When it comes to ethnic advertising, a direct translation of the original message can miss the point most often or not. Marketing that appeals to a person’s emotions often calls on humor, wordplay, and situations that require an understanding of the culture to make them effective. For example, translating a slogan like “go big or go home” requires a thorough understanding of idiomatic expressions and cultural nuances to be authentically adapted or transcreated into the target audience’s language.
Our team is experienced in all major Canadian immigrant languages and understands how cultural nuances can affect your brand’s perception by members of various ethnic communities.
First, we check that the original message is relevant to the target ethnic communities. Then, our in-language copywriters make sure that it is properly translated and adapted to cultural nuances. Lastly, the adaptation is reviewed by another group to ensure accuracy and relevance.
Visit our Multicultural Work page to know more see our Cultural and Linguistic Adaptations.