ONE SIZE DOES NOT FIT ALL

A locally based translation and interpreting company are warning that, in the world of interpreting, one size definitely does not fit all after a Finnish company’s marketing campaign was most definitely lost in translation!

The company’s strapline was centred on a common Finnish phrase involving a glove that loosely translated as being “in safe hands”. Their marketing materials and graphic design reflected this; but the same phrase didn’t exist in other languages and was quite literally lost in translation resulting in the commissioning of new design work to suit foreign markets and at great expense.

Helen Provart, (left) Managing Director of Peak Translations, is keen to ensure that companies entering foreign markets are well prepared by considering these concepts from the outset.  

“If you’re planning on exporting, even if it’s likely to be in the more distant future, consider all the cultural and linguistic issues from the very beginning.

“For instance, within your marketing materials try to avoid anything that is typically British and won’t convert easily, such as references to cricket and afternoon tea.” 

Helen advises:

“If you are considering exporting, identify a language service provider who can assist at the early stages. Get the company involved at the beginning so they can read through draft copy to advise whether there are any cultural issues that might be difficult to translate into other languages or might create issues in your target markets.

“Think of them as part of your international marketing team and include them in any relevant discussions.”