Lawrence Creaghan Research shows that if you’re still translating your French communications ‘as is’ into English, there’s a 75% chance you could be selling yourself short. In an eight-year study, Ipsos ASI demonstrated that only 25% of the ads that were effective in English could be translated ‘as is’ into French and still work well in Quebec. That meant that 75% of English advertising would require varying degrees of adaptation – or even completely new creative – before it could be used in French. Of course the obverse is also true. Only 25% of the ads that are effective in French can be translated ‘as is’ into English and still work well in English markets and that fully 75% of French advertising would require varying degrees of adaptation – or even completely new creative – before it could be used in English.
“The fact of the matter is that the real world is to a large extent unconsciously built up on the language habits of the group. No two languages are ever sufficiently similar to be considered as representing the same social reality. The worlds in which different societies live are distinct worlds, not merely the same worlds with different labels attached.” – Edward Sapir
The good news is that this can be done without breaking the bank, by thinking outside the box and using the extraordinary depth and versatility of the English language...often without requiring new visuals, layouts, and other costly components. So, if you are still translating your French communications ‘as is’ into English, why not reduce the risk of selling yourself short? Send me your French material instead, and I’ll send you back English versions adapted with your English consumers in mind. You’ll see the difference right away...and so will they. – Lawrence Creaghan