The Language of Luxury: Content, Translation, & Culture In Between
Sara White Wilson, independent writer in luxury brand
communications, examines the nuances of translation when it comes to
luxury marketing and media
As a luxury consumer, beauty products are my péché mignon (a French
phrase meaning ‘weakness’, though I greatly prefer the literal
translation: ‘cute sin’). As a luxury professional, language is my
métier (also a French word, meaning ‘trade’, though the term carries
greater weight than ‘occupation’).
Little surprise then that each time I spend a healthy degree of cash
on some beauty potion, I thoroughly – studiously – read the product
insert, and often in each language to, say, brush up on my German. It is
charming when a French beauty product, for example, makes a harmless
fault in their English translation and one that only a French translator
would make.
It indicates that the copy and its translation were produced by
locals and in the native language of the region where the product was
conceived. It suggests the product is artisanal, the company perhaps
family-owned, and that the brand is, in short, authentic.
More >> http://luxurysociety.com/articles/2012/11/the-language-of-luxury-content-translation-culture-in-between
mercoledì, novembre 28, 2012
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