English language Archives - sa国际传媒 /category/english-language/ Nordic translation specialists Wed, 16 Jun 2021 15:03:32 +0000 en-GB hourly 1 Swearing in the Nordic languages /swearing-in-the-nordic-languages/ Wed, 16 Jun 2021 12:40:10 +0000 /?p=32941 Warning: As you may expect, this article contains uncensored swearing which some readers may find offensive. Have you ever wondered if the people of the Nordic countries swear? Finland and Denmark take turns being the happiest country in the world, and Iceland, Norway and Sweden are not far behind on the same metric. So, do ...

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Warning: As you may expect, this article contains uncensored swearing which some readers may find offensive.

Have you ever wondered if the people of the Nordic countries swear? Finland and Denmark take turns being the happiest country in the world, and Iceland, Norway and Sweden are not far behind on the same metric.

So, do Nordic people even have reason to curse? If you ask them, the answer would probably be: of course! Across the Nordic countries, swearing is a widespread practice, from teenagers to jaunty grandmothers. Even younger children are known to throw in a swearword once in a while (sometimes under their breath, depending on the proximity of their parents).

If you鈥檙e curious about this perhaps controversial language practice as performed in the Nordic countries, then this article is for you. Read on to get an idea of the nature of profanity in this part of the world, as well as specific examples of swearwords from each country.

So, hva faen are you waiting for? Have fun learning a bit about Nordic foul language!

The nature of Nordic swearing

As in other parts of the world, swearing in the Nordic countries is often done to let off steam. For instance, when you鈥檙e angry with someone, you want to express annoyance at something, or you seek to (mentally) relieve the pain of stubbing your toe (we鈥檝e all been there!).

Just like swearing in other languages, swearwords in the Nordic languages reference things that are taboo in the local culture. However, swearing in the Nordic countries does seem to differ from swearing in the UK or the US, for example, in two particular areas: the perceived offensiveness of swearing and the themes of the swearwords.

Perceived offensiveness of swearing in the Nordic countries

Studies on the perceived offensiveness of swearing in English-speaking countries as well as the Nordic countries have been conducted and compared. The results suggest that Nordic people swear more freely than their English-speaking counterparts.

In general, Nordic people have a laissez-faire attitude towards swearing, and to many, swearing is an integral part of their everyday language. Whilst many in the UK share the same attitude, Nordic people often go further, swearing in contexts even Brits would find unacceptable.

To many Nordic people, swearing is an integral part of everyday language.

This laid-back relationship with bad words is evident when watching TV for instance. Even when guests on Nordic TV shows are instructed not to swear while on air, some just can鈥檛 help doing so 鈥 and the swearwords themselves aren鈥檛 censored or bleeped out.

Although Nordic people tend to swear more freely, swearing is not considered good form. Given that swearing is a rather informal use of language, there are of course certain situations in which it would be inappropriate to do so.

At a job interview, for example, you鈥檇 probably be better off keeping the swearing to a minimum 鈥 or just refrain from doing it at all. That way you don鈥檛 risk coming across as unprofessional.

However, if your potential employer is blown away by your wit, skills and vision, you might just get the job anyway.

Themes of Nordic swearwords

Some of the themes present in English-language swearing also exist in the Nordic languages.

Religion as a theme, or the incorporation of God, the devil or hell when swearing, is a prime example of this. In Sweden, for instance, many people use the swear word fan, which literally means 鈥榯he devil鈥, as an exclamation for when something goes wrong.

You can also swear by 鈥榟ell鈥 in all five Nordic languages. In Finnish, Icelandic, Norwegian and Swedish, you would exclaim Helvetti!, 贬别濒惫铆迟颈!, Helvete! and Helvete!, respectively, whilst you would say For helvede! in Danish.

One theme that is not present in English-language swearing today is that of diseases. In Danish, this theme contains swearwords with reference to serious illnesses such as cancer.

Kraftedeme is an example of this as it is a contraction of Kr忙ften 忙de mig, which translates into 鈥榤ay cancer eat me鈥. This swearword acts as an oath: a curse that is used to strengthen a statement and underline the seriousness of the speaker. For example, Det er kraftedeme ikke i orden!, means 鈥楾his is not okay 鈥 may cancer eat me if it is okay!鈥.

Another theme that is exclusive to the Nordic languages as compared to English is numbers. In Sweden, you can exclaim Sjutton! or Attans! when something doesn鈥檛 go according to plan. Meaning 鈥榮eventeen鈥 and 鈥榚ighteen鈥 respectively, these words are technically classified as euphemisms in Swedish, which makes them very unloaded and safe to use in any situation.

