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This where the idea people will shine more than just good linguists
I love ESL writers because they think about language on a different level. Words matter, and the right words matter greatly. Even if they are fluent, I believe that there is a little extra thought that goes into a sentence and it often shows
English as a Second Language. They are talking about writers who are not native English speakers.
Depends how well they speak the languages. If they’re native or fluent they should be able to write well without any problems. It’s only advertising.
If copy relies only on language, then it’s not good copy. A good idea can always be translated :)
As a caveat: i only speak 1 language. And not very well.
It really depends on the country. I lived in Germany for a while and it was pretty standard for most writers to speak at least 3 languages fluently
Chief
Clutchplate 😂 🤣 😝
Let’s say your first language is English. You’re a Cannes Lion–winning writer.
You take a summer in Argentina. When you return to the US, now it’s hard to stay on-brief. That’s weird.
Your Nonna back in the old country guilts you into taking some weekly classes at the ABC Language institute. After the third week, you wake up in a cold sweat. Both hands have developed carpal tunnel.
You start dating someone who lives down in Brighton Beach. You go out to dinner at Tatiana’s. You mispronounce “shchi.” The waiter corrects you. You try a few times to get it right, your date giggling. As soon as you say it correctly, you black out.
You wake up in a hospital bed. You’ve been in a coma for a year. Your brother excitedly calls the staff in and they say it’s a miracle. When you sign the release form, you misspell your own name.
When you get home, you try to text your old date but “to” and “you” only come out as “2” and “U.” Your old date doesn’t reply.
Your old job welcomes you back. You’ve forgotten how to type.
You see a neurologist and they can’t explain what’s happening. You try to say goodbye but it comes out as mumbled grunts.
Lying down on your psychiatrist’s couch you tell the whole story. Your shrink holds up an index card with a drawing of a dog and asks you what you see. You say “penguin.” Your shrink tsk tsk tsks, and says he’s seen this before. But it’s too late for you.
I know 4 languages and can write copy in 2 of them. English being the stronger of the two.
It has only happened once in the past year that I've had to write anything but English, and that too for a government initiative.
So yeah. I don't think they expect you to be an excellent copywriter at all 4. You can just be good at one. And the rest are there to fill the space, when needed.
Chief
What country is this?
I’m an English copywriter but French is my native language. I live in a bilingual city, but I’ve turned down a few roles where I’d need to write in French 🤷🏻♀️ it’s just not my jam.