By Hansen Ding In recent years, Multiculturalism has been maligned by opponents to the point that even political supporters often avoid the issue due to it’s controversy. Politicians skirt around it so much one would think it was a shameful word. The modern debates which revolve often around issues of asylum seekers, boat people and …
I want everybody to picture a Chinese marketing manager. He’s overseeing the entry of authentic pre-made dumplings to Australia. His target market are suburban “true blue” Australians who like a bit of oriental cuisine, but find going to the crowded stores in Chinatown to hunt through suspicious products in foreign languages rather intimidating. “Well first …
It’s 11:30 am. You are walking past Sydney’s iconic Darling Harbour as your Ipod croons M.J’s ‘Black or white’. You suddenly see a whole lot of people coated in colour from head to toe playfully spurting water on each other. As you revel in this moment of contradiction, you realise the synchronicity of Australia and India during the month …
Two years ago, we wrote the article “Hall of Shame: The Art of Translation” showcasing the importance for marketers and advertisers to engage experts in translation and transcreation. The key message was to avoid embarrassing social, lingual and cultural gaffes when marketing to multicultural audiences by considering all angles. It seems that times change, yet …
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