Danish has a similar euphemism 鈥 For syv sytten!, literally meaning 鈥楩or seven seventeen!鈥 鈥 which is used in a similar way to its Swedish counterparts.

The influence of English on Nordic swearing

Like other societies, the Nordic countries are heavily influenced by American culture in the form of TV, films, music and, as a consequence of this, language use.

In Denmark, code-switching (the act of alternating between languages in the same conversation) is not unheard of, especially within the younger generations. The occasional 鈥榣iterally鈥, 鈥榟onestly鈥, 鈥榮orry鈥 or even typical English syntax often enter the conversation.

This English-inspired language use has also found its way into swearing across the Nordic languages.

The Nordic countries and their swearing are heavily influenced by American culture and English-language use.

Apart from swearwords originating from Nordic languages, the use of 鈥榝uck鈥 and 鈥榝ucking鈥 can be heard and seen in each of the Nordic countries 鈥 鈥榮hit鈥 has also been adopted by many Nordic people. Both four-letter words are used in much the same way as they are in the English-speaking countries, i.e. when something goes wrong.

In Danish, for instance, you could say Fuck, jeg har glemt mine n酶gler!, meaning 鈥楩uck, I forgot my keys!鈥. You could easily use 鈥榮hit鈥 instead of 鈥榝uck鈥 in this example 鈥 the swearwords are interchangeable in most situations.

Just like in English, the swearword 鈥榝ucking鈥 is used descriptively to emphasise a negative attitude the speaker has towards someone or something. In Danish, Han er en fucking idiot! means 鈥楬e is a fucking idiot!鈥.

The perceived offensiveness of English swearwords amongst Nordic people compared to Americans or Brits has been debated, as it seems that the aforementioned four-letter specimens don鈥檛 have the same impact when used in the Nordic countries.

It could be that the theme of sex is just not as taboo as in the English-speaking countries鈥 or maybe swearing in a foreign language doesn鈥檛 feel as bad as in your mother tongue.

In any case, 鈥榝uck鈥 and 鈥榮hit鈥 have become an integral part of the Nordic vocabulary of swearwords. So much so that certain countries have developed their own spellings of 鈥榝uck鈥 and 鈥榝ucking鈥. Icelanders, for instance, spell the words fokk and fokking, respectively, whilst the Norwegians often spell 鈥榝uck鈥 either fakk or 蹿酶办办.

Swearwords from each Nordic country

Are you curious to learn some bad language from each of the Nordic countries? Below is a list of the most common or remarkable swearwords from Denmark, Finland, Iceland, Norway and Sweden.

Denmark

Swearword Literal meaning Description
Kraftedeme 鈥楳ay cancer eat me鈥 An oath used to underline a statement, e.g. Det er kraftedeme ikke i orden, meaning 鈥楾his is not fucking okay鈥. It鈥檚 one of the most loaded Danish swearwords.
Fanden 鈥楾he devil鈥 An exclamation with variations (for fanden). Fand(e)me is an example of fanden being used as an oath, meaning 鈥楳ay the devil eat me鈥.
Helvede 鈥楬别濒濒鈥 Exclamation with variations (for helvede). It can also be used to describe a situation: Det er et helvede means 鈥業t鈥檚 like hell鈥.
Lort 鈥楽丑颈迟鈥 An exclamation that can also be used to describe an object that the speaker dislikes, e.g. Jeg hader den lortetelefon, meaning 鈥業 hate that shitty telephone鈥.
Sgu 鈥楽o help me God鈥 An oath used to underline a statement, e.g. Det gik sgu godt, meaning 鈥楾hat went damn well鈥. Sgu is very mild, and it has been debated whether the word is still classified as a swearword.

Finland

Swearword Literal meaning Description
Perkele 鈥楾he devil鈥 An exclamation with variations: Voi perkele, meaning 鈥極h the devil鈥; and Perkeleen perkele, meaning 鈥楾he devil of the devil鈥. It鈥檚 used much like 鈥楪oddamnit鈥 in English.
Helvetti 鈥楬别濒濒鈥 An exclamation with variations: Voi helvetti, meaning 鈥極h hell鈥; and Helvetin helvetti, meaning 鈥楬ell of hell鈥. You can also say Helvetin kuustoista, meaning 鈥楬ell’s sixteen鈥.
Saatana 鈥楽补迟补苍鈥 Exclamation. Another version is Voi saatana, meaning 鈥極h satan鈥. You can say On t盲盲 saatanallinen ty枚maa, which literally means 鈥楾his is a satanic construction yard鈥, or more colloquially 鈥楾his is such a pain in the arse鈥.
Perse 鈥楢谤蝉别鈥 An exclamation with variations: Voi perse, meaning 鈥極h arse鈥, and Perseen perse, meaning 鈥楢rse of the arse鈥. You can also say Perseen suti, meaning 鈥楾he brush of the arse鈥 when something goes really wrong.
Paskiainen 鈥楽丑颈迟丑别补诲鈥 A form of name-calling used in the same way as 鈥楽on of a bitch鈥 in English. Another version is Senkin paskiainen, meaning 鈥榊ou shithead鈥.

