If you look at a great slogan or campaign from a global brand
“Who translated it?” , “What is the original text?” I often wonder and admire it. This is because it's my first impression of the brand, and it becomes an image that comes to mind when it comes to that brand in the long run. Therefore, localizing an existing phrase for a global brand into a local language is as painstaking and painstaking as creating a new one. In that respect, the localization of global brands is not unrelated to transcendental translation, which I saw in the last post. Because it's a transcendental translation where you can feel the thrill of translation in everyday life.
There are two main ways for global brands to localize: applying English phrases as is and translating them into local languages. Simple English phrases are often used the same in any part of the world. It probably has the advantage of being able to deliver the message from the head office as it is. Instead, it should be as easy as that. Typical examples include McDonald's, Nike, and Adidas.
McDonald's “I'm Lovin' it” appears along with a cheerful commercial song. McDonald's has been using this phrase since 2003 until now. I haven't moved to Korean, but it's an English phrase that anyone can easily remember. In addition to the message of the phrase itself, there are comments that the apostrophe (') in the middle and the lowercase letter' i 'in the alphabet make you feel a visual sense of rhythm. Nike's “just do it” also literally means “just try it once,” but it is used globally without any localization. It's a phrase that makes you want to exercise just by looking at the slogan like a sports brand. Similarly, adidas' “impossible is nothing” is a phrase that clearly represents Adidas's brand philosophy and identity, and is easily imprinted in people's minds without any separate localization.
In contrast, there are brands that have succeeded in reaching local consumers through refined and appropriate translation localization. Do you remember the ad copy when Airbnb first entered Korea? It's like “traveling is living.” If so, what was the original text? Right, “Live there. It's Even If It's Just for a Night' The literal translation is, “Live. It's about “Even if it's just one night.” Since this sentence is translated as “traveling is living,” doesn't it seem to move the viewer's heart without harming the sensibility and message of the original text?
Another good localization example is IKEA. A few years ago, on the 75th anniversary of our establishment, we launched a campaign called “I've Been Thinking About My Home for 75 Years.” Since IKEA is a Swedish company, the original text is in Swedish, which is “Hej IKEA 75.” The translation is simply “Hi IKEA 75.” Even if you compare only the original text and the two Korean phrases, you can see that a simple 75th anniversary greeting was translated in a more lively and witty way. Not only that, the sentences translated from the Anglo-American region are just as witty as Korean. It's just '75 years of love for home'. It means “75 years of love for a home,” and while the Korean and English phrases convey similar messages, they have been translated according to each local sentiment.
If you look closely at these appropriately localized slogans and campaign phrases, they have something in common. It's different from the original text, but the point is that the original message is conveyed properly. While revealing a company's goals, identity, or product, it doesn't feel like a translation when viewed by locals. When translating such a message, the perspective of translation, about how well the original text was transferred and the marketing perspective of how naturally it can be accepted locally, must be well blended. Perhaps localization through translation is a means of marketing. Therefore, rather than being very faithful to the original text, as in the example above, we should think from the perspective of a local and reinvent it based on local culture. The statement that translation is also a form of creation is more evident in this section.
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As we all know, it's difficult to create something out of nothing. However, what is more difficult is when there are additional factors to consider. Because of this, creativity is limited. In other words, as you continue to consider the original message, you will be interfered with by the original text. Therefore, although localization of slogans and campaign texts is difficult, it is also a field where the thrill of translation can be demonstrated. If you know this and look at well-localized phrases, you can see what efforts the brand has made to reach out to the locals, and why some brands are unable to escape the classics in certain countries.
*This content has been transferred from Gicon Studio to Letterworks.
