- Translation and interculturality: a key distinction
Translating a text word for word might seem sufficient, that is until the message falls flat, causes offence or is misunderstood. This is where the notion of intercultural communication comes in. It is about adapting a message to align with the norms, values, references and unique characteristics of the target culture.
A perfectly ordinary phrase in one language can come across as rude, confusing or even offensive in another if it is not carefully adapted.
For example, an emotionally charged and direct advertising campaign that works well in North America could be seen as intrusive or awkward in parts of Asia or Africa, where indirect communication and respect for hierarchy are more valued.
- When translation misses the mark: the consequences
Errors in intercultural communication can sometimes have serious repercussions, including:
- A failed product launch,
- Loss of trust from international partners,
- Damage to brand image,
- And even diplomatic or legal tensions.
One classic example is Pepsi’s slogan ‘Come alive with the Pepsi generation’, which was awkwardly translated into Chinese as: ‘Pepsi brings your ancestors back from the dead’. This translation blunder goes beyond a simple linguistic error, it reflects a deeper lack of cultural awareness.
- Working towards inclusive and mindful translation
Today, translation must also address the challenges of accessibility and inclusion. This involves:
Using clear, simple language that is accessible to diverse audiences; Avoiding gender, racial, or cultural biases in word choices; Considering the needs of individuals with linguistic or cognitive disabilities;
Being aware of cultural differences in references and symbols. A good translation is not only faithful to the original text, it also captures the intent, tone, and expected reception within the target culture.
Main sources:
Hofstede Insights – Cultural Dimensions Theory https://www.hofstede-insights.com/models/national-culture/ Common Sense Advisory – ‘Can’t Read, Won’t Buy’ (2020) https://csa-research.com
UNESCO – Multilingualism and inclusion https://en.unesco.org/themes/multilingualism The Guardian – ‘Lost in Translation’ (2011) https://www.theguardian.com
