When translating content for international markets, one of the most critical decisions businesses face is whether to use a standard language or a regional dialect. While standard language ensures broader reach and comprehension, dialects can add authenticity and connect with specific local audiences more deeply. The choice between using a standard language or a regional dialect depends on the target market, the type of content, and the message you want to convey.
At Bubbles, we understand the complexities involved in making this decision and the importance of balancing clarity with cultural relevance. In this article, we’ll explore when to use standard language and when to lean into local dialects, with examples from French, German, and Spanish-speaking regions.
Understanding Standard Language vs. Dialects
Standard language is the form of a language that is taught in schools, used in formal communication, and widely understood across different regions where the language is spoken.
For example, Standard French, Standard German, and Standard Spanish are the forms used in official documents, media, and education.
On the other hand, dialects are regional variants of a language that may include unique vocabulary, pronunciation, and grammar. These dialects can vary widely, even within the same country. For example:
- In France, there are regional dialects like Breton in Brittany and Occitan in the south.
- In Germany, Bavarian, Saxon, and Swabian are just a few of the many dialects spoken.
- In Spain, Catalan, Galician, and Basque are widely spoken alongside Spanish, which itself has variations such as Andalusian.
When to Use Standard Language
In most cases, standard language is the default choice for translation, especially when targeting a national or global audience.
Standard language ensures that the content is widely understood and avoids alienating audiences from different regions.
Here are three situations where using standard language is the most strategic choice:
Formal Business Communication
For contracts, legal documents, technical manuals, and corporate communication, standard language ensures that the message is clear and universally understood. For instance, a business expanding into France would use Standard French to ensure that their message is professional and appropriate across all regions.
National or International Marketing Campaigns
If your marketing campaign is targeting a broad audience, such as all of Germany or Spain, using the standard form of the language is the best approach.
An important, yet subtle point of differentiation here is that companies often use Latin American Spanish (in standard form) when creating campaigns in these regions to ensure their message resonates across diverse countries like Mexico, Argentina, and Colombia.
Technical and Educational Content
Instruction manuals, software documentation, and educational materials benefit from using standard language to avoid confusion.
In technical fields, precision and clarity are key, and using a regional dialect could introduce unnecessary complexity. A company producing tech manuals for German-speaking regions would stick to Standard German to ensure the content is clear to all users, whether they are in Berlin or Munich.
When to Use Regional Dialects
While standard language offers the widest reach, there are instances where using a regional dialect can provide added value, especially in marketing and branding efforts.
Here are four scenarios where it may be advantageous to incorporate regional dialects into your translation strategy:
Building Local Connections
If your brand wants to create a strong, emotional connection with a specific region, using a local dialect can demonstrate cultural understanding and show that you care about that audience’s unique identity. For example, a brand launching a regional campaign in Bavaria, Germany, might choose to incorporate Bavarian dialect to resonate more deeply with the local population.
Cultural and Regional Campaigns
Dialects are particularly useful when marketing regional products, festivals, or services that are tied to local culture. In Spain, for example, if a company is promoting a product in Catalonia, using Catalan instead of standard Spanish can help the brand appear more culturally aligned with the region’s identity.
Consumer-Focused Marketing
In B2C marketing, using a dialect can make the message feel more personal and authentic. For example, a French company promoting local wines from Alsace might use phrases in Alsatian dialect to connect with regional pride and distinguish the product from broader national campaigns.
Entertainment and Media
For certain creative content, such as films, TV shows, or advertisements, incorporating dialects can add flavour, humour, or authenticity to the message. An advertisement set in Andalusia, Spain, might use the Andalusian dialect to create a relatable and engaging story for the local audience.
Balancing Dialect and Standard Language: Best Practices
While using dialects can be a powerful tool, it’s essential to balance local relevance and broader comprehension.
Here are some best practices for deciding when and how to use regional dialects:
Know Your Audience
Before deciding on a dialect, research your target audience and their preferences. If you’re aiming for a specific region within a country, dialect might enhance your messaging. However, if your audience is diverse, it’s safer to stick with the standard language.
Blend Dialect with Standard Language
In some cases, it’s possible to strike a middle ground by using standard language for most of the content while incorporating regional phrases or slang in key areas to add local flavour. For example, a marketing campaign in Switzerland could be written in Standard German but use occasional Swiss German expressions to connect with the local audience.
Consider the Context
Dialects work well in informal or creative contexts but may not be suitable for technical or professional content. For instance, while an advertisement might use a regional dialect to build rapport, a user manual should stick to the standard language for clarity and precision.
Test Your Approach
If you’re unsure whether to use a dialect, consider testing your content with a small segment of your target audience. Gathering feedback can help you gauge whether the dialect adds value or if it could potentially confuse or alienate your customers.
Examples of Dialects in Action
- France: A national campaign for a major supermarket chain like Carrefour would use Standard French to appeal across the country. However, if Carrefour launched a local campaign in Brittany, incorporating elements of the Breton language could help foster regional pride and enhance brand loyalty.
- Germany: A financial services company might use Standard German for its national campaigns but could employ Bavarian dialect in a regional campaign for Munich to connect with local clients and build trust in the region.
- Spain: A national healthcare provider would use Standard Spanish for its national communications, but for a regional office in Catalonia, using Catalan would signal respect for the local culture and align the company with regional identity.
Deciding between using a standard language or regional dialect in translation depends on your business objectives, audience, and the type of content you’re delivering.
While standard language provides clarity and broad reach, regional dialects can create stronger emotional connections with local audiences and demonstrate cultural relevance.
At Bubbles, we help businesses navigate these decisions to ensure that their content is understood and resonates with the target market, regardless of region or language.
By leveraging the power of both standard languages and regional dialects strategically, your brand can communicate effectively and authentically with a global audience.
