Scandinavian languages include Norwegian, Finnish, Danish and Swedish
translation. These Germanic-Nordic areas may have cold winters,
but their culture is warm and friendly toward people, yet serious,
skeptical and savvy in business. Each language is different, with
Finnish being from another linguistic base entirely. The Norwegians
and Swedes share ancient Germanic origin and can understand much
of each other's conversation, especially in writing, yet not speak
or write the other. Danish shares a similar Germanic root, making
it intelligible and legible enough for others to get the gist of
the subject matter. Yet few people actually speak more than one
Scandinavian language.
The common business language is English. British English more than
American, but the Scandinaves have been exposed to American English
for so many years through school, television and film, that their
understanding of all aspects of English is quite breathtaking. We
should all be so bilingual.
The fact that their English is so good should not detract from the
fact that they appreciate the beauty of their own language far more.
And nothing pleases them more than someone, such as an American
or a Brit, who takes the time to truly learn their language.
The value of Scandinavian language translation is in its sales power.
Particularly in marketing brochures, sales multimedia, phone systems
and other materials, good use of Danish, Norwegian, Finnish, and
Swedish translation has enormous impact on increasing sales. The
native language always has an emotional impact that English would
never have.
As
with all languages, translators who live in Scandinavia should be
used rather than expatriates living in other countries. The technology
revolution has made enormous changes in terminology and word usage
in all countries, and only those living daily in the target country
truly know how the language is used today in this new computerized
world.
ABOUT SWEDEN
There are two main dialects of Swedish: that used in Stockholm and
that used in Gothenburg. There is an amazingly stormy rivalry between
the two areas, and a long standing never-ending battle of words
and spoken accent between the two areas that never seems to be resolved.
It is highly recommended to clearly identify your target market,
and assure that all Swedish translation and voice talents come from
the applicable region.
CULTURAL NOTES:
In doing business with the Scandinaves, a major cultural trait is
worth remembering and building into any conversation, marketing
plan or training program. People of Germanic historical origin,
including those in Scandinavia, have a sincere, deep and powerful
objection to hype. And American marketing is built upon what the
Scandinaves would call hype. That which the U.S. calls "branding"
is viewed as exhibitionism and aggressiveness by Germanic cultures.
A significantly more modest approach, lower key and classier, has
infinitely more appeal and impact than emotional advertising, self-praise
or marketing enthusiasm. In fact, the American approach to sales
can actually drive potential customers to run toward the competition.
This antipathy for hype affects the writing of all marketing materials,
all advertising and all press releases. It also affects artwork
and font choice, favoring straightforward fonts like Arial, and
avoiding Times, Italics, Bold and other font styles and features.
Germanic
graphics tend to be a bit brighter, with clearer color contrast,
not murky or romantic.
In
many cases, the actual content might benefit from some re-writing
for the audience, particularly to tone down adjectives such as "the
best", "top", "outstanding", "finest"
and other superlatives.
