Category Archive

Multilingualism enhances our empathy, opens up better job prospects, and allows us to make more precise decisions. These advantages, among others, are closely linked to how the acquisition of two or more languages influences the structure of our brain.

What sets the brains of bilingual and multilingual individuals apart from those of monolinguals?

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The Generative Pre-training Transformer chat —commonly known as ChatGPT— is an artificial intelligence chatbot that allows users to ask questions using conversational or natural language. Developed by the company OpenAI, ChatGPT was released in November, 2022, with the aim of generating human-like text that may be used for a variety of applications, such as automated content creation.

In the face of such advances in artificial intelligence, many professionals and organizations are asking themselves: is this really a tool that came to replace flesh-and-blood translators?

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The use of social media is one of the most common activities online, and its popularity only continues to grow year after year. While there were nearly 2.7 billion social media users in 2017, this number is expected to rise up to 6 billion users by 2027.

In the face of these compelling statistics (it is estimated that 59% of the world’s population uses social media, with an average daily use of 2 and a half hours), why is it crucial to have multilingual content on those platforms?

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In Chinese, “bensi” means “rush to die.” Mercedes Benz chose that word a few years ago to enter the Asian market. Although the mistake was quickly solved by the brand, other companies — such as Coca Cola, Pepsi, Audi, Dolce & Gabbana, Nike and Heineken — suffered the consequences of a poor translation applied to advertising.

The localization of advertising material requires special skills, because it involves a unique cultural adaptation to target a very specific market. What strategies should be followed in these cases?

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