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For those who are not familiar with the Translation industry, the term Localization might not mean much, but, for creative copy that requires cultural knowledge, localization is essential because it adapts cultural references, expressions, idioms… They all differ depending on the country, and we cannot translate them literally. Think about this, Americans have the habit of buying coffee to go, but in Brazil we mainly drink coffee at home or at work. And this is just the start.

It is also important to take in consideration other aspects like class and race, if you want your copy to resonate well in the target market. Recently, we have been working on a job that, in a few instances, sounded ‘too white’? Even if the social angle has not been taken into consideration during the creation of the source copy, the transcreator must have this in mind while adapting the text, especially in a continental country like Brazil, full of intricacies and social issues.

More than a linguist, a transcreator should be a cultural expert, someone able to recognize when something sounds off.

#localization #localisation #transcreation #translation #brazil #brazilianculture #culturalinsight

Love it or hate it, literal translations do exist, and sometimes they become the norm. Shall we fight them or embrace them?

Well, it depends.

Some words from the tech industry were translated literally (or kept in English) right from the start, and became part of the vocabulary of Brazilian Portuguese speakers. Think about ‘post’, ‘download’ and ‘suporte’ (from tech support). These words are already part of our lives.

But, can we say an online platform is friendly (amigável) in Portuguese? Oh my, this hurts our ears!👂🏾The thing is, a platform is not human, so it can’t inherit human qualities. ‘Intuitive’, for example, sounds much better in Portuguese, and it also conveys the idea that the platform is easy to use.

So let’s not be lazy, ok? But let’s not be language purists either 😉 We know this is a thin line, but, at Peel The Pineapple, we believe translations should reflect everyday use whenever possible and suitable.

What do you think?

#translation #transcreation #brazilianportuguese #portuguese #brportuguese #onlineculture #onlinebehavior #userinterface #UI #UX #translator #translationtips #portugues #portuguesbrasileiro #portugueseuropeu #tradução #transcriação

In Portuguese, the diminutives make a very cute sound, but its meaning sometimes gets lost in translation. Words in its diminished form tend to carry less weight, and Brazilians use them to soften things up and get what they want. Sneaky, we know... No wonder some Portuguese people say we speak ‘Portuguese with sugar’.

In English, diminutives may be perceived as something childish, but in Brazilian Portuguese, everyone uses them daily, from doctors to judges and shop assistants, without even a hint of irony.

But, as with everything else, context is essential.

➡️ A ‘minutinho’ may last forever;

➡️A ‘professorzinho’ would be a teacher that doesn’t quite match our expectations;

➡️A stop for a ‘cervejinha’ will usually involve several bottles of beer 🍻🍻🍻

Follow us to know more about Brazilian culture.

#brazilianportuguese #portuguese #language #translation #transcreation #culturalinsight #brculture #culturabrasileira #portugues #portuguesbrasileiro

If you ended up following your page because of our cultural insight videos about Brazil, you might be wondering… But what does Peel The Pineapple do? One of our main expertises is Transcreation, an industry acronym for Creative Translation. But what does that mean?

Transcreation is a common practice to adapt advertising, marketing and branding materials. The idea is to preserve the original meaning while conveying the same emotion to appeal to a local audience.

Everything starts with a creative brief. From there, local copywriters adapt the client’s message, maintaining its intent, style, tone and context.

In order to make things even clearer for clients, transcreators may present rationales. They are great to explain our word choices, local expressions, idioms and puns. Our writers also provide insights about consumer behavior, market particularities, and social media trends.

Wanna know more? Get in touch!

#transcreation #marketing #creativetranslation #translation #culturalinsight #localmarkets #socialmedia #trends