Iceland

Swearword Literal meaning Description
Andskotans 鈥楾he devil鈥檚鈥 Used descriptively prefacing another swearword, e.g. andskotans fl贸n, meaning 鈥榯he devil鈥檚 idiot鈥. Another version is andskotinn sj谩lfur, meaning 鈥榯he devil himself鈥, which is used to describe a person.
顿箩枚蹿耻濒蝉颈苍蝉 鈥楾he devil鈥檚鈥 Used descriptively prefacing another swearword, e.g. dj枚fulsins gunga, meaning 鈥榯he devil鈥檚 coward鈥.
贬别濒惫铆迟颈 鈥楬别濒濒鈥 An exclamation that can be combined with other swearwords, such as fokking helv铆ti. Another version is the curse far冒u til helv铆tis, which means 鈥榞o to hell鈥.
Rassgat 鈥楢谤蝉别丑辞濒别鈥 Used in multiple curses, e.g. far冒u 铆 rassgat, which means something along the lines of 鈥榗rawl up your own arsehole鈥. Can also be used for expressing endearment. Hva冒 镁煤 ert miki冒 rassgat!, which means 鈥楢ren鈥檛 you a little arsehole!鈥, is perfectly fine to say to your lovely little niece or nephew, for example.
Haltu kjafti 鈥楬old your mouth鈥 Used in the same way as 鈥榮hut up鈥 in English. Haltu 谩 ketti literally means 鈥榟old the cat鈥, and is a euphemism for haltu kjafti.

Norway

Swearword Literal meaning Description
Faen 鈥楾he devil鈥 Exclamation. Fy faen is a stronger and very common version of the word.
闯忙惫别濒 鈥楾he devil鈥 A form of name-calling used in the same way as 鈥榊ou fucker鈥 in English. 闯忙惫濒补 is the adjective version, e.g. Din j忙vla idiot, which means 鈥榊ou devilish idiot鈥.
Drittsekk 鈥楽丑颈迟产补驳鈥 A very common form of name-calling that can be compared to 鈥榮cumbag鈥 in English.
Skitt 鈥楽丑颈迟鈥 An exclamation that is often used when faen is too loaded, for example when expressing indifference to a minor incident.
Fakk deg 鈥楩uck you鈥 An insult used in the same way as its English counterpart. It can also be used sarcastically/playfully. This is an example of how 鈥榝uck鈥 can be used with a Norwegian spelling.

Sweden

Swearword Literal meaning Description
Fan 鈥楾he devil鈥 A very common exclamation that has almost lost its offensiveness. It can also be used as Fy fan to show disgust.
Satan 鈥楽补迟补苍鈥 Exclamation. It鈥檚 also used with 辞肠办蝉氓 in the expression Satan 辞肠办蝉氓! in the same sense as 鈥楩uck!鈥.
闯盲惫濒补谤 鈥楧别惫颈濒颈蝉丑鈥 Very commonly used as an exclamation (闯盲惫濒补谤 辞肠办蝉氓!) and description (din j盲vla idiot, meaning 鈥榶ou devilish idiot鈥).
Helvete 鈥楬别濒濒鈥 Exclamation. Another version is the expression Helvete 辞肠办蝉氓!, which literally means 鈥楬ell also!鈥.
Attans 鈥楨颈驳丑迟别别苍鈥 An exclamation used much like 鈥楧amn!鈥. As a euphemism, it is not technically a swearword, and is very unloaded.

Now that you know more about the controversial linguistic practice of swearing in the Nordic languages, you鈥檒l be able to show off what you鈥檝e learnt. Nordic people tend to have a great sense of humour and they鈥檒l probably enjoy hearing a foreigner swear like a native!

Just remember to keep the swearing to informal situations 鈥 Sandberg takes no responsibility for any lost job opportunities due to foul language!

