that brands looking to be successful in the East need to make fundamental changes to their products, strategies and the way they communicate with consumers to be successful in the Chinese market. The simple translation of company assets is not enough. Instead, a campaign of transcreation needs to take place to allow brands to talk to and engage with new customers, delivering their message in a way that will be understood.

Need help?

Are you looking for a transcreation service that understands the cultural and linguistic nuances of your target market? We work with mother-tongue translators who live and work in the countries you’re trying to break into. The result is a seamless transcreation service in over 200 languages. Contact Linguistica International today.