Posts Tagged ‘slogans’

The Little Book of Transcreation – excerpt #11

No Comments » Written on January 27th, 2012 by
Categories: France, UK
Tags: , , , , , , ,

It is a common marketing practice to leave slogans, titles etc. in English.

But just because English is the global language, it doesn’t mean people’s levels of English are the same around the globe.

Even when a title is not translated, it may still need to be transcreated.

Take the film “Date Night”. The title seems simple enough – but research found that French people aren’t familiar with the word “date” in the sense of a romantic meeting.

The film was therefore retitled “Crazy Night”.

Whatever the language, you need to know your audience.