What kind of language specialist are you?

A few months ago, we redefined the role of translators, now referred to as language specialists. They are not merely bilingual; they are multitalented professionals navigating a complex landscape of digital content, various formats, cultural nuances, and regulatory frameworks. They possess a dynamic set of traits: they are creative linguists, smart technologists, cultural consultants, content optimizers, and industry experts. 

In the future newsletters, we will delve into these fascinating traits. Let's begin with creative linguists.

Consider the most recent advertisement or marketing slogan you encountered. Would its message resonate with someone on the opposite side of the globe? Chances are, it wouldn't. The intricacies of language make it highly nuanced, rendering what works in one country ineffective in another. This extends beyond words; images also carry nuanced meanings. For instance, the colour red signifies danger or urgency in Europe but represents energy, celebration, and prosperity in China. 

This example is just the tip of the iceberg; numerous cultural intricacies exist, demanding companies to navigate through them. This is where language specialists come into play.

Today's creative linguists are multitalented artists who wield their language skills with an extraordinary level of intelligence and imagination, uniquely human. Their primary role surpasses the mechanical process of converting words from one language to another; they are message crafters capable of capturing not just the words but the essence of the conveyed message.

A defining characteristic of creative linguists is their ability to transcend linguistic boundaries. Unlike translators converting one language into another, creative linguists bridge cultural gaps. They recognize that language is not just a communication tool; it carries culture, history, and identity. 

Creative linguists appreciate the nuances, idioms, and cultural references embedded in a language, ensuring they are retained, modified, or adapted to resonate with the target audience. Like a sculptor shaping a masterpiece, they meticulously select words and phrases to convey the intended message with elegance and precision. 

Understanding that language is a living entity capable of evoking emotions, creating connections, and inspiring action, creative linguists meticulously choose words, tone, and style to craft messages that leave a lasting impact. While a well-translated message may be understood, a creatively crafted one will be remembered. 

In a world that has never been smaller or more interconnected, the work of creative linguists is crucial in fostering understanding, appreciation, and empathy between different cultures and societies. These language specialists embody the beauty and power of human communication.