FRESHLY SQUEEZED CONTENT

Recently, the Portuguese online community took the Internet to complain about the Brazilian Portuguese subtitles on HBO’s series ‘The Last of Us’. The streaming service provided subtitles only in Brazilian Portuguese, frustrating European Portuguese speakers.

We get it. It is hard to understand why a giant like HBO did not provide localized subtitles, but, for many Brazilians, this was another opportunity to feed the rivalry between the colonizers and the colonized, in this case, Portugal and Brazil. Boy, we love controversy! 😜

Today, Brazil has about 200 million people, while Portugal has about 10 million. Most content– whether is entertainment, literature, essays, material available online–ends up being translated only into Brazilian Portuguese.

That said, if Portugal is a relevant market for your brand, we definitely recommend localizing your content for European speakers, to avoid any kind of online backlash. At Peel The Pineapple, we also work with European Portuguese writers and offer services like adapting European Portuguese to Brazilian Portuguese, or vice-versa.

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#brazilianportuguese #europeanportuguese #subtitling #thelastofus #hbo #streaming

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

When Noel Gallagher wrote the nonsensical verses of Champagne Supernova, asking ‘Why, why, why, why…’, he didn’t think about the Portuguese language for sure, but you might find yourself ‘caught beneath the landslide’ by knowing that Portuguese has 4 different spellings for the word ‘why’–por que, porque, por quê, and porquê.

The pronunciation of the different versions of ‘Why’ in Brazil is the same, in Portugal, it is slightly different, but, oh well… On a daily basis, most people abbreviate the word by using ‘pq’, avoiding choosing an option altogether. Why bother, right? 🤷

But, in advertising and marketing campaigns, as well as printed materials, it is essential to know the difference, even if it is purely about grammar.

Brazil, Portugal and other Portuguese speaking countries signed a spelling agreement a few years back, but this issue was not contemplated, and the spelling rules of ‘porque’ remained different.

Did you know that?

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#portuguese #brazilianportuguese #europeanportuguese #translation #transcreation #spelling #language #insight #popreport #acordoortografico #oasis

In 1995, the internet became available in Brazil, and revolutionized the way we communicate with each other. The World Wide Web also brought loads of new terms to our daily lives—login, download, user, upload, and so on…

That said, how would people say these terms in Portuguese? Some of them have never been part of our language up to that moment in time, and the choices made back then by translators would define the way these words would be written and spoken for decades to come. Exciting mission, right?

Let’s take a look at the word ‘usuário’, our translation for ‘user’, for example. This word used to be attached to drug addicts, and it had a negative connotation in the 90s. Nowadays, it’s widely used when referring to internet users. It’s proof that translators can actively change language. Did you know that?

#brazilianportuguese #internet #translation #translators #transcreation #UI #90s