MAM

Language can turn ideas into magic or dust: Tim Love

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/12/18/book.jpg?itok=OddJwonI

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anurag.jpg?itok=svdNEKHU
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Kantar.jpg?itok=xfY0XRLu
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Vivo_0.jpg?itok=fExeXtdx
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/bigbazzar.jpg?itok=0GsnoZ_x
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/inito.jpg?itok=AwQJneLI
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Deloitte.jpg?itok=4oU7Xx11
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/break.jpg?itok=NI2aMi1o
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pvr.jpg?itok=x_vsjB5p
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Pursuite.jpg?itok=rXkZMDm4
Pursuite.com forays into furniture

MUMBAI: In a move to further expand its product categories, Pursuite.com, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories