Language and Logic: Deconstructing Political Discourse (II)

(Read the initial article here.) An interesting ramification of communication and persuasion science is the line of study concerned with manipulation strategies and manufacturing consent. The study of media manipulation, persuasion, and propaganda has several theorists, of which Noam Chomsky - the great MIT linguist - is perhaps the best known. Media manipulation often uses a … Continue reading Language and Logic: Deconstructing Political Discourse (II)

What Is Transcreation? (And Why Is It Such a Great Thing?)

I'll bet you've been meaning to ask. What is transcreation? And why is it such a great thing? A cool moniker, but also confusing, the word “transcreation” is a blend of two earlier concepts: “translation” (from linguistics) and “creation” (from advertising). It describes the process of translating advertising or marketing content in a different language AND … Continue reading What Is Transcreation? (And Why Is It Such a Great Thing?)

Why Culture Matters: Risks and Costs of Bad Translations

Spot-on transcreation, copywriting Romanian, copywriting English, localization, intercultural consulting and research.

6 Features of Captivating Messages

Going back to Aristotle, rhetoric is the practical faculty of observing and deploying, in any given case, all the available means of persuasion. What then, makes a message persuasive? A lot lies in the logical argument itself, the demonstration. But, quite importantly, Aristotle himself notes that knowledge does not automatically produce conviction! In his words, … Continue reading 6 Features of Captivating Messages

Authentic Branding in an Intercultural World

"Be a first-rate version of yourself, not a second-rate version of someone else." - Judy Garland. In the current context, imitation and a mismatch between claim and reality (hypocrisy) rarely go unnoticed or unpunished by customers, and social media is amplifying the process. Companies need to harness this transformative power, embrace criticism openly and honestly, engage … Continue reading Authentic Branding in an Intercultural World

Communicating Value – How To Design Your Marketing Communications

To communicate effectively, you need to know who you are trying to reach and what for. In other words, you need to identify the target audience and determine the objectives of your communications.As consumers come across products and services, they develop a response along three different stages.  The first (cognitive) stage is followed by an affective … Continue reading Communicating Value – How To Design Your Marketing Communications

Neuromarketing Cheat Sheet…

How to get inside your customer's ... skull and hit gold.  We'd like to think of ourselves as rational individuals. Yet how much of our decisions are actually based on thorough reasoning (cost-benefit analysis, for instance) and how many are processed unconsciously, through emotions and intuition? The answer to the first question is: a very very … Continue reading Neuromarketing Cheat Sheet…