Oy Iceland, we said we wanted our CASH back!

We have had the global meltdown, a plague of free-loading politicians and now the subtle wrath of a Nordic god spraying a fine aerosol of pumice dust and glass fragments at the perfect altitude to inhibit the modern jetliner while remaining invisible to the naked eye. Thus, closing all northern European airways with, it seems a particular fixation on the UK.

With our airports closed, planes parked in the long-stay and runways being used for rollerblading and kite flying, London experienced a sunny and very tranquil weekend. Well for those UK residents not stranded abroad (some 100,000) anyway.

Does humour define a culture? Certainly you need to understand local tastes. For instance we Brits pride ourselves on an acerbic sense of humour with bonus points awarded for style as much as for substance.

My opening sentence was an off-the-cuff remark made, not by some tabloid journalist or Breakfast TV presenter, but by a serious journalist on a highly regarded radio current and affairs programme. Appropriate? Well yes, what is the alternative – mass insurrection? You’ve got to laugh.

In case you are still struggling with the meaning and context the cash in question is the money that the British government spent bailing out the UK customer accounts of bankrupt Icelandic banks and which it is trying to recover from the government of Iceland. While in reality all we seem to be getting in return are several million tonnes of ash!

All of which just reinforces the importance of context for any joke or funny line. Many of my American colleagues unconsciously make reference to ‘Saturday Night Live’an iconic US comedy programme which has lead to characters such as Chevy Chase and Adam Sandler being introduced to the world at large not only in general conversations, but also in webinars and conference presentation. (Thanks guys bring back Bob Hope.)

The Brits will regularly use references from Month Python – “nobody expects the Spanish Inquisition” or “ This parrot is not resting it is dead, deceased…” as often as Shakespeare “I am a man more sinned against than sinning.” – the politician’s favourite!

The Diamond Arm

While for Russians nearly every expression from the 1968 Soviet slapstick comedy ‘The Diamond Arm’ became popular or has passed into everyday use. My favourite – which will strike a chord with many an Anglo-Saxon – is, “Only aristocrats and degenerates drink champagne in the morning…[cheers!]” (Шампанское по утрам пьют только аристократы или дегенераты) .

So what’s my point? First, humour gets you noticed even a bad or weak joke will elicit a groan. Getting noticed is the point of advertising and promotion. Every culture has it jokes, every language its puns. So rather than avoiding humour in global or multicultural communications embrace it, exploit, it enjoy it.

Just remember that what constitutes ‘humour’ is in the funny bone of the audience and a good comedian always plays to his audience! Taking a transcreative approach will ensure that the appropriate local equivalent, character of fun, cliché or proverb is applied.

George Best in his prime

An apt and appropriate postscript to our Russian champagne expression is a quote from famous ‘70’s footballer (soccer player) George Best when asked what had happened to his rapidly diminishing fortune, “Well I spent most of it on wine, woman and gambling and frittered away the rest.”