megan kang · italian translation: “schweppes toilet water” american dairy association...
TRANSCRIPT
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Megan Kang
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Avoiding “Lost in Translation”
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Schweppes Original: “Schweppes Tonic Water” Italian Translation: “Schweppes Toilet Water”
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American Dairy Association Original: “Got Milk” Translation: “Are you lactating?”
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KFC Original: “Finger Lickin’ Good” Chinese Translation: “Eat Your Fingers Off”
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So how do you get it right?
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Culturally Impactful Outreach
1. Listen. Listen. Listen.
2. Sketch out their framework
3. Finding the right messenger
4. Make it their story
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Listen. Listen. Listen.
understanding the audience
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Sketch Out their Framework
analyzing the data
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Barriers
Motivators
Inconvenience
Environmental Concerns
Lack of Awareness
General Audience Chinese Audience
- Fu Zeren
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Finding the Right Messenger
to reach the audience
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Barriers
Motivators
Inconvenience
Environmental Concerns
Rules, Cost, Awareness
Family/children and community norms
General Audience Latino Audience
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Culturally Impactful Outreach
1. Listen. Listen. Listen.
2. Sketch out their framework
3. Finding the right messenger
4. Make it their story