72% OF FRENCH PEOPLE CAN’T SPEAK ENGLISH

“Go for it égal lancez-vous”, “Mood égal humeur”, these are the last lines of a current radio spot for Basic-Fit on the French radio. Did you know that in France, by law, you must translate all taglines into English? That’s enough to ruin any ad, including radio spots. And it shouldn’t be necessary.

Because why would you even bother to have taglines in English if a massive part of your audience cannot understand them?

While some English phrases may seep through via music or social media, there’s no guarantee your target market will comprehend them. Only 28% (IFOP 2021) of French people claim to understand and speak English at a reasonable level. This raises an important question: why do global brands insist on using their original taglines in English? If your potential audience can’t understand what you’re saying, what’s the point?

While some English phrases may seep through via music or social media, there’s no guarantee your target market will comprehend them. Even in some cases, Arabic has emerged as an equally popular and cool alternative to English.

And the farther south you travel, the fewer people speak English.

Best solution: Re-create your taglines with a French copywriter and transcreator with an exclusive background and experience in global advertising. I’ve been offering exactly that to 200+ blue-chip brands and creative agencies over the past few decades.

Please visit https://lnkd.in/d_5gm5m for more information. Request my mini guide to transcreation and see what I can do for you and what you shouldn’t.

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