Christina Bjerggaard is a Danish translator at Sandberg. She wrote her master鈥檚 thesis on the translation of swearwords from English to Danish and, with her additional research for this article, is now our in-house profanity expert!

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Being a FIG in a Nordic company: what the fig do we actually do? /being-a-fig-in-a-nordic-company-what-the-fig-do-we-actually-do/ Thu, 23 Apr 2020 09:12:23 +0000 /?p=24377 At Sandberg, we鈥檙e best known for our Nordic language solutions, so you might be forgiven for thinking that all our in-house linguists specialise in Nordic languages in one way or another. However, there鈥檚 a whole other side to Sandberg: a team of English linguists known as the 鈥楩IGS鈥 who translate and handle projects from French, ...

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At Sandberg, we鈥檙e best known for our Nordic language solutions, so you might be forgiven for thinking that all our in-house linguists specialise in Nordic languages in one way or another. However, there鈥檚 a whole other side to Sandberg: a team of English linguists known as the 鈥楩IGS鈥 who translate and handle projects from French, Italian, German and Spanish into English (see what we did there?).

Headed up by Account Linguist Team Leader Tom McNeillie, our FIGS team is now nine members strong, with two dedicated full-time translators as well as seven Account Linguists able to translate projects themselves and manage larger projects in conjunction with our trusted pool of freelancers.

But what does a typical day in the life of the FIGS team look like and what sort of work are we especially passionate about? With it being today (23 April), it felt like the perfect opportunity to get talking to my fellow FIGS鈥

1. French and German financial translation

One of the team鈥檚 key areas of expertise is in the financial domain. We receive texts such as key investor information documents (KIIDs), annual reports, commercial register extracts and prospectuses on a daily basis from a number of well-known French and German financial institutions. Thanks to years of experience and carefully managed translation memories, as linguists we are able to work through these efficiently and deliver highly consistent output that adheres to the terminological specifications of each client.

Translating these kinds of projects is a little like working on a puzzle 鈥 you have to piece together previous content and combine it with new information, keeping as close to previous examples as you can. The texts follow such strict conventions and formats that they also allow our linguists to gain a specialisation and an understanding of complex financial terms.

As Account Linguist Tom Beer puts it, 鈥淭he translation work we carry out is varied, but I do particularly enjoy applying my financial knowledge to fund reports and also learning how current affairs have impacted the markets.鈥

Our English translation services

We offer translation services into English from French, Italian, German and Spanish (FIGS), as well as the Nordic languages.

2. Clinical trial and medical translation

Another area where the team really excels is medical translation 鈥 specifically the detail-oriented world of clinical trials. This includes correspondence between medical professionals and ethics committees, requiring strict adherence to pre-existing study titles, guidance documents and official translations for the names of healthcare bodies. It can also bring up a whole host of medical terminology, meaning that our linguists are constantly kept on their toes.

But it鈥檚 a challenge that they really love. English Translator Rebecca particularly enjoys these projects: 鈥淢edical texts are one of the more complex and technical domains we work on, however, the key to cracking medical is terminology:听our specialist terminologists constantly work to ensure our term base is comprehensive and reflects current standards.听I love a challenge and the fact that I am constantly learning on the job.鈥

3. Adaptation from US to UK English

English adaptation is undoubtedly an expanding stream of work for Sandberg. This typically involves us reviewing US English marketing material and software strings for Silicon Valley tech companies and localising it so that a UK audience feels that it was written specifically for them. It can be more work than it sounds 鈥 it鈥檚 not simply a case of changing a few Zs to Ss. The two locales have different punctuation and grammar rules, and there are many cultural references that need changing 鈥 think school systems, food, even office vocabulary.

One of the great things about these projects is the unusual and exciting content that sometimes crops up. Junior Account Linguist Mary-Anna enjoys working on something different: 鈥淚t’s fun to get involved in something creative! It鈥檚 a nice break from the heavier work when you get to adapt a quiz or a game.鈥

So the next time you see your workplace collaboration platform suggesting a 鈥渢akeaway pizza鈥 social, consider there is probably a linguist somewhere who has adapted it from 鈥渢aco takeout鈥 and given considerable thought to the best solution.

4. Project management

As an Account Linguist team, we have the flexibility to work on those small urgent jobs that need assigning quickly to in-house linguists who can react straight away, while also getting stuck into larger, more complex jobs that require careful planning and scheduling with hand-picked, well-trusted freelancers.

