Punctuation as a Typographical Solution in the Designing of Multilingual Print Advertising/Marketing Messages: a Study of Nigerian Food Packages

International Journal of Humanities and Social Science

© 2015 by SSRG - IJHSS Journal

Volume 2 Issue 4

Year of Publication : 2015

Authors : Endong, Floribert Patrick Calvain, Vareba, Anthony Leva

10.14445/23942703/IJHSS-V2I4P104

How to Cite?

Endong, Floribert Patrick Calvain, Vareba, Anthony Leva, "Punctuation as a Typographical Solution in the Designing of Multilingual Print Advertising/Marketing Messages: a Study of Nigerian Food Packages," SSRG International Journal of Humanities and Social Science, vol. 2,  no. 4, pp. 22-29, 2015. Crossref, https://doi.org/10.14445/23942703/IJHSS-V2I4P104

Abstract:

Setting a multilingual text on a package with reduced space is often a complex and very challenging task. To surmount such a complexity and challenge, designers often employ a variety of techniques including (i) partial translation or translation by simplification (of information on package) and (ii) typographical solutions including typeface, point size, spacing, coloring, box drawing and punctuation marks. As a typographical solution or reader device, the use of punctuation marks permits the designers to maximize space in setting much text. Despite their relevance in such a difficult and unique situation, punctuation marks have the disadvantage of rendering the multilingual text relatively compact and often less readable as the different versions of the advertising/marketing message often appear somewhat merged, with text clustered in blocs. With such an approach to designing multilingual text or package, it is often difficult for the user (of the product) to easily spot the version destined to him/her and practically gather the message provided. This paper attempts to demonstrate this situation. It evaluates the effectiveness of the use of punctuation in the designing of multilingual packages by Nigerian manufacturers, based on two methods including a content analysis of a dozen packages made in Nigeria and a series of focus group discussions with both bilingual and unilingual (expatriate) users of these packages.

Keywords:

Multilingual Text, Package Design, Punctuation Markers, Typographical Solution, Translation by Simplification.

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