Holiday marketing, especially in the retail sector, frequently use holidays as the impetus for their campaigns. There is no end to promotions for Thanksgiving, Christmas, Valentine’s Day and Easter; in fact, consumers have become familiar with this cycle and plan their shopping activities accordingly.
How does this work in Chinese-speaking regions of the world, where different holidays, not to mention a different (lunar) calendar, hold sway? In mainland China, Hong Kong and Taiwan, as well as other places with large Chinese populations, Chinese New Year is the holiday which attracts the largest flurry of promotions, special events and sales. There are many symbolic items related to this holiday, which falls in January or February of the Western calendar, and all are exploited by businesses to increase their sales.
Thanks to the hit 2004 Adam Sandler film, Spanglish, most people are familiar with the term and concept of "Spanglish," meaning a fusion of two languages that includes elements of both Spanish and English. Linguists are seeing an interesting phenomenon in second generation immigrants, which is especially prevalent in urban ethnic communities.
This "evolution of language" is often observed in second generation immigrants altering the sentence structure of their new community's language to mimic the language structure of their native tongue. For "Spanglish", grammatic rules within the family's native Spanish language are applied to their usage of English. And this is observed not just in immigrants to the United States, but all over the world.
For example, in Germany, if you wanted to mention that you were going to the movies tomorrow, you could say, “Ich gehe morgen ins Kino,” which directly translates to "I go tomorrow to the cinema." But children of urban immigrants will more commonly say “MorgenichgehKino”, which translates literally to "tomorrow I go cinema." Interestingly, this variation in language follows its own grammatical rules that can make it easier to learn.
When you first dream of launching an app globally, the excitement of sharing your product with the world can sometimes blind you to the intricacies involved in the process. Regardless of how rose-colored your glasses are, however, taking an app global presents unique challenges which must be addressed.
Why App Localization is NeededIf you are a regular reader of this blog, you have seen many posts about what localization is and why it matters. For a brief refresher, you can check out the Dynamic Language "Guide to Written Language Services Infographic" or take a look at the article "Taking Your App Global - What Could Go Wrong?"
The goal of localization is to enable a user who speaks another language to have the same user experience as a user who speaks the language in which the app was first developed. Rather than a word for word translation, the aim of localization is to provide a comparable user experience to a linguistically and culturally diverse target audience.
If you have come to the conclusion that expanding into international markets is the best way to increase revenues and drive business growth, you likely realize that there are several fundamental components of a successful global launch of your products. One of the most challenging of these components regards translation and localization of your product and marketing materials.
It is critical that companies choose the appropriate language service when opting to translate a product or service or your website for different countries and regions. Dynamic Language offers translation, localization and transcreation services. No particular service type is "better" than another. Rather, each is appropriate for varying circumstances.
Let’s take a quick look at when is the most appropriate time to utilize each written language service type.
When you tune in to Game of Thrones every week, your mind may not immediately turn to translation and localization. Game of Thrones translation references are pretty remarkable and much of the power dynamic in the plot has to do with knowledge of foreign languages and cultures. Game of Thrones translates the script in order to capture the context and meaning in an effort to resonate with a world wide audience.
Game of Thrones die-hard fans are from all over the world. There are an estimated 5.5 million fans and New York Magazine’s Vulture.com declared GOT as having a larger following then Star Trek, Star Wars and Twilight. Only a third of its 5.5 million fans are located within the United States.
As the 2020 Olympics creep closer, Japan is taking strides in adequately preparing the region for the influx of tourists from all over the world. This influx of people will have an effect on several industries; some of which include: retail, transportation, hospitality and healthcare. Localization language services for tourism are most definitely on the rise in Japan, from restaurant menus to public signage will need translation and localization services in many languages. Likewise, the travel and leisure industry will have plenty of guaranteed business in the coming years.
The intensified localization efforts in Japan are setting the country up for the possibility of a much needed economic boost and paving the way for potential growth as businesses look to enter the market. Japan is preparing by investing in a variety of language service options that will help tourists communicate during their stay. Some of these include language service apps, revised signage and marketing collateral for local businesses as well as preparing interpreters to work the ten-day event.
Dynamic Language partner Rick Antezana was recently a guest on the 'Price of Business' radio broadcast discussing translation services, global marketing and the markets American businesses should target when expanding globally.