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Did You Know?

Italian jewelry and The Bulgari connection 2perfume maker Bulgari was one of the first companies to sponsor a fictomercial, the 2001 novel by British writer Fey Weldon entitled “The Bulgari Connection”.

A portmanteau word combining fiction and commercial, a fictomercial is a book, tv show or any other piece of creative writing in which a company pays the writer to incorporate its products into the story. It is part of a trend to use non-traditional ways to promote products and has become a burgeoning business for writers over the last fifteen years.

Why? Because advertisers are always looking to make people see things in different ways. They like to take existing concept in new directions, making up new words along the way (like fictomercial, advertorial, jeggings or masstige).

As a side note, fictomercials are referred to as “publifiction” in French.

 

November & December News: LANGUAGE MANAGEMENT STRATEGIES

DOING BUSINESS IN A DIFFERENT LANGUAGE

The barriers that European SMEs face when exporting abroad are often related to the quality and effectiveness of their communication. Two studies conducted in Europe have found that success in international trade is linked to developing effective language management strategies(LMS).

The ELAN Survey (2006) concluded that higher performance in international trade is associated with four factors, one of which has to do with the company’s approach to language issues in new markets.

The PIMLICO Report (2011) found that 41% of European SMEs experienced a significant increase in their turnover (more than 25%) after implementing measures to ensure effective and proficient multi-language communication.
percentage increase

A significant amount of business is also being lost as a result of lacking language skills. Across a sample of nearly 2000 businesses, 11% of respondents had lost a contract due to lack of language skills.

Would you like to know more about Language Management Strategy?  Learn about it in our latest newsletter.  Click here to read!

Whose English is it anyway?

English language dominates the world as no other language has in the past.  It has become the global lingua franca* spoken by more individuals as a second or foreign language than as a first language. For every native English speaker, there are three to four non-native speakers.  Native English speakers are in fact a shrinking minority of the world’s Anglophones.

largest-english-speaking-countries-native-speaker

English is the language of business and commerce, science and technology, popular entertainment and the Internet. It has become the dominant medium of communication in the workplace while its teaching is now a lucrative multibillion dollar industry.  Its consolidated dominance in academia means that over 50% of all research is published in English.  On the Internet, 80% of the world’s electronically stored information is also in English. No matter what their country of origin, many products have a trademark name based on English (Nesquik, Mobistar, Pocari Sweat, GB Quick, etc.).

english-speaking-society

english-speakerSome say that English no longer “belongs” to its native speakers.  There are many cultural and international forces that change and shape its vocabulary on a daily basis.  Prepone is a word used in India as the opposite of postpone. On MTV Latin America the word coolismo defines hip.  On the Internet, a form of cyber-English has sprouted words such as browsing, surfing and chat rooms.

All languages are in a perpetual state of flux but English is the most developing and receptive language of the world today.  Rich and colorful, it absorbs neologisms and new word formations at a frenetic rate.

red and white cake pops

The Google/Harvard Study of the Current Number of Words in the English Language is 1,022,000.  This number is based on the counting of the words in the 15,000,000 English language books Google has scanned into the ‘Google Corpus’.

Language changes because of new inventions and new concepts and the constant need to name them: cake pop (cooking), double denim (fashion), bitcoin (internet), phablet (telecom), etc.

EqualizerSimilarly to many other areas, the beauty and personal care sector has mushroomed with new terminology.  The reason is simple: in the past century or so, it has grown from primarily a local and regional business into a multinational, multibillion-dollar industry.

 

Showing off

So we want to show off a little…  One of our favorite French companies, Académie Scientifique de Beauté, has a wonderful Facebook page, which we immediately liked.  The page is well designed, interactive and regularly updated and maintained.  But we did find a curious little oddity.  The French-language updates are followed by Bing-translator generated English translations.  Sometimes, there are two or three different versions, some better than others, which made us think that maybe somebody was trying to “clean them up”…

Whatever the case, we thought this was a great way to show how automatic translation simply does not work…  Especially when the ultimate goal is to sell a product, in which case you need flair and imagination and a certain way with language to make it all sound GOOD.

Take a look:

FRENCH

Notre remède anti-peau sèche !

A tout âge, la peau peut afficher des signes de déshydratation, de sécheresse, s’irriter, s’abîmer… C’est pourquoi, il est toujours nécessaire de non seulement réhydrater la peau mais également de la nourrir pour qu’elle fonctionne à nouveau comme une barrière protectrice. Notre conseil d’expert : le “Soin Thermo-Actif” doublé de notre concentré d’actif “Gelée Royale” ! Un duo de choc qui va nourrir en profondeur votre peau et rétablir sa protection naturelle pour affronter les derniers jours de l’hiver.

Translation #1

Our anti-dry skin cure!

At any age, the skin may show signs of dehydration, dryness, irritation… This is why it is always necessary to not only moisturize the skin but also nourish it to restructure its protective barrier. Our expert advice: the “Thermo-Active Cabin Treatment” coupled with our “Royal Jelly” ampoule! A duo that will nourish your skin thoroughly and restore its natural protection to face the last days of winter.

Translation #2

Our anti-nuclear remedy dry!

At any age, the skin may show signs of dehydration, dryness, become irritated, damaged… For this reason, it is always necessary to not only rehydrate the skin but also the feed to make it work again as a protective barrier. Our expert advice: the “care Thermo-active” doubled our assets concentrate “Royal jelly”! A duo of shock which will feed in depth your skin and restore its natural protection to face the last days of the winter.

Translation #1

Our anti-dry skin cure!

At any age, the skin may show signs of dehydration, dryness, irritation… This is why it is always necessary to not only moisturize the skin but also nourish it to restructure its protective barrier. Our expert advice: the ‘Thermo-Active Cabin Treatment”coupled with our”Royal Jelly”bulb! A duo that will nourish your skin thoroughly and restore its natural protection to face the last days of winter. (Translated by Bing) http://on.fb.me/Y7mhr7

NOW OUR TRANSLATION:

Our cure for dry skin!

The skin may show signs of dehydration, dryness, irritation and damage at any age.  To help restore its protective barrier functions, it is hence always necessary to provide it with not just moisture but also nutrition.  Our expert advice: combine our “Thermo Active Treatment” with our active “Royal Jelly” concentrate!  A powerful duo that will nourish your skin deep-down and rebuild its natural protection to brace it against the last days of winter.