Language can turn ideas into magic or dust: Tim Love

VARCA, GOA: In today‘s diverse world compressed by an overwhelming digital presence, language is the most powerful technology around.

"Language is a technology in itself," Omnicom Group vice chairman and Omnicom Asia Pacific India Middle-East and Africa (APIMA) CEO Tim Love said, presenting a new facet to the debate of the relevance of technology in a post-digital World.

Quoting McLuhan, Love said that once you master technology, it becomes invisible. As human beings have more or less mastered their respective language - verbal and non verbal, it is becoming invisible. Every advertising professional needs to bear in mind that this technology is omnipresent and affects the reception of the message globally.

As a consequence, we have also started focusing on electronic technology and started undermining the potential of "human technology". The potential of human insights and understanding still plays a major role in determining the effectiveness of an ad message.

Speaking at Goafest 2012, Love went on to give the example of an automobile brand Nova which was to be launched in the Latin American countries. While in some cultures and languages the word Nova refers to something new, in this particular country it had a negative connotation. The local agency professional pointed this out to the brand. It did not deter the brand from going ahead with the name, but it did make for a good study of the multicultural fabric we operate in and how marketers and ad professionals need to be sensitive to the language difference that exists in the world.

"The worst thing you can do is to presume we all think the same," Love warned. "Respecting the difference in the languages and culture and moulding your communication accordingly makes for a better strategy. Even sign language is not universal."

It is necessary to keep in mind the syntax of different languages as well. For example, Japanese use their verb at the very end. Also, the intonations in the language make it slowly spoken. Hence, while communicating to a Japanese audience, the message should keep these things in mind for the audience to better assimilate and comprehend the matter.

Cultural agility also needs to be maintained to gauge the preferences and choices of the audience in this case. While some factors like language, environment and symbols may be evident, there are many aspects like religion, history, superstitions, values and attitudes that are more covert.

"I would give three tips for maintaining cultural agility. First, treat language with more reverence. Second, when using an interpreter slow down and use crisp sound bytes and third, learn how to say hello, please and thank you in the language of your communication partner," Love said.

An idea is not an idea till it drives innovation and explores new realms of understanding and conversation. In this context, Love concluded that an idea can be turned into magic or dust depending on the hand that rubs against it. Using the linguistic and cultural context while planning and executing a campaign can make that difference between dust and magic.

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories