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Last updated on 2024年7月16日

How do you navigate translating idiomatic expressions for a global marketing campaign?

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Translating idiomatic expressions for a global marketing campaign can be quite the puzzle. As you aim to connect with diverse audiences, the challenge is to convey the intended message without losing the cultural nuance or brand identity. Idioms, those phrases whose meanings cannot be deduced from the literal definitions of the words they are composed of, are particularly tricky. They are deeply rooted in cultural context, making them potentially baffling for an international audience. Your task is to ensure that your marketing message resonates across different languages and cultures without causing confusion or offense.

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1 Understand Idioms

To successfully translate idioms, it's essential to understand their role in language. Idioms are expressions that convey meanings beyond their literal words and often stem from historical, cultural, or social references unique to a particular language. When faced with an idiomatic phrase in a marketing campaign, your first step is to grasp the underlying concept it represents. This understanding will guide you in finding an equivalent expression in the target language that captures the same essence, or deciding if it's better to translate the meaning directly without using an idiom.

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Helen Robertson, FITI

(Retired 31 October 2024)
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Understanding the concept, yes - and it is absolutely crucial to have visuals from the client because idiomatic phrases may not match. E.g. you can say both “raining cats and dogs” and “raining buckets” in UK English, but only the latter in German!

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
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Idioms are like secret handshakes between cultures. Each one carries a hidden message, waiting to be decoded. Think of them as puzzle pieces that fit seamlessly into a cultural mosaic. Thus, when translating, don’t just swap words; unravel the puzzle; see the whole picture.

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Andrea Gabriela Morán Kontong

Médico ocupacional
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Para poder transmitir un mensaje adecuadamente al momento de traducir, no se debe descuidar la esencia misma del texto. No es de traducir palabra por palabra. No es sólo cumplir con parámetros gramaticales o de sintaxis, sino la comprensión. Es un poco complejo con chistes o poemas. Pero, como decimos en mi país: La práctica hace al maestro.

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2 Cultural Context

The cultural context is pivotal when translating idioms for global campaigns. What works in one culture may not translate well into another due to differing values, humor, and traditions. You need to research the target audience thoroughly to avoid misinterpretations or cultural faux pas. Sometimes, it's necessary to replace the idiom entirely with a culturally relevant expression or to rephrase it so that the intended message remains impactful and respectful of the audience's cultural sensibilities.

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
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Picture idioms as travelers—each with a passport stamped by its culture. Consider ‘the ball is in your court.’ It invokes a sporting mental image that feeds off the popularity of tennis in the UK and in the US. Thus, when translating it, consider the local sports arena. For example, imagine you’re in Japan—the land of cherry blossoms and precision. There, ‘the shuttlecock is in your hand’ replaces tennis and the tennis ball with an equally captivating sporting image that adapts to the local popularity of badminton. The point: cultural context matters; adapt idioms like a chameleon blending into its surroundings.

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Andrea Gabriela Morán Kontong

Médico ocupacional
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Por eso a veces se requiere que el traductor tenga un contacto directo con el autor de lo que se va a traducir, para que su mensaje, tal cual en el idioma original, pueda ser transmitido sin afectarse por el otro idioma y/o público objetivo.

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3 Expert Translators

Engaging expert translators is crucial for navigating idiomatic challenges. These professionals bring a deep understanding of both source and target languages, as well as cultural nuances. They can discern when to adapt an idiom to fit the new audience and when to opt for a more straightforward translation. It's your responsibility to ensure that translators are briefed about the campaign's goals and the brand's voice so that these elements are reflected in the translation.

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
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Think of translators as culinary maestros. They don’t just follow recipes; they infuse flavors. Idioms need a dash of creativity. A literal translation won’t cut it. When “hit the nail on the head” becomes “acertar em cheio” (hit the bullseye) in Portuguese, it’s a chef’s kiss. Expert translators savor idioms, adding zest to the global feast of communication.

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4 Localization Strategy

Adopting a localization strategy is key in translating idioms. Localization goes beyond mere translation; it involves adapting your content to suit the local culture, customs, and language nuances of the target market. This means you might need to alter graphics, colors, and even product names to resonate with local consumers. In terms of idiomatic expressions, localization might lead to a complete overhaul of the original phrase to fit the new market while maintaining the campaign's core message.

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
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Imagine idioms as delicate origami. Unfold them gently, preserving their essence. A successful localization strategy doesn’t force-fit; it molds. When “burning the midnight oil” becomes “travailler comme un forcené” (working like a madman) in French, it’s a bespoke suit tailored for Parisian nights. Fold, crease, and adapt—your origami idioms will dazzle.

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5 Creative Alternatives

Sometimes, idioms do not have a direct counterpart in the target language. In such cases, you need to get creative. Work with your translation team to brainstorm alternatives that convey the same sentiment or humor as the original phrase. This might involve creating a new idiom that could become just as catchy in the target language or finding a proverb or saying that echoes the original meaning. The goal is to preserve the campaign's impact and memorability without relying on a literal translation.

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Andrea Gabriela Morán Kontong

Médico ocupacional
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Cuando no se tiene una traducción precisa, se puede dialogar para hallar algo acorde al mensaje que se quiere dar sin perder la esencia del mismo. Es esencial que no se pierda el objetivo.

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6 Feedback Loop

Establishing a feedback loop with your target audience can greatly enhance the translation process. After developing your translated materials, test them with native speakers from the target market to gauge their reactions. This step can reveal whether the idiomatic expressions used are effective or if they fall flat. Based on this feedback, you can make necessary adjustments before launching your campaign, ensuring that your message hits the right note with your international audience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Andrea Gabriela Morán Kontong

Médico ocupacional
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Yo hago traducciones de documentos médicos. En estos casos además de la traducción académica, está la parte de entrevista del paciente, por lo cual dialogo con el médico que realiza la historia clínica para comprender a qué se refería el paciente y así se pueda dar una traducción lo más fidedigna posible sin perder la esencia del informe.

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How do you navigate translating idiomatic expressions for a global marketing campaign?

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1 Understand Idioms

2 Cultural Context

3 Expert Translators

4 Localization Strategy

5 Creative Alternatives

6 Feedback Loop

7 Here’s what else to consider

Translation

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