Bilingualism makes you intelligent and humble!!!

According to this article published in The Economist:

“A second language expands the number of people you can talk to. It adds to the ways you can say things, and so offers a second point of view on the whole business of expression. Bilingualism may help you understand other people; one study found that bilingual children are better at grasping other perspectives, perhaps because they are always keeping track of who speaks what, a regular reminder that everyone is different. Finally, speaking a second language less well than your first supplies another kind of useful practice: it is a constant exercise in humility.”

 

 

https://www.economist.com/books-and-arts/2020/02/29/the-advantages-of-speaking-a-second-language

In 2020, let’s achieve 20 actions for our planet

HNY2020   to all!!!

 

Wait!!!

There is something else we have to say this January. That concerns the year 2020, and also the new decade. Because this year we did not only see out 2019. We have just waived goodbye or said hello to a whole decade! There’s a big symbol here and we should feel a sense of responsibility towards Mother Earth.

In a nutshell, the 2020s are going to be crucial, paramount, essential, for our future.

So just look at the following vignettes. There are going to be 20 of them! Sorry the first one is a bit offensive. But we felt it had to be impactful!

 

2020 greetings.jpg2020 greetings_Action 2.png

So what is transcreation exactly?

What is transcreation?

Transcreation is not what happened on the day after the day of creation, when God suddenly had second thoughts about creating Adam and Eve and felt like offering a third option, oh no, of course not! However, it is still a bit of a buzzword, a blurry concept. Let us try and clarify all this.

Transcreation has been more and more at the forefront of creative translation over the past twenty years. Before the year 2000 hit on us, I was working for a translation agency in the Haymarket in London where they passed the first ever surveys around our team of specialised linguists for Ryan air or famous watch brands to try and ascertain the impact of different ads in various languages. Now, everyone from Starbucks to Nescafé through to Shell use transcreation talents all the time. I am happy to be one of them.

Transcreation is an arduous pursuit, in which one combines translation and creation so a slogan or tagline or a short marketing text, i.e. “the world’s local bank” can be conveyed in another language, keeping its true colours in the target language, that is the original tone of voice, subtext, imagerie, style, registers… and becomes, in French for example “votre banque, partout dans le monde”.

To try and understand it better, here’s a tentative user guide by frankyfluent, a creative copywriting and transcreation agency:

https://www.franklyfluent.com/lets-be-frank/transcreation-a-users-guide/