20 min listen
How can cultural savvy (or the lack of it) make or break a global campaign?
How can cultural savvy (or the lack of it) make or break a global campaign?
ratings:
Length:
20 minutes
Released:
May 9, 2023
Format:
Podcast episode
Description
In France, the Big Mac, McDonald's favourite burger, has the same name as in English and doesn't have a translation. In Hong Kong, it has been given a name that no current machine translation could fathom: Gui Mo Ba, which could be translated as ‘the invincible juggernaut’. Why? Because one size doesn’t fit all when it comes to translating according to cultures. That’s when transcreation works its magic for brands, slogans and marketing content. Listen to transcreation specialist Sheryl Sze, who’s worked with major brands such as Sotheby’s and Deliveroo. Sheryl outlines how technology and humans can work together to achieve the right equilibrium – and why, it’s optimal that transcreation is included at the early stages of content development.
Released:
May 9, 2023
Format:
Podcast episode
Titles in the series (100)
Will I Have a Job Five Years From Now?: Every translator today seems to be asking one question above all others. And the question is this--will we continue to have jobs in the future? Or... by Globally Speaking