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About ARTLANGS >News >Advertising translation services, summarizing these three recommendations

Advertising translation services, summarizing these three recommendations

As the advertising industry reaches new heights and brands gain international influence, the challenges of translation in the advertising industry are multiplying. Ads written in one language cannot be effective for everyone. For example, a German brand advertises in the US and it cannot be assumed that all Americans must be familiar with German, which is when translation jobs need to arise.


Artlangs Translation Company believes that advertising translators should resonate with the brand value and image on the basis of being consistent with the original content, and the content should be properly translated. The translator uses the correct words to convey the correct information, but advertising translation is not so Simple. Next, Artlangs Translation Company will discuss some of the challenges that translators face when completing the job of advertising translation, because advertising copy can successfully build a brand, but also can successfully destroy a brand's image.


The first is the difficulty of translating slogans or slogans. Translating slogans can be very difficult. A brand slogan in one language cannot be fully translated into another because the translated slogan can have a completely different meaning and doesn’t always convey the original message. Therefore, it is difficult for brands to sustain in this scenario.


On the other hand, slogans can also fall short. The meaning of a slogan should be one that immediately reminds you of a brand when you hear or see it. Relying only on literal translation will lose the essence of the slogan and dilute the brand value. Likewise, wordplay is another victim of ad translation, where translating catchphrases and puns into another language is nearly impossible.


The second is cultural offense. To take the simplest example, the motto of the Canadian Federation of Monarchists is "Fidelitate Coniuncti". It translates to "loyalty blinds us". But a direct translation into Arabic might yield a rather inappropriate slogan: "Loyalty to the blind!"


In this case, the translation used should have a solid understanding of the target audience's local language and culture, and the translated ad copy should accurately convey the message of the original without hurting or offending anyone. Ad copy must be translated in a way that is easily understood by the target audience and should be relevant. If something is interesting in one culture and considered bad in another, the consequences can be that the brand or product is banned, and sometimes even advertising campaigns have to be changed to suit the target consumer. It is important to keep emotional value in mind before taking decisive steps.


Finally, there is creative translation. "Transcreation" is the process of translating information into another language while maintaining the intent, tone, style and context of the original text. Transcreation is a great option for dealing with ad translations. To determine the success of an ad campaign, cultural nuances must be addressed. Professional translators must have a thorough understanding of the target audience's culture in order to produce sophisticated, to-the-point, and culturally appropriate ad copy.


"Transcreation" is the effective communication of source information without compromising humor or wit in the use of style, idioms and puns. It's useful for translating slogans, word games, and country-specific phrases. This is great for avoiding cultural confusion and literal translation. The logic behind it is to evoke the emotion and influence of the source text from the target text.


In general, in the advertising industry, there is no clear formula for success. However, if the ad campaign works well, or the target audience embraces the brand or product, it naturally wins. Therefore, it is crucial to understand your target consumers, study their culture in depth, and connect with their ideology and values, which requires professional advertising translation services.



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