The importance of culture in translations
Culture is, at its most basic definition, the characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts…. To effectively communicate across cultural boundaries and to ensure that the audience has full understanding, translators need to take many elements into consideration. Key to this is making sure that the content is regionally suitable.
The level of importance professional language translation companies place on cultural considerations shouldn’t be underestimated. When left out of language translation processes, it can result – at a minimum – in miscommunication, hilarity or embarrassment. Depending on the type of faux-pas, brand reputation can be negatively affected and even more serious – legal action may ensue. This article discusses the importance of culture in translations.
Lost in translation
Although cultural diversity is complex, translators need to be mindful of the differences, both large and small. This even extends to countries that share the same primary language and social customs.
Take for example the differences between Australia and the U.S. when describing car parts. In Australia, a bonnet is the car hood. Whereas in the U.S. it’s a woman’s or child’s hat. In the U.S. the spare tire is stored in the trunk of the car, but in Australia the same spare tire resides in the boot.
With thousands of languages, not to mention different dialects, it’s no wonder that grammatical translation blunders occur. Add language structure, cultural references, idioms and historical background differences to the mix, and bridging the translation cultural gap becomes even more challenging.
Language translators need to strive to provide the same meaning and give the reader a similar feeling and perspective that the source content provides. When this doesn’t happen, misunderstandings, which can be costly, may occur. For instance, HSBC’s early 2000’s slogan of “assume nothing” was directly translated into other languages, resulting in a slogan with the polar opposite meaning “do nothing.” Not only did this mistake result in brand damage, it cost the bank $10 million for global re-branding. In another example, KFC’s well-known slogan “finger lickin good” was not well received in China where it translated to “we’ll eat your fingers off.”
When dealing with idioms, language translation becomes even more problematic. Take for example the German phrase “Die Katze im Sack kaufen, which means “That buyer purchased something without inspecting it first.” However, the literal translation is “To buy a cat in a sack.” We’ve all heard the English phrase “It’s no use crying over spilt milk.” This expression in French “Les carottes sont cuites” literally translates to “The carrots are cooked.” When translating idioms, the pragmatic meaning of the phrase becomes much more important than the literal meaning.
Localization of material can’t be underestimated, and the need to adapt content for international audiences to meet social, cultural, behavior, etc. norms sometimes goes beyond just translating words.
Color matters
From a visual perspective, color requires careful consideration as its symbolism varies based on regions and even countries within the same region. Most Western regions such as North America and Europe view yellow as bright and cheery. However, in France and Germany this color has negative connotations. For example, both countries view yellow as a color that symbolizes jealousy. Yet in France, yellow also signifies betrayal, weakness and contradiction. In many Eastern and Asian cultures the color is considered sacred and imperial. Many Latin American countries associate yellow with death. And, in Middle Eastern countries yellow implies happiness and prosperity, except for in Egypt where it’s associated with mourning.
Red, one of the most extreme colors, may have both positive and negative symbolisms within the same country or region. For example, in Western cultures red is associated with passion and excitement, as well as danger. In most Eastern and Asian countries red symbolizes happiness and luck. However, in Japan it represents power and energy. Some Middle Eastern countries consider red to be the color of evil, as well as danger. But in Iran and Egypt the color represents courage.
Consider imagery
While establishing a connection with international audiences using the written word is of the utmost importance, the use of images can provide even more clarification. When used, imagery needs to be handled with the same forethought and care. Take for instance clothing. In Muslim countries this is of key cultural significance. Since Muslim women’s heads and faces are covered, images used in these countries need to reflect this to avoid being offensive.
Images of relaxed men and women sitting together in an office setting would not be acceptable in some Middle Eastern countries where gender segregation is commonplace. Take for example Saudi Arabia, where the same image would need to be adapted for men to be on one side and women on the other.
Regional differences and sensitivities are real. To avoid blunders that may impact your business, you need more than a casual understanding of the region’s culture. If you’d like to learn more about how BURG Translations helps you ensure high quality localization or translations, contact us today.
