The DNA of a language specialist

Think about the last advert or marketing slogan you saw. Would that message resonate with someone on the other side of the globe? Probably not. That’s because languages are highly nuanced. What works in one country will almost certainly not work in another. But it’s not just words. Images can be highly nuanced too. Red, in Europe, for instance signifies danger or urgency. While in China, red represents energy and is the colour of celebrations and prosperity.

 

This is just one example – there are countless others that companies need to navigate. And it’s why we need language specialists.

A couple of weeks ago we redefined the role of the translator – who we are now referring to as language specialists. They’re not just bilingual. They’re multi-talented professionals who must navigate a complex landscape of digital content, varying formats, cultural nuances and regulatory frameworks. They also have a dynamic set of traits, that only a language specialist possesses. They’re creative linguists, smart technologists, cultural consultants, content optimizers, and, if that wasn’t enough…they’re also industry experts.

 

Over the coming weeks we’ll look at these fascinating traits in more detail. Let’s start with creative linguists.

Today’s multi-talented creative linguists are artists who wield their language skills with an extraordinary level of intelligence and imagination that is uniquely human. Their primary role goes far beyond the mechanical process of converting words from one language to another. Instead, they are message crafters who possess the ability to capture not only the words but also the very essence of the message they are tasked with conveying.

One of the defining characteristics of a creative linguist is their ability to transcend linguistic boundaries. While translators are instrumental in converting one language into another, creative linguists have the unique capability to bridge cultural gaps. They understand that language is not a mere tool for communication; it is a carrier of culture, history, and identity.

 

Creative linguists appreciate the nuances, idioms, and cultural references embedded in a language and ensure that these elements are retained, modified, or adapted in a way that resonates with the target audience. By doing so, they maintain the authenticity of the message while making it accessible to a wider audience. Think of a sculptor shaping a masterpiece. They meticulously select words and phrases that not only convey the intended message but do so with elegance and precision.

 

They understand that language is more than a collection of words; it is a living, breathing entity that can evoke emotions, create connections, and inspire action. As such, creative linguists are meticulous in their choice of words, tone, and style, crafting messages that leave a lasting impact on the audience. A well-translated message may be understood, but a creatively crafted one will be remembered.

 

At a time when our world has never been smaller and interconnected, the work of a creative linguist is instrumental in fostering understanding, appreciation, and empathy between different cultures and societies. These creative linguists are, indeed, language specialists in the truest sense of the term, and their craft is a testament to the beauty and power of human communication.