HT102

Zheng Jiayin Tutorial Group 2

2 Im bueno-ing

Translation, by itself, is an arduous task to master not only does a translator have to be proficient in the use of both source and target languages, an awareness of socio-cultural backgrounds and customs in which the languages are steeped is imperative. Now, carry translation over to the thorny world of advertising, and we have in our hands a whole new level of complexities and considerations to deal with. For brands planning to enter the lucrative Asian market, weighing up the issues of translation would be necessary, as the key to winning over local consumers lies in the ability to seamlessly appropriate advertisements to the new linguistic environment. One convention of coining advertising slogans is the use of wordplay be it puns, rhymes or alliteration which lends humour, memorability and persuasive power to the advertisement, and also, encourages us to associate certain qualities with the brand1. The problem is, wordplays can only be decoded by an understanding of the cultural context which they are inherently bound to, and this makes exact translation of such ad slogans extremely difficult, if not impossible. For instance, Citibank which is known as among Chinese-speaking audiences cleverly plays on the close relationship between its brand name and the word city, in the tagline The Citi Never Sleeps. Its Chinese counterpart stays largely true to the literal meaning of the original. However, due to the corporations choice of translating its brand name phonetically (Citi as ), the playful pun on Citi fails to be carried across to Chinese. With that, extended meaning pertaining to brand characterisation is lost as well, for the city allusion posits the bank as a metropolitan goliath, both reliable and in tune with the needs of urban dwellers.

Lost in Translation, http://www.brandchannel.com/features_effect.asp?pf_id=340, (October 2010).

Another example is the excellent ad slogan by Absolut Vodka (known as in Chinese) Absolut Perfection. Like Citibank, it assimilates the brand name as an inseparable part of the pun, and is slick and memorable to boot. In this case, however, the Chinese translation epitomizes a seamless transference of meaning; it does not drive down the slogans original symbolism or add anything on. This could be due to the use of a conceptual, or literal, translation for the brand name (Absolut as ) rather than it being purely phonetic, so the end result makes more sense and resonates better with Chinese consumers. Furthermore, maintains the brevity and poise of Absolut Perfection by using a 4-character format, which is considered one of the most stable and rhythmically powerful word structures in the Chinese language2. While I have said that a conceptually translated brand name which fully embodies a companys vision and is often less stilted comes across better than one that is transliterated, it is not feasible to conceptually translate a brand name every time. Many imported brand names do not have actual symbolism, so under such circumstances, transliteration may prove to be the best solution. Transliteration also assists in pronunciation of the English label, upholding the rhyme and rhythmic construction of the original3. Kinder Bueno demonstrates this well; its translation may not be an exact replica of the original pronunciation, but it skilfully conveys Kinder Buenos rhythmic accents, pitch variations and positive vibe. Moreover, this example underscores the attention paid to choice of words even in phonetic translation. In general, words containing favourable connotations (such as , , ) are preferred. , for example, is composed of characters that express positive feeling and value and by extension, promotes the consumption of Kinder Bueno chocolates as an enriching and joyful experience. Still, the best form of translation for brand names would be one that unites both literal translation and transliteration. This is exemplified by beverage behemoth Coca-Cola, whose choice of is renowned and consistently applied in all Mandarin-speaking markets. refers to a strongly appealing taste, and the name in whole roughly translates to bringing happiness to your mouth. This

2 3

MBA Lib (October 2010). William Wells, Advertising Principles & Practice 4th edition (Beijing: Qing Hua University Press, 1999).

translation is not only faithful to the sound and intonation of the original, but the careful selection of characters also helps to invoke an image of blissful consumption to Chinese audiences. The Chinese are more often drawn to advertisements with an emotional appeal4, and in this case, Coca-Cola is an outstanding example of international brands which have succeeded in localizing their brand names and aligning themselves with the interests and preferences of Chinese consumers. Localization of meaning is also the key to effective translation of advertising slogans. Fast food giant McDonalds overseas marketing strategy was to allow each country to convert the brands famous tagline Im lovin it to its own language as it saw fit. Many countries like China adopted a freer approach to translating the slogan; although the Mandarin end result may not be conceptually precise ( refers not to love, but to a lesser like), I think it packs a greater punch than a completely literal translation would have. First of all, the expression is more culturally appropriate in China than (for the Chinese are considered to be more conservative in expressing affection than Westerners), and has a hint of debonair charm in it carefree, nonchalant, individualistic; characteristic of the adolescent crowd McDonalds advertising message is directed towards. So, when translating an ad slogan, attention should not only be paid to transmitting its content succinctly across another linguistic platform, but most crucially, to whether it fits well in the local culture. Whether an advertisement is embraced by native audiences (Chinese or otherwise) will depend very much on the cultural adaptability of the translated form. However, not every corporation that ventured overseas has succeeded with as much aplomb as McDonalds. Even popular brands like Pepsi had made outright mistranslations before, such as this Pepsi once used the tagline, Come Alive: Youre in the Pepsi Generation, which morphed horribly into in China. (The correct translation is .) Such embarrassing language divides can be blamed on linguistic ineptitude on the translators part, but sometimes even if the translation is technically accurate, the ad

