Und schon haben wir den Salat. Raketen-Salat. Hard to believe, I know, but I've just had it - the famed rocket salad. In German - Raketensalat. ... And we have liftoff, ladies and gentlemen! Also known as "arugula", rocket is a plant which is sometimes blamed for giving restaurant-goers gas, but which invariably gives restaurant-owners … Continue reading Transcreation Blunders – Care for a Rocket Salad?
We keep hearing slogans should be memorable. But have you ever stopped to wonder (and – gasp – analyze!) what makes good slogans stick in your brain and act as remote controls of human behavior? What is it about them that alerts and entices emotions, generates appeal and triggers action? Here’s one explanation, and it … Continue reading Transcreation Toolbox (I): The Literary Devices Behind Great Slogans
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Because we do, don't we? Or we should. Every time we pick up a good book or a great article it exerts this peculiar fascination on us, and we give in and we're no longer suspended in ambiguous dry limbo. We swim, we dive, we submerge in full enjoyment of the written text. We rediscover. … Continue reading Why We (Still) Love Language: A Plea