Mannequin challenge, crowdfunding, hipster, freaky, wearable, cookies, coworking;these are just some of the many out there and we’re surrounded by them. We see them on the restaurant bill, in advertising, in technology, on the beauty center’s list of services, and in many other situations.Neologisms are inevitable as they keep popping up, and they are part and parcel of the natural evolution of any language.In this post, we’re interested in evaluating the merits of translating neologisms in service companies.[Sharer]
Neologisms have their naysayers, those who are of the opinion that they contaminate the purity of a language or that it’s simply ridiculous to adopt a word from another language when they can use one that already exists in their own.On the other side of the fence are their defenders, those who believe that neologisms further enrich a language and are completely natural, or that doing away with their translation is a good marketing strategy.This is because, more often than not, the translation of neologisms or the lack thereof is something that translation companies should consider.Translation and marketing are symbiotic.The service sector provides a lot of work for translation professionals and translation is in turn a good marketing strategy, as in the case of the translation of blogs or newsletters of any company.
One of the reasons why people choose not to translate neologisms is the pressure exerted by crazes and the latest trends.Most of us find what’s different attractive: it sounds better to our ears and grabs our attention in a way that something fairly commonplace doesn’t.We like to go to places that are pet friendly, chat up the restaurant’s maître d’hôtel and enjoy a gift voucher in a shopping mall.This evidence can be a compelling reason to avoid the translation of neologisms referring to services or products that are up-and-coming trends or others that already exist.
But aside from this reason, which we could consider a tad frivolous, there are many other more practical reasons.In the tourism sector, foreigners can feel more comfortable with a certain text if they find words in it in their own language, as these make it so much easier for them to understand, even though they are just part of the whole picture.Not translating neologisms may help simplify things, as several languages can use the same term for the same product or service.This is something that those who harbor deep suspicions about everything related to globalization would detest.
The translation of neologisms in service companies remains open to debate due to their very nature—they arise as a result of trends and the need to name new realities—, and because translation and marketing are analyzed from a different standpoint on a case-by-case basis.It’s not without controversy, but a translation company like us can give you advice and help you decide which option is the best for you and your business.If your company is in the service sector and you’re considering the best marketing strategy through translation, here at Okodia, we’ll be more than happy to help you figure it out!