Chinese society is a relationship society. The Chinese are not so easy with big bang advertising. They listen to recommendations, and emotional appeals. They are phenomenal readers and talkers and branding works well using word of mouth. Brands therefore must tell a story and have a strong identity and history. Quote by Hans Fuchs, Branding with Chinese Characteristics, http://www.brandchannel.com/features_effect.asp?pf_id=246, (October 2010).

slogan will still flop if it is not to the taste of local consumers. (As mentioned earlier, localization of meaning is central.) One unfortunate example is Kentucky Fried Chicken (), whose first foray into Hong Kong failed miserably, partially because of an advertising campaign that gave consumers an unpleasant first impression of the fast food conglomerate. KFC had then translated its motto Finger lickin good into , but it did not work in China as it did in the rest of the world, as licking ones fingers after food consumption was deemed unhygienic and not a concept that locals could accept readily5. This again highlights the complex, wide-ranging issues that translation covers, especially in the advertising province; a good, commercially successful translation is not possible unless with substantial research into market dynamics and cultural beliefs. Now, KFC (which has since found a strong footing on the Chinese market), uses a new slogan , adapted from We do chicken right. The translation was originally , but was found to be too generic and did not shed light upon taste-related properties of the chicken (other than it being flavourful), so it was discarded in favour of . here is a double entendre, alluding to the tenderness of the meat () as well as the verve it brings to your life (). Thus the Chinese translation injects new meaning through the use of puns that the original slogan did not have. Notice that KFCs focus is no longer on the precise translation of We do chicken right, but on finding an appropriate Chinese equivalent that would speak to local audiences and reflect a uniquely Chinese spirit. Instead of telling consumers about KFCs mastery in making mouth-watering chicken (as the English slogan does), the Chinese translation chooses to expound on the favourable effect it has on our daily lives. This decision could owe itself to Chinese consumers inclination towards emotional appeals and positive references, but I think the chief reason is to avoid using the character , as it connotes prostitution in Chinese slang. Hence, allusions to the taste of KFC chicken are subtle and confined to a single evocative word . For the most part, I think translating brand slogans that have already established quite a following worldwide, that are no less significant than a companys logo, poses the greatest challenge to ad translators. Because when it comes to slogans

(October 2010).

like this, translators assume the mammoth undertaking of carrying its influence and recognisability across, without losing any nuances in its original meaning. As such, they may choose to not localize meaning, and implement a purely literal approach instead. One example is Adidas () tagline Impossible is Nothing, which is translated into Chinese as . Impossible is Nothing takes from the common saying nothing is impossible (which in essence means the same as everything is possible); but by inverting the phrase, Adidas flips its meaning around completely. It is not merely saying that there is a chance of success in anything you do, but that impossibility, as a concept, is of absolute insignificance. This negation of impossibility is a much stronger statement than nothing is impossible; it inspires self-belief and audacity to do things out of the ordinary in consumers, and works well to position Adidas as a groundbreaking brand at the forefront of sportswear industry. In comparison, is lacklustre; it is simply a translation of nothing is impossible and loses the linguistic subtleties of the original. On the other hand, diamond manufacturer De Beers () slogan Diamonds are forever translates splendidly into Chinese. has since become a classic of its own right in China and I think it even outshines the original. While Diamonds are forever is understated and elegant, is a beautiful, poetic piece that crystallizes the timeless value of a single diamond. Literary translations like this work very well in capturing the hearts of Chinese audiences, as such treatments draw on a poetic ambience () that is held in high regard in Chinese language. All things considered, the best ad slogan in my opinion is not just one that highlights brand characteristics and smoothly delivers a message, but ultimately, permeates the consumers lives, functioning as a catchphrase in everyday speak. Kinder Bueno () is a case in point. Its tagline, Hang on, Im Bueno-ing! is so much fun that people begin to use it in conversation, to specifically denote the activity of consuming Kinder Bueno chocolate. However, the taglines incorporation of its brand name as a verb makes it tricky to translate. Translators coped with this by converting (Bueno) into a verb, so that the Chinese counterpart closely

mimics the sentence structure of the English slogan The appending of after gives the tagline a touch of everyman parlance, reinforcing its suitability for use in informal conversation. Also, rhymes with at the back; this unites both parts of the sentence and imbues the tagline with a spirited linguistic fluency. Finally, chocolate confectionery Kit Kat ()s popular slogan, Give me a break, give me a Kit Kat is my favourite example of successful advertising messages that have pervaded everyday lives. Its Chinese translation, succeeds in conveying the taglines good humour and liveliness across, preserving the association of eating Kit Kat with break time and unwinding. What the translation regrettably loses is the extended meaning of break, which also signifies the act of snapping off Kit Kats distinctive multi-fingered wafer; but this connection is hinted at by the word , referring to the engraved line on Kit Kat bars that enable each finger to be broken off easily. is also a good coinage, bringing to mind the idea of a space in time specially reserved for the consumption of Kit Kat chocolate. Hence, the translation serves not only as a skilful Chinese conversion of Kit Kats slogan, but also encapsulates some of the best features of well-translated advertisements memorability, preservation of original meaning, and most importantly, relevance and appeal to local audiences.