There are 6 main dialect groups of French, with more subgroups:
European
French, Quebec Canadian French, Haitian Creole, African French,
Island French, Cajun.
EUROPEAN FRENCH
This is the main and acknowledged "proper" French. It
is the French translation of choice for documents or recordings
that will be sent to multiple countries, and also the language for
legal and other official translated materials throughout the French
speaking world. There are stringent rules for French grammar, spelling
and usage, all emanating from France, and accepted worldwide. The
French are patriotic and have the solid history of being the center
of the French universe. France has been one of the civilized world's
unforgettable influence in art, culture, language and music.
For advertising, the rules of French grammar can be bent, just as
in English, but the advertising writer must know the exact flexibility
of the language, or risk serious offense. When working with European
French language countries, other dialect translations are not acceptable.
Thus, it is not accepted to use a Quebec or an African translator
for a project destined for Europe. Under-educated written French
will also damage a client's image, and a dialect voice talent used
on sales or training multimedia will significantly miss its mark.
On the other hand, excellent French translations created in France,
and multimedia that use voice talent recorded directly in France
are received with wild enthusiasm.
QUEBEC
CANADIAN FRENCH
Extremely popular in North America, Canadian French as spoken in
Quebec is a dialect. The popularity of Canadian French translation
is in part due to the increase in effectiveness and higher sales
linked to a good Canadian French translation, and is also the result
of Canadian law that certain materials must be bilingual English-French
to be allowed into the Canadian market. The French of Quebec is
recognizable by different word usage and grammar differences from
Euro French. For voice recordings, Quebec has 3 major variations
on its own dialect, each accent sounding stronger to the ear. There
is a "broadcast accent" that is used by news anchors and
major national commercials; a more "Quebec" sound
that is used for most advertising, video translations and training
and sales CD-Roms; and a third accent called "street
accent" that is never used for recordings unless there is a
specific reason. The people of Quebec are lively, dynamic and extremely
patriotic. Although they will understand Euro French translation
with no trouble, and do, in fact, watch French television and read
French literature, Canadians prefer their own version of the language.
Particularly in marketing, they feel as if a Euro French translation
is not directed to them, but rather to someone else. Thus, there
is strong sales impact in using Canadian French translations and
voice talent.
OTHER
EURO FRENCH
French is also a major language in Belgium, Luxembourg, Switzerland
and Monaco. These countries are highly educated in pure European
French, following the strict grammar rules of France, and very well
versed in higher vocabulary and elegant speech. There is very little
difference between the French spoken in these countries and the
French of France. However, there is a slightly smoother pronunciation,
a bit less "Parisian" feel, and some word differences.
The attitude of the population in general is also different, thus
advertising and marketing success may be increased with a slightly
different "bent".
HAITIAN
CREOLE FRENCH
Haitian French is an extremely heavy dialect. Words are quite charming,
a mishmash of French, Spanish, English and pure Haitian. Many Europeans
cannot understand Haitian French at all, and therefore Haitians
have mastered the art of speaking more "universal" French
to outsiders in order to be understood, then retreat to their dialect
among themselves. Thus, Creole is acceptable in Haiti, Euro French
with Haitian accent, and Euro French is acceptable for educated
Haitian population and official documentation.
AFRICAN
FRENCH
For many countries in North Africa and other African areas, French
is the language of choice for legal and corporate issues, though
not always. Most persons with higher education are fully trained
and versed in the pure language, and French translations are quite
common for business purposes. Because these countries, like the
"Other Euro French" countries, have other languages within
their own borders (namely Arabic, Berber, tribal languages, and
others), their French tends to be more simplified in order to assure
that all readers comprehend, with some local mix of word usage and
simplified grammar.
ISLAND FRENCH AND OTHER
Varieties of French combine with local words and accents to form
varieties of dialects as found in Tahiti, Martinique, Guadeloupe,
New Caledonia, Madagascar, and other islands of the South Pacific,
Caribbean and Africa. Persons of high education will have studied
in European French, but lesser educated persons are often overwhelmed
by pure Euro French translations. The local language of these regions
is the main language for inhabitants, and general population educational
level is often low though the cultures are lively, musical and artistic.
Other pockets of French include Cajun French from Louisiana.
CULTURAL NOTE
Euro
French language people have an objection to groundless hype, and
American marketing is built upon what French speakers often call
hype. That which the U.S. calls "branding" is often viewed
as exhibitionism and aggressiveness by French cultures. A more modest
approach, lower key and classier, may have more appeal and impact
than emotional advertising, self-praise or marketing enthusiasm.
And humor in advertising is extremely popular.
UNDERSTOOD BY ALL
It is possible to become quite "neutral" during French
translation. A "neutral" French translation leans heavily
toward the pure French from France, and then can undergo Dialect
Review to identify expressions or word usage which do not apply
to other dialects. Removal of dialect expressions produces that
which is commonly know as a "neutral translation." If
the material being translated is for general information, rather
than advertising, and will cross several dialect frontiers, then
Euro French is exactly what is needed.
RELATIVE
IMPORTANCE OF DIALECT
Impact of dialect on French speakers involves two basic decisions:
- Target audience
- Return on investment
Euro French translation is the recommended way to go if 30% or more
of the buying audience will be of European origin. Note that "buying
audience" may not be the same as "readers" or "visitors".
And purposeful use of dialect can be extremely attractive. Dialect
regions are quite patriotic. Thus, an obviously Canadian French
translation can have strong sales appeal to Quebec audience. Equally,
however, an obviously Quebec text will bother the people in France.
Translating
marketing material or a website into multiple dialects has its merits,
and is worth considering. For a website, there is a simple piece
of web programming code that will make the proper dialect appear
automatically to the visitor, just as though that dialect were the
original site language. However, a Multi-Dialect Site (a site translated
several times for different dialects) does not always mean increased
sales. Here, return on investment is an important factor. Whether
or not the product itself attracts sales can not be totally controlled
by dialect or any other localization factor.
If "sales" is the goal, @I.S. does not recommend a leap
into multiple-dialect translations, nor consider multiple dialect
translation as the "secret to sales" in the French-speaking
world. Other factors will vary with local cultures, as well, such
as the graphic art style. French graphics tend to be a bit brighter,
more romantic and artistic, and look less like a "business
suit" (but not exaggeratedly colorful). And the French love
funny advertising, whether on television or interoffice posters
and communications. Dull can be deadly. In some cases, the actual
content might benefit from some re-writing for the audience.
