Businesses are being encouraged to rethink their advertising, with a new survey revealing a quarter of Australian consumers are being ignored by marketers due to ill-conceived campaigns.<\/p>\n
<\/span><\/p>\n <\/p>\n Sherpa Concept, a multilingual communications firm based in Sydney, recently conducted a survey of 200 people who speak English as a second language.<\/p>\n <\/p>\n According to Sherpa, many advertising campaigns for those born overseas are \u201cinsulting\u201d, \u201cpatronising\u201d and \u201cineffective\u201d, and are not always understood by the target audience.<\/p>\n <\/p>\n In one current radio marketing campaign aired in another language, just 14% of the people surveyed actually understood what the marketer was trying to convey.<\/p>\n <\/p>\n Rajish Aryal, managing director of Sherpa Concept, says even brands that do translate their advertisements could be getting it wrong.<\/p>\n <\/p>\n According to Aryal, approved translators don\u2019t always provide adequate translation for video or audio advertisements.<\/p>\n <\/p>\n \u201cMarketers need to understand that just because someone can speak a second language, it doesn\u2019t mean they\u2019re necessarily the right voiceover talent,\u201d Aryal says.<\/p>\n <\/p>\n \u201cIn many cases, advertisements that have been translated into another language are a complete waste of money.\u201d<\/p>\n <\/p>\n \u201cThe problem is that translators often use literal translations without understanding the content of the advertisement or the meaning it\u2019s trying to convey.\u201d<\/p>\n <\/p>\n Aryal says an advertisement for breakfast cereal, for example, cannot retain the same creative and marketing intention simply because it is translated from English into other languages.<\/p>\n <\/p>\n Aryal says he\u2019s surprised by how many brands use patronising language or tones in their scripts, or \u201ccompletely miss the mark\u201d with their target audience.<\/p>\n <\/p>\n \u201cJust because you\u2019ve produced an ad in another language, it doesn\u2019t mean it will be effective,\u201d he says.<\/p>\n <\/p>\n According to Aryal, more thought needs to be given to the target audience and the right language, rather than simply translating a marketing message \u201cin bulk\u201d.<\/p>\n <\/p>\n Aryal says advertising campaigns produced by the Federal Government are a classic example, with many education campaigns intended for people born overseas assuming everyone is either educated or uneducated.<\/p>\n <\/p>\n \u201cFor example, the education level among the Arabic-speaking audience might be different to a Hindi-speaking audience, so the scripts for the campaigns need to reflect that,\u201d he says.<\/p>\n <\/p>\n Businesses also need to devote more effort to the quality of their campaigns, Aryal says.<\/p>\n <\/p>\n The news comes on the back of the latest census data from the Australian Bureau of Statistics, which shows almost a quarter (24.6%) of Australia\u2019s population was born overseas.<\/p>\n <\/p>\n The United Kingdom is the leading country of birth for the overseas-born population, followed by New Zealand, China and India.<\/p>\n <\/p>\n The number of people born in India has experienced the biggest growth, with an increase of 148,261 people since the 2006 Census, followed by China (112,379) and New Zealand (93,934).<\/p>\n","protected":false},"excerpt":{"rendered":" Businesses are being encouraged to rethink their advertising, with a new survey revealing a quarter of Australian consumers are being<\/p>\n","protected":false},"author":1,"featured_media":60045,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/42963"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=42963"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/42963\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/60045"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=42963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=42963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=42963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}