Posted on24 December 2024
Avoiding Festive Faux Pas: The Role of Professional Translators in Holiday Marketing
The festive season is an exciting time for businesses, with holiday campaigns in full swing across the globe. But creating the perfect Christmas marketing message isn’t as simple as stringing together some tinsel and paper bells and then calling it a day. For global companies, translation mistakes and cultural misunderstandings can turn what should be a cheerful message into an unintended faux pas. That’s where professional translators and localisation experts Atlas Translations swoop in! We help you avoid festive faux pas and make sure what you’re spreading is holiday cheer without missing the mark.
Why Holiday Marketing Needs More Than Just Translation
The holiday season is deeply personal and culturally significant. Simply translating a campaign word-for-word isn’t enough to capture the nuances that make a message resonate in different markets. Missteps can range from amusing to downright damaging, but the bottom line is this: global audiences deserve a message that feels tailored, not templated.
Take, for example, the phrase “Merry Christmas.” In some countries, a direct translation works perfectly. In others, especially where Christmas isn’t widely celebrated, a more inclusive seasonal greeting like “Happy Holidays” might be more appropriate. Small adjustments like these can make all the difference in showing cultural awareness and respect.
Cultural Nuances in Christmas Campaigns
Holiday traditions vary wildly across the world, and these differences can influence how campaigns are received:
🔴⚪🟢 Colour symbolism: While red, white, and green are iconic for Christmas in the West, they don’t always translate well to the rest of the world. Red usually signifies prosperity in East Asia, while white is a traditional mourning colour. Although lesser known, green has been associated with mourning for hundreds of years.
🧧 Gift-giving traditions: In Japan, giving beautifully wrapped presents is customary, often in subdued colours. Flashy or garish packaging might not land well there.
🎆 Celebration dates: Many countries celebrate Christmas on 25th December, but Orthodox countries like Russia and Ethiopia observe it on 7th January.
These may sound overly simple, but by understanding these nuances, businesses can adapt their messaging to align with local customs and expectations.
The Role of Professional Translators and Localisation Experts
Literal translations (looking at you, Google Translate) can strip away the festive charm or introduce unintentional errors in many messages. That’s why localisation—adapting content to fit a target market’s cultural and linguistic context—is crucial.
Festive Examples of Localisation Challenges
- Slogans or idioms
- A phrase like “The gift that keeps on giving” might confuse or lose its impact in some languages without proper adaptation.
- Visual elements
- Santa Claus may be ubiquitous in Western marketing, but Ded Moroz (Grandfather Frost) and Snegurochka (the Snow Maiden) are more recognisable festive figures in Russia.
- Cultural greetings
- In some Middle Eastern countries, references to Christmas could be replaced with neutral festive language to respect local customs and traditions.
- Holiday-specific imagery
- Using mistletoe or holly in designs might not resonate in regions where these plants have no cultural or festive significance.
- Music choices
- A Christmas campaign in Germany featuring “Jingle Bells” might feel out of place compared to traditional carols like “O Tannenbaum.”
- Food references
- Referring to mince pies or eggnog in holiday promotions may not resonate in countries where these treats aren’t part of festive traditions.
How Atlas Translations Gets It Right
We specialise in handling these situations with finesse, style, and maybe even a touch of aplomb. Our team of native-speaking translators doesn’t just translate words; they adapt sector-specific messages to make sure the cultural meaning shines through. Clients trust us to deliver thoughtful and authentic campaigns to every audience.
Lessons Learned from Festive Faux Pas
Here are some hypothetical examples to illustrate why professional translation expertise from Atlas Translations is indispensable:
- A European greeting card company trying to market “Season’s Greetings” cards to Chinese clients uses online software for translation. Unfortunately, the message translates literally to an offensive saying.
- A US toy brand’s ad campaign launches in the Middle East but fails spectacularly because it prominently featured colours and female imagery that clashed with local cultural norms.
Blunders similar to the above (and sometimes worse) can harm a brand’s reputation and risk alienating potential customers. Working with skilled translators who understand the cultural landscape can easily avoid these missteps.
Tips for Getting Holiday Campaigns Right the First Time
Want your holiday campaigns to succeed across the globe? Keep these tips in mind:
Work with professional localisation experts who employ native-speaking translators who know the cultural context better than any automated tool.
Plan ahead and start your holiday marketing campaign early to allow time for reviews, revisions, and rewrites 😞
Test with local focus groups through a soft launch to validate your campaign’s messaging and visuals before the hard launch.
Be inclusive and consider using greetings that apply broadly, like “Season’s Greetings,” instead of potentially alienating phrases. This isn’t “being woke” or disrespecting familiar traditions. This is a simple way to show respect to more than one culture during what should be a thoughtful and joy-filled season.
A Festive Partnership with Atlas Translations
Holiday marketing campaigns are about spreading joy, and that means creating messages that resonate globally. We have a proven track record of helping businesses navigate the complexities of translation and localisation in festive marketing with care and precision. Whether it’s adapting a slogan, refining visuals, or crafting culturally aware greetings, our expertise earns the trust of our clients year after year.
Contact us today, and let’s make sure your festive campaigns spread cheer—not confusion this holiday season.
It’s a Wrap!
So far, you’ve read about the importance of professional translation and localisation in holiday marketing, why you should focus on avoiding the risks of festive faux pas and embrace the value of cultural awareness.
It covers why literal translations will fall short, highlights likely examples of festive translation mishaps, and offers actionable tips for creating successful global campaigns.
Atlas Translations’ expertise will make sure your holiday messages are heard and understood by diverse audiences, building trust and spreading a little global joy.
Contact Us
We’d love for you to contact Atlas Translations. We’re available and eager for a chat or to answer questions ⬇️
Call us on 01727 812 725 or email us at team@atlas-translations.co.uk to let us know what you need. We respond quickly to all enquiries!
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Can I Trust Atlas Translations?
Of course, you can! But if you’re after something as solid as Santa’s sleigh, here’s some info:
Atlas Translations holds two ISO certifications — ISO 9001:2015 (Quality Management) and ISO 17100:2017 (Translation Services).
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Global Voice, Local Touch
If you’re looking for top tips for partnering with Atlas Translations, we have some top tips to share! We answer 25 of our clients’ most frequently asked questions, ranging from typesetting queries to discussing reference materials.
Click to download Global Voice, Local Touch
