Did you know that German is the native language of over 100 million people around the world? The language variant used in schoolbooks, prose, poetry, scientific publications, and the like is the so-called ‘High German’, which is generally accepted as ‘Standard German’. German is spoken as an official language in Germany, Austria, Switzerland, and Liechtenstein, and has significant numbers of native speakers in border areas of France, Belgium, the Netherlands, and in former German colonies like modern-day Namibia and parts of South Africa.

But is there a ‘low German’ as opposed to ‘high German’? Sure! It is called “Plattdeutsch” and is in most cases a spoken version of the language, with a few exceptions. In Cologne, for example, true natives speak a dialect called “Kölsch”, and they are so proud of their heritage that there are plenty of publications written in the dialect. It could almost be considered a foreign language, as any German not from Cologne probably wouldn’t understand a word. Would you believe that there is a small community of people who speak a variety of Kölsch in Dane County, Wisconsin? Strange, but true!

Such a high degree of variance, however, is quite rare. Standard German is – overall – the internationally accepted written language form. Variations of the language, i.e. Swiss German and Austrian German both claim to be “High German”, but differ in grammar and spelling rules, and – most significantly – in pronunciation. Duden, the premier German dictionary, is the primary source of knowledge for German language professionals. It is similar to the Oxford English Dictionary in the UK or Merriam-Webster in the United States. In 1903, Duden was ratified as the source for all grammar and orthography rules for Germany, Switzerland, and Austria. However, the German Language Reform of 1996 made sweeping changes, which were implemented in Germany only, which led to a language split among these three major ‘High German’ speaking regions.

Today, there are significant differences between German in Germany and the ‘Standard German’ versions of Switzerland and Austria. In Switzerland, each canton (similar to a “state”) has its own dialect and unique manner of speaking. These dialects are collectively referred to as Swiss German (Schweizerdeutsch), but they vary so significantly that someone from Zurich might have difficulties understanding a person from Bern. Swiss German is distinguished from Standard German by what are referred to as Helvetisms: specific vocabulary, pronunciation, and syntax unique to Switzerland. The differences are significant enough that people from Germany need subtitles to understand Swiss German television!

Since Switzerland has three official languages (French, Italian, and German) some of the Swiss German dialects come into close contact with French and Italian and quite a lot of vocabulary has been intermingled, leading to interesting mixes of French or Italian and German.

And what about Austria?

Austrian German borrows many words from the Austro-Bavarian dialect (Bavaria being just north of Austria), and also includes expressions influenced by historical ties with Central Europe. Some significant differences include the word for potato, which, in Germany and Switzerland is a Kartoffel, and an Erdapfel in Austria. A tomato is a Tomate in Germany and Switzerland, but a Paradeiser in Austria. A bicycle in Austria and Germany is a Fahrrad, but a Velo in Switzerland.
While Standard, Austrian, and Swiss German generally follow the same grammar rules, there are a few notable differences, especially in syntax and case usage. And then there is the dilemma of when to address people formally (‘Sie’) or informally (‘du’). While German speakers value polite language, especially in professional and formal contexts, the degree and expressions of politeness vary among German in Germany, Austrian German, and Swiss German.

While in Germany nobody would be surprised if a complete stranger addresses you informally like an old friend by your first name, in Austria and Switzerland, that is viewed as impolite. Austrians may address you by your first name if you give it – but will continue with the formal ‘Sie’. The Swiss will prefer to address you formally by your last name.

When translating content for the three major German-speaking markets, there are therefore quite a number of issues to differentiate, and sellers – in the B2B as well as the B2C segment – must take care to address their specific target audiences correctly.

Let’s say you are American, and a British company tries to sell you something you want and/or need. But all their communication with you is in British English. First of all, you will be distracted by what you feel are spelling errors (but are correct British English spelling, e.g. customise vs. customize, neighbour instead of neighbor). Let’s also assume, for example, that you work in the automotive sector, and this British company offers a great new gadget to be included in the trunk of your latest model. However, they tell you, it goes in the boot – which is the British term for the trunk of a car. Odd, right?
These are the kind of differences websites, online shops, and international sellers must also expect when selling to the three main German-speaking markets.

Additionally, many words have been added to the German language in the area of technology and social media. While older generations rebel against verbs like “downloaden” (to download), “shoppen” (to shop, usually online), or “liken” (to like/follow on social media), younger generations fully embrace these anglicisms and practically expect to see them in their daily lives, in advertisements, and in marketing campaigns. But that is mostly the case in Germany only.

What about when it comes down to bits and bytes?

A very important factor when translating e.g. a webshop or online presence into German is the fact that German is on average 25% longer than – let’s say English. A simple button with just seven characters (including the space) like “Buy Now” would have to be a lot longer to accommodate the German “Jetzt kaufen” (twelve characters). That alone could wreak havoc with your page design! Another good example is “Go to Cart” (10 characters with spaces) – nice and short, right? In German that would be “Zum Warenkorb” (thirteen characters). And  you haven’t even thought about the “Umlauts” that need to be displayed correctly, like Ä, Ö, Ü, ä, ü, ö. Germans are not great fans of the ampersand (&) and prefer to write out the and (und). Companies targeting the younger generation in Germany have it easy. They can use anglicisms or even Denglish (a combination of German and English) to get their point across. (It also, in many cases, keeps things nice and short).

Jargon

Like many other languages, German in all German-speaking regions distinguishes jargon, meaning special words or expressions used by a profession or group that are difficult for others to understand. Reading a legal document might be quite difficult if you have no legal background – the same applies for technologies, sciences, etc. You have heard of legal jargon, technical jargon, marketing jargon, and so forth. And to make things worse, legal jargon is usually based on the legal basis by which the country is governed – which makes for significant differences in distinct legal environments like the three main German-speaking markets of Switzerland, Austria, and Germany.

In translation, that means the linguist must know and understand the type of text they are translating, the specific market, region AND target group the translation means to address. Writing (or translating) marketing in German is an art form. German speakers are not prone to hyperbole – but expect to find it in marketing. However, particularly when translating text from American English, there are certain traps to be aware of. American marketing texts live by superlatives. The company is “Number One”, there is no better product, etc. In Germany, certain competition laws ensure not everyone can claim to be the best. A good German translator will soften such statements, and state that the company is “among the top-ranked”, or that the product is “superior” to avoid legal ramifications.

Bottom line

German is not an easy language to master for a non-native speaker, and even more complex when trying to sell products. The way you might address one group of people will differ significantly from the way you address another. Then there is the context to consider. Is your main market B2B or B2C? How specialized is your content? Which industry sector are your products and services aimed at? Who is your target group – and WHERE? And the fact that the German language in the main markets of Germany, Switzerland, and Austria is distinctive in many ways, complicates things even more. Hoping to get away with translations from your secretary, who spent some years in Germany, and then rolling them out across all German-speaking markets would be a fatal error. The same applies for going the cheap route of automated translation tools without at least an added level of human editing. German, like any other language, is continuously evolving and changing. The three main German-speaking markets have differently developing cultures and lifestyles. Addressing these distinctions individually is the key to success.



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autor_eurotext_100Author: Eurotext Editorial Team

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