For example, every spring we get the chance to manage the translation and revision of large French annual reports called universal registration documents听for some major industry names. These require us to book out linguists in advance and can have many stages running simultaneously, i.e. one chapter might be in the quality control step while another is being translated. And it鈥檚 our job to communicate all of the client鈥檚 feedback to our linguists, making sure everyone is on the same page.

Quite a few members of our team expressed a real love for this side of their work and the buzz that they get out of a project coming together. 鈥淲orking directly with the client and building a rapport with them allows you to take real ownership over that work and the final product, so you can take real pride in the outcomes and delivered material,鈥 says Senior Account Linguist Ryan.

5. Hopes to expand into different areas in the future

With all of this work going on, our team still have many more skills to bring to the table and areas they would like to develop. One of these is Spanish, a language which three members of our team speak and for which we are building up terminology resources to support.

Spanish to English is Junior Account Linguist 贰濒辞颈蝉别鈥檚 favourite language combination: 鈥淚 love the way the language flows and would enjoy working on more creative jobs in Spanish so that I can use听a wider range of vocabulary.鈥 Similarly, some members of our team have a real flair for marketing texts and would like to expand on the skills acquired from the press releases and brochures we already work on.

6. Teamwork

And finally, supporting each other as a team is vital to our work. When asked what aspect of the job they liked best, everyone mentioned how much they value the other members in the team and the flexibility we get from working with others who can react to anything at any time. Over time we have grown and learnt each other鈥檚 strengths, meaning we can work as efficiently and effectively as possible. Teamwork really is the bedrock of what we do!

For a brief summary of the information in this post, why not download our PDF on our FIGS Account Linguist team?

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5 interesting British dialect features /5-interesting-british-dialect-features/ Wed, 12 Feb 2020 13:49:26 +0000 /?p=22577 English is estimated to be spoken by 1.5 billion people around the globe, making it the world鈥檚 third most widely spoken language. Around 60 million of those speakers are concentrated in the UK. Whilst many people have some knowledge of English in one of its many forms, some of the intricacies of British English are ...

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English is estimated to be spoken by 1.5 billion people around the globe, making it the world鈥檚 third most widely spoken language. Around 60 million of those speakers are concentrated in the UK. Whilst many people have some knowledge of English in one of its many forms, some of the intricacies of British English are unknown to many people outside of the isles.

As it has come into contact with so many other languages over time, English has taken in loanwords from all over the world. Many English words (perhaps as many as one third) have their roots in Norman or French: both languages derived from Latin. As the ruling class spoke Norman, and later French, many words and phrases passed into the language of the people.

However, what we don鈥檛 necessarily realise is that there was significant influence from Viking settlers. As they didn鈥檛 infiltrate the religious establishment or aristocracy 鈥 the main centres of education at the time 鈥 much of their influence never found its way into the written language and was lost. Their legacy in English is limited to vocabulary, and some say accent.

Our Nordic translation services

Sandberg is your translation partner for communications in the Nordic market. We have scalable quality solutions for all your Nordic languages needs and from the Nordic languages, German and French into English.

1. bairn

In north-east England and Scotland, you might use the word bairn for a child, a word which is actually borrowed from the language of the Viking settlers. This word still exists in Scandinavian languages as barn. Whilst it鈥檚 hard to accurately judge how those settlers would have spoken, it鈥檚 believed that the characteristic spoken by the Vikings.

2. you(s)

In Standard English, we鈥檝e done away with a unique  common in many other languages (e.g. Swedish ni, French vous and German ihr) when addressing more than one person, instead of just opting for you which can refer to either one person or a group. This sometimes causes misunderstandings, as it鈥檚 unclear if the speaker is talking to an individual or a group.

However, in some areas of the UK, English speakers have found new ways to distinguish between the singular and plural. In north-east England, Northern Ireland and Scotland, yous is commonly heard to refer to a group (or ye in other areas), and then there鈥檚 测鈥檃濒濒 in parts of America! Finally, there鈥檚 you lot, probably used most often to grab the attention of a group of kids.

Ye comes from Anglo-Saxon and was one of four options, depending on number and formality, between you, ye, thou and thee. As these fell out of favour and you took over as the dominant second-person pronoun, English speakers started to create unofficial alternatives to signify number.

3. The word for 鈥榖read roll鈥

It鈥檚 not just external forces that have shaped the English language of the British Isles: plenty of quirks have evolved on their own. Everywhere you go around the UK, you鈥檒l stumble across a that you might put your burger in.

