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Cultural Adaptation: An Essential Step in Translation

As the popular story goes, when the Chevy Nova car was introduced, its makers did not realize that “no va” means “won’t go” in Spanish. This was an oversight that cost the company not just sales losses, but its reputation in Spanish-speaking countries. A similar cross-cultural faux pas was averted before the “Got Milk?” campaign was launched in Hispanic markets. As it turns out, the phrase translates as “¿Tienes leche?”, which can mean “Are you lactating?” – a good catch by the translation team before simply launching the same “Got Milk?” campaign to a Hispanic audience. A professional translation agency takes cultural adaptation seriously. It’s not only good protection against potentially embarrassing errors, but it also makes your campaigns much more effective.

This protection comes from using experts to capture and communicate the essential meaning in your target language while considering style and global nuances. The result is authentic, meaningful marketing around the globe.

First Things First
Cultural adaptation is one of the most important issues in localizing content and advertising, and it should be considered an essential – and separate – step for any materials destined for a distinct ethnic target market. Consider elements such as idioms, humor, values, and symbols and how they should be adapted according to each target audience and country. It’s important to have this step performed early in the process, since it saves you from having to rework the materials later. It could be costly and time-consuming to get all the way to the actual translation before potential adaptation issues are identified and addressed.

As part of their Cultural Adaptation Services, cultural adaptation specialists within the translation agency can easily provide you with the feedback and research you need to evaluate and adapt your key marketing messages, names, slogans and graphics for your international target market. Your organization should be fully apprised of interpretations, connotations, associations, and potential messaging confusion in each target culture and demographic.

Cultural Adaptation Done Right
When Ford recently added the 2005 F-150 Lobo edition to its line-up, the company was careful to ensure that “Lobo,” which means “wolf” in Spanish, would be properly received by multiple audiences. Moreover, the company launched the Lobo in conjunction with Cinco de Mayo and even incorporated well known singer Pablo Montero into the advertising campaign. The key to Ford’s success? Proper translation combined with cultural adaptation that identified strong – and timely – cultural elements.

Another example of a company that included cultural adaptation of its translated material is DAKINE, an industry leader in action board sports accessories and other gear for sports enthusiasts, including snowboarders, surfers, kiteboarders, and windsurfers. As DAKINE moved into an international market, the company realized the importance of communicating key product information in each country’s native language and in the appropriate cultural context, while preserving the consistency and integrity of the brand.

The company was faced with the challenge of trying to simultaneously translate technical product information and blend its company story with the cultures of France, Italy, Germany, Spain, and Japan. Specifically, DAKINE needed a way to convey its dynamic brand and product advantages, and ensure they would not be “lost in translation.” For example, product features such as nose-wipe thumb panel can mean very different things in different cultures.

To do this, DAKINE was careful to use a network of translators and consultants who have lived in the United States as well as in its targeted countries. This proved critical in helping the company avoid errors such as using the word “Mädchen” in its campaigns. Although “Mädchen” is technically the correct German word for “girl,” it is perceived as much less “hip” than just using “girl.” The company was also diligent about providing the same product information to each member of the network. Each would translate and localize it, before being sent back to DAKINE for proper distribution.

In addition to the use of U.S.-based translators who are native speakers of the target language, cultural adaptation specialists within the translation agency can easily provide you with the feedback and research you need to evaluate and adapt your materials for immigrant target markets. Your organization should be fully apprised of interpretations, connotations, associations, and potential messaging confusion in each target culture.

Paying Attention to Nuances
Multicultural marketing is more than just translating a piece of direct mail or an advertisement. To be successful in this area, marketers must actually embrace the nuance of a culture. When incorporating popular jargon or slang, or considering cultural nuances, the most successful companies demonstrate a deep understanding of – and respect for – different cultures throughout all of their initiatives.


	viaLanguage Translation Articles Cultural Adaptation: An Essential Step in Translation As the popular story goes, when the Chevy Nova car was introduced, its makers did not realize that “no va” means “won’t go” in Spanish. This was an oversight that cost the company not just sales losses, but its reputation in Spanish-speaking countries. A similar cross-cultural faux pas was averted before the “Got Milk?” campaign was launched in Hispanic markets. As it turns out, the phrase translates as “¿Tienes leche?”, which can mean “Are you lactating?” – a good catch by the translation team before simply launching the same “Got Milk?” campaign to a Hispanic audience. A professional translation agency takes cultural adaptation seriously. It’s not only good protection against potentially embarrassing errors, but it also makes your campaigns much more effective. This protection comes from using experts to capture and communicate the essential meaning in your target language while considering style and global nuances. The result is authentic, meaningful marketing around the globe. First Things First Cultural adaptation is one of the most important issues in localizing content and advertising, and it should be considered an essential – and separate – step for any materials destined for a distinct ethnic target market. Consider elements such as idioms, humor, values, and symbols and how they should be adapted according to each target audience and country. It’s important to have this step performed early in the process, since it saves you from having to rework the materials later. It could be costly and time-consuming to get all the way to the actual translation before potential adaptation issues are identified and addressed. As part of their Cultural Adaptation Services, cultural adaptation specialists within the translation agency can easily provide you with the feedback and research you need to evaluate and adapt your key marketing messages, names, slogans and graphics for your international target market. Your organization should be fully apprised of interpretations, connotations, associations, and potential messaging confusion in each target culture and demographic. Cultural Adaptation Done Right When Ford recently added the 2005 F-150 Lobo edition to its line-up, the company was careful to ensure that “Lobo,” which means “wolf” in Spanish, would be properly received by multiple audiences. Moreover, the company launched the Lobo in conjunction with Cinco de Mayo and even incorporated well known singer Pablo Montero into the advertising campaign. The key to Ford’s success? Proper translation combined with cultural adaptation that identified strong – and timely – cultural elements. Another example of a company that included cultural adaptation of its translated material is DAKINE, an industry leader in action board sports accessories and other gear for sports enthusiasts, including snowboarders, surfers, kiteboarders, and windsurfers. As DAKINE moved into an international market, the company realized the importance of communicating key product information in each country’s native language and in the appropriate cultural context, while preserving the consistency and integrity of the brand. The company was faced with the challenge of trying to simultaneously translate technical product information and blend its company story with the cultures of France, Italy, Germany, Spain, and Japan. Specifically, DAKINE needed a way to convey its dynamic brand and product advantages, and ensure they would not be “lost in translation.” For example, product features such as nose-wipe thumb panel can mean very different things in different cultures. To do this, DAKINE was careful to use a network of translators and consultants who have lived in the United States as well as in its targeted countries. This proved critical in helping the company avoid errors such as using the word “Mädchen” in its campaigns. Although “Mädchen” is technically the correct German word for “girl,” it is perceived as much less “hip” than just using “girl.” The company was also diligent about providing the same product information to each member of the network. Each would translate and localize it, before being sent back to DAKINE for proper distribution. In addition to the use of U.S.-based translators who are native speakers of the target language, cultural adaptation specialists within the translation agency can easily provide you with the feedback and research you need to evaluate and adapt your materials for immigrant target markets. Your organization should be fully apprised of interpretations, connotations, associations, and potential messaging confusion in each target culture. Paying Attention to Nuances Multicultural marketing is more than just translating a piece of direct mail or an advertisement. To be successful in this area, marketers must actually embrace the nuance of a culture. When incorporating popular jargon or slang, or considering cultural nuances, the most successful companies demonstrate a deep understanding of – and respect for – different cultures throughout all of their initiatives.