By Inna Kassatkina, President, Global Language Solutions
In the United States, there seems to be a way to say exactly how you feel for just about every occasion. Cross over into other countries, however, and you typically don't find this type of social-expression messaging outside of birthdays, Christmas and a few other major holidays. What will you find? Most likely, you will find blank cards with a picture or simple message on the front. Don't expect to walk down to your local greeting card shop, either. This, too, is more of an American norm.
The linguists specializing in the translation of greeting cards at Global Language Solutions point out some major differences in the greeting card industry across countries and cultures:
Russia: The most common instances for greeting cards are not for national holidays but for family celebrations such as weddings or birthdays. But, stay clear of the big 4-0 for men. A common superstition in Russia is that when a man is 40 and celebrates it with a big party, it may attract the Death. If this birthday isn't celebrated, there is less a chance that Death remembers there is a man somewhere to be soon taken.
Japan: One of the most important aspects in Japanese language is that there are multiple different tones/voices depending on the speaker, the listener, polite level, situation, etc... Therefore, cards are written specific to the the sender and the receiver of the cards; e.g., a Mother's Day card sent from a little boy, a Valentine's Day card sent from a girl to a boy, etc. In Japanese, it is a bit awkward to use too casual/romantic expressions towards parents -- you do not send "kisses" and "hugs" to your mother or father.
Greece: Sorry, Easter Bunny. In Greece, the Easter Bunny tradition does not exist. Bunnies can be used on cards, but "Easter Bunny" itself is not considered a symbol of the holiday, such as the way that Santa Claus represents Christmas in the U.S.
Italy: There are no retail stores exclusively for greeting cards products. Instead, they are sold at other outlets and are often either blank or contain very generic greetings, such as "Merry Christmas."
Latin America: Be very careful about religious issues and images, since they may easily offend a person. Also be careful about literal translations, which may affect the true intention of a message.
Ireland: "Happy Mother’s Day!" Yes, we all want to share our well wishes with our moms, but these sentiments will be sent in March for our friends in Ireland.
China: The Chinese celebrate Chinese New Year at a different time of year than the Western New Year. Also, as in every culture, you may need to avoid certain colors or numbers that are representative of bad luck. Conversely, red is a symbol of celebration and luck and used in many ceremonies. Color is important in many other countries as well. When designing cards and packaging for different cultures, you should consider colors and their meanings to those targeted. Color has different meanings throughout the world, and research should always be conducted before presenting products in new markets.
Global greeting card markets could be new business niches waiting to be filled by U.S. publishers. For example, it might be time to market cards abroad that congratulate a successful accomplishment such as graduation, or that convey the ever-popular U.S. message to "get well soon." American card manufacturers just need to make sure they don't use the wrong flower, color or image and send a completely opposite message.
(Inna Kassatkina is the president of Global Language Solutions, a professional translation and interpreting company with several clients in the social-expressions marketplace. She can be reached at info@globallanguages.com.)