The name for this food is a big topic of conversation at British universities (other than actual academic subjects) 鈥 often people refuse to believe barm cake (Greater Manchester and Lancashire) is the same as a bread roll. Someone will jump in with cob (Leicestershire, Nottinghamshire and Derbyshire), and someone else will claim it has to be wider and flatter before it can be a cob. These are more or less all regional variations on the same item. There are other options too such as teacake, muffin, batch, bun, roll

4. bath/barth

Perhaps the most infamous and often divisive language debate in England is the , which centres on whether to use a 鈥榮hort a鈥 or 鈥榣ong a鈥 in words like bath, ask and grasp (the 鈥榣ong a鈥 sometimes being written as 鈥榓r鈥). It seems like a classic north鈥搒outh divide, but both sides do have a case.

Surely, it鈥檚 grass with a short 鈥榓鈥, like in sand? It鈥檚 an 鈥榓鈥 in the middle of the word, there鈥檚 no 鈥榬鈥. And yet, we say drama with the long 鈥榓鈥, which is rooted in Latin, which would in modern French and Spanish be pronounced close to the short 鈥榓鈥 sound anyway.

Then there are the fringe words 鈥 in which only speakers of a handful of dialects in the south of England would opt for the long 鈥榓鈥 鈥 such as transport or plastic. There are other slight variants too, such as in the west of England which is a longer 鈥榓鈥 without the 鈥榬鈥 sound, which is closer to the modern-day American pronunciation.

5. Swearwords

Swearing is very common in all the languages I have any knowledge of, and I鈥檓 sure it鈥檚 common in all the others too. The English language has a special relationship with swearwords and frequent use of them has become part of the British English stereotype.

But what is a swearword? Some linguists believe that certain swearwords 鈥 I won鈥檛 specify which 鈥 can be viewed as their own word class. You could fit a certain word almost anywhere in a sentence, to emphasise a different part of the phrase.

The only place a swearword couldn鈥檛 be used would be before an article like 鈥榓鈥 or 鈥榯he鈥, or a pronoun like 鈥業鈥. Certain words have been used so frequently in colloquial contexts that they have been given their own grammar rules and place in a sentence, distinct from any other word category in English.


English has evolved hugely across many places, leaving behind many different locales. This is important to bear in mind in translation. As we鈥檝e seen, amongst the English speakers in the UK alone, there is a great deal of variety, which can be problematic when translating for a UK audience.

Finding a suitable term that will work for all areas in the target market can be challenging and requires a dedicated linguist who is aware of all the possibilities and connotations. Luckily, we鈥檝e got our own in-house native English speakers to guide you every step of the way and make sure your translation cuts the mustard.

is one of our Account Managers. With a background in modern languages and project management, he鈥檚 keen to connect with people and build strong working relationships with professionals across the world.

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3 approaches to adapting US content for UK audiences /3-approaches-to-adapting-us-content-for-uk-audiences/ Thu, 31 Oct 2019 12:10:58 +0000 /?p=21554 The clich茅 goes that the best translation work is invisible: when translation鈥檚 done well, the reader feels like the text was written in their language, just for them. But there鈥檚 perhaps an even more invisible type of linguistic work that we do on a regular basis: English adaptation. The exact definition of what constitutes adaptation ...

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The clich茅 goes that the best translation work is invisible: when translation鈥檚 done well, the reader feels like the text was written in their language, just for them. But there鈥檚 perhaps an even more invisible type of linguistic work that we do on a regular basis: English adaptation. The exact definition of what constitutes adaptation is a fuzzy one, but it can range from simply changing a few spellings to a deep, thoughtful localisation that considers syntax, colloquial expressions, cultural references and even what information is important in different cultures.

The most common language combination we encounter is听 to , although occasionally we鈥檙e asked to work in the other direction. There are of course other national standards for English too, such as , and , each with their own wrinkles and idiosyncrasies.听

You鈥檝e lost me, mate

But why is adaptation necessary? Can鈥檛 English speakers understand each other鈥檚 dialects easily enough that changing a text written in one anglophone country so it conforms with the standards of another鈥檚 is a waste of time? Well, though it鈥檚 true that most of the message gets across, the differences are greater than they may seem at first. Also, UK audiences in particular can find US English unfamiliar and alienating, and in some cases even downright irritating.

Not only is there an entirely different set of cultural references, but national senses of humour diverge greatly.

A classic scenario where the differences in English become apparent is in films and TV programmes that have crossed the Atlantic in either direction. Not only is there an entirely different set of cultural references, but national senses of humour diverge greatly. Most Brits have experienced the feeling of not getting a joke in an American film or TV programme because the cultural reference didn鈥檛 translate, and I鈥檓 sure that the feeling is mutual.

