Lost in Translation – When Slang Goes Global
International travel can be a wonderful experience. You get to see new destinations and experience different cultures. However, those little differences in culture can lead to some rather funny situations. Since vocabulary is something that changes from country to country, a word can take on a different meaning depending on where you are.
A great example of words meaning different things in different countries is the word “thongs.” Thong means underwear in America, whereas in Australia it’s a pair of sandals. Another example is the word “pants,” which in America means trousers, but to British people it means underwear. Now, if you asked someone in London where they got their pants, expect their eyebrows to raise. Pants in the UK refers to underwear! The list goes on and on. We could also name an eraser in America, which is known as a rubber in the UK.
If you find yourself in one of these situations where something has been lost in translation, it can be both funny and a bit silly. For private companies, digital platforms, global brands, and the entertainment industry, it can be a little trickier. Navigating linguistic minefields through careful localisation is essential. So, let’s look at some ways this can be achieved as slang goes global.
The Entertainment Industry Has to Find a Happy Medium
One industry that is especially affected by local slang is the entertainment industry. If a big Hollywood movie is being filmed in the English countryside and is meant to depict classic UK charm, the language needs to be authentic. The actors will need to adopt the local accent and use the correct slang.
At the same time, the script needs to appeal to a broad viewership. This means not going overboard on the slang terms. Today, movies are released worldwide. This means a person in America needs to connect with the dialogue just as easily as a native Brit would.
What producers and directors often do is find a happy medium. They blend local slang with more neutral language. It won’t feel jarring this way, and it won’t take away from the script and the setting.
Global Branding Needs to Convey a Consistent and Clear Message
Advertising and marketing specialists also have their work cut out for them. If they are working with a global brand, it can be very tricky to settle on one message. One of the most pivotal points of branding is that you create a cohesive message that is consistent across all platforms. You don’t want to change the messaging based on the country where the marketing and ads are running. This can confuse potential customers and clients.
As you can imagine, this leaves companies in a difficult situation. Slang often shapes the message, so it should be kept to a minimum. The clearer and more precise the branding is, the better for the company. This often involves avoiding words that have different meanings based on the country.
Going back to the original example of thongs, you can be more specific. If the company sells thong underwear, they can call it thong undergarments. If the company is selling shoes, refer to them as thong sandals.
Branding involves more than just logos. Perhaps you’re offering a service or entertainment like online gaming. The online gambling industry is a perfect example. In many countries, people refer to them as online slots and specifically seek out that wording.
If those same people travel to New Zealand and want to enjoy some online gaming, the wording will be different. They may not realise that New Zealanders discover NZ’s favourite online pokies, while the rest of the world is seeking online slots. Since they are essentially the same thing, you start to get a sense of how much consideration needs to go into branding and messaging for global companies.
Digital Platforms Need to Keep Up with the Global Slang to Stay Relevant
It’s more than just the entertainment industry and companies that struggle with linguistic minefields. Digital platforms often struggle with these challenges as well. The great thing about websites is that they can reach a huge number of people from locations all around the world.
You don’t have to worry about translating your website into different languages, as thankfully, the browser can do that for you. A quick tap on Google Translate will instantly translate the entire text. But what if Google Translate runs into problems with local slang? What if it’s translated incorrectly, or the translation still doesn’t make sense because of the slang terms?
Through incorrect or incomplete translation, the site could be jeopardising sales, engagement, traffic, and more. How many potential customers take the time to research unfamiliar terms?
Localisation of websites is highly recommended. This is a great way to address problems that arise from translation errors. Using a local content creator and creating local pages means visitors will have a seamless experience. It can also help the website in terms of Google rankings. Website localisation can target a specific market, culture, and language. It’s one of the pillars of SEO practices.
There’s No Need for Local Slang to Act as a Barrier
As discussed, local slang can alter the meaning of all kinds of words. While this may not seem like a big deal initially, for global companies and the entertainment industry, it can result in negative effects. It’s all about localising content, ensuring balance, and creating content that is clear and concise for all audiences.