A couple of examples from my childhood that always puzzled me were 鈥渓amars classes鈥, which I didn鈥檛 find out until relatively far into adulthood are actually called 鈥溾. I also remember being baffled about 鈥淎ltoids鈥 (a type of mint common in the US, but to me some mysterious body part, mentioned in听) and 鈥淭riscuits鈥 (mentioned in the听episode 鈥淭he One with the Baby Shower鈥). I thought the latter was spelt 鈥渢risket鈥 and was some kind of ancient weapon.

These strange terms not only caused confusion, but they made me feel like I wasn鈥檛 in on the joke. If you鈥檙e a marketer from the US launching your product on the UK market, you run the risk of making your British audience feel the same way if you don鈥檛 get your marketing content adapted.

By the same token, it鈥檚 important to stay authentic to your brand and its values. Sometimes your brand鈥檚 cultural roots and heritage is what makes it stand out in your target market 鈥 , for example.听

However, no matter what sector you operate in, some level of localisation will be required, whether that鈥檚 for product, marketing or even internal communications.

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The adaptation spectrum

Approach 1: Reproofing

As mentioned at the start of this post, adaptation means different things to different people. For many clients, it can be as simple as changing a few zeds (or zees) to esses and jettisoning the odd , along with changing date formats, . We can call this type of adaptation reproofing, as it normally just involves skim-reading the source text.

Approach 2: Traditional adaptation

Sometimes this is enough: for example in business reports or technical manuals. Often though, clients want us to go further, changing terminology where relevant and possibly even phrasing. This is what clients normally mean by adaptation.

Approach 3: Full localisation

At the furthest end of the spectrum, clients want us to consider all of the above, plus the connotations of particular turns of phrase that might offend in the target market, as well as cultural references that could be lost on the target audience. In this way, the job becomes much more like a transcreation or localisation project, and requires considerable time, research and effort, rather than a simple spell check.听Let鈥檚 call this type full localisation. This type of project doesn鈥檛 come along every day, but when it does it can be the most impactful on the client鈥檚 target audience, as well as the most fun for linguists to work on.

We can visualise these types of adaptation on a spectrum:

As you can see, each requires a different approach and level of commitment. The tools used for each type of work also vary.

What鈥檚 the actual difference between US and UK English?听

Sometimes the line between US and UK English is not as clear-cut as it may seem. Spelling differences are easy to identify, as is the American propensity to capitalise the first letter of every word in headings. Then there are the famous terms all native English speakers know:听truck听vs听lorry,听candy听vs听sweets,听autumn听vs听fall. Depending on the domain and text type, the density of such terms can vary greatly.

What鈥檚 harder to pin down is the feeling that many British English speakers have that something just 鈥渟ounds American鈥. This gut reaction is not always rooted in solid linguistics: many terms have crossed the Atlantic in both directions, and American English preserves many archaic terms that had their origins in the British Isles.

The sum of these hundreds of tiny stylistic choices can be much greater than its parts.

There are certain tendencies that crop up again and again. Brits are quite fond of the perfect tense 鈥 most preferring听I鈥檝e already eaten听to the American听I already ate. This extends to the common phrase听Forgot password?, which is rendered as听Forgotten password?听in UK localisations of many web services. The way both nations use modal verbs varies quite substantially too:听must听is more common in US English than UK English, whereas听shall听is barely used west of the Atlantic despite still being in daily use in the UK.

The minute differences are too numerous to list here, and many resources exist that map out the differences in spelling, vocabulary and syntax. However, the sum of these hundreds of tiny stylistic choices can be much greater than its parts. They all combine to create a general sound, a feel, that many native English speakers can detect even if they can鈥檛 point out exactly what sounds odd about a particular construction.

Identifying all the possible changes that can be made is a complex task and requires an intimate knowledge of linguistic norms on either side of the Atlantic, as well as a keen eye. Often in cases of uncertainty, linguists must rely on gut instinct or straw polls of colleagues to check the validity of the changes they wish to make.

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Director鈥檚 Cut, take 20: Thoughts on the loo /directors-cut-take-20-thoughts-on-the-loo/ Wed, 09 Oct 2019 10:12:34 +0000 /?p=21537 How long does it take to teach someone to use the loo? For some, learning this fundamental part of life apparently takes a lifetime. I鈥檝e lived in the UK for 22 years, and I was married to an Englishman for a further 10 years before that. I am also a qualified TEFL teacher and have ...

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How long does it take to teach someone to use the loo? For some, learning this fundamental part of life apparently takes a lifetime. I鈥檝e lived in the UK for 22 years, and I was married to an Englishman for a further 10 years before that. I am also a and have a master鈥檚 degree in English. Yet it took me until this summer to grasp a quintessential British fact: it鈥檚 a posh thing to go to the loo.

A loo is a toilet. I get that. Water closet, lavatory, ladies鈥, cloakroom, restroom, bathroom鈥 a beloved child has many names, as the Finnish saying goes. I hear the word loo in conversations every day, so I naturally know what it refers to. But I always thought it an informal, colloquial word that sounds a bit childish. After all, it rhymes with poo! All these years I have been asking where the toilet is, whereas my friends have been frequently going to the loo. Whilst I thought my manner was the more proper and grown-up, it now turns out I have been the more unrefined and crude.

A question of register

听is the term we use to define the level of formality in language. The correct register is always determined by the context and by what the speaker or writer wants to convey. Formal听language听is proper, whereas informal language is conversational or casual. After my discovery, sheer curiosity drove me to look up the register of loo. Some dictionaries and online sites seem to define it as an informal word for lavatory. They definitely say it is 鈥渋nformal, British鈥. But when I asked real, living specimens of British native speakers, they rather uniformly agreed that loo is a posh word.

Some words, and how to use them, we only pick up by observing how other people deal with them.

When acquiring language skills, we learn many words through formal education and by reading books. But some words, and how to use them, we only pick up by observing how other people deal with them. Even the best dictionaries fall short of explaining how synonyms 鈥 words or phrases that are supposed to mean the same thing in the same language 鈥 relate to each other. And they most decidedly can鈥檛 teach us what impression we give when we use one synonym instead of another.

What illustrates this challenge beautifully is words used to describe body parts. Yes, those body parts. What should I call them when I speak with my mother, what words should I use on a girls鈥 night out, how do I discuss them with my boyfriend, what terms do I teach my children and how do I refer to them at the doctor鈥檚 surgery? All words have connotations and whilst on occasion sounding like an adult movie buff is beneficial, another context might necessitate the overtones of someone with a degree in human anatomy.

Deliberate choice or learner error?

It鈥檚 tricky enough in your mother tongue. Taken over to a foreign language, the margin of error increases. And yet the tolerance for errors in register may not, especially if you are deemed a fluent speaker of the language. The better you are, the less people expect you to make mistakes; they interpret your tone of communication as a deliberate choice. In fact, most readers and listeners never pause to analyse elements like register in our language use 鈥 the impressions simply seep into their consciousness unnoticed.

Which brings me back to the loo. There are many euphemisms for asking about the smallest room in the house 鈥 I believe using the word 鈥榯oilet鈥 is considered slightly bad form in America too 鈥 and there are equally many theories about the origin of the word loo. Since this is not an etymological article, I won鈥檛 explore those topics here.

Symbolic of a deeper hierarchy?

What I鈥檇 like to end on is the British notion of class and how it is betrayed by the way they speak and the words they use. How people used to refer to their midday meal, the lavatory and the living room in the 1950s were explicit markers of their class. The same words continue to be seen as class indicators today.

It seems simply misleading that a word like 鈥榩udding鈥 should be considered posher than 鈥榮weet鈥.

The apparently innocent choices of dinner (middle class) vs听luncheon (upper class), toilet (m) vs听lavatory (u) and lounge (m) vs drawing room (u) still prompt people to make judgements about the speaker鈥檚 class. The perceptions will of course keep changing and are impacted by the speaker鈥檚 and listener鈥檚 geographical origins as well. As an outsider using the English language without a value system attached to it, I find some of those vocabulary choices counter-intuitive. From an onomatopoetic point of view, it seems simply misleading that a word like pudding should be considered posher than sweet.

Class distinctions may not be a factor in global communications, but they illustrate the fact that language is used to create a sense of belonging. When language is used to persuade, influence and motivate, the aim is to get the audience to identify with or aspire to what is offered.

Successful marketing relies on the effective use of persuasive language. In this age of digital and social media analytics, marketers use data analysis to build buyer personas and create smaller-scale, focused campaigns for them. For the words used in each campaign, it takes native speaker skills to create messages that are adequately nuanced. That is why producing content to this effect is a task for qualified language experts working in their mother tongue. Any other solution carries the risk of missing the mark 鈥 and missing the mark repeatedly could become your particular Waterloo (pun intended).

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