ADVERTISING TRANSLATION
Advertising Is the Engine of Commerce!
Ukraine’s cooperation with Western and Eastern countries involves import transactions. A lot of companies are dealers of Western corporations and represent them in Ukrainian market. Foreign companies provide marketing materials including advertisements to promote their products which require professional translation services. Advertising materials should not be translated word by word, what is more, in some cases it is absolutely inadmissible. A literal translation may weaken the message of the slogan, and even more – it may have an adverse effect - non-acceptance of the goods by the target audience.
Nothing Should Be Ignored When Translating Advertisement...
For this reason, an translator of marketing materials should not only be a highly-skilled language professional but also know the mentality and language peculiarities of certain social groups and classes, understand the mechanism of advertising making and use the vocabulary which associates with common promotional concepts such as “the best”, “ideal”, “your choice”, etc.
Slogan is a Battle Cry!
Advertising slogans – are aggressive yet not annoying calls aimed to stimulate people buying certain products. A slogan should be brief, informative, memorable and strongly related to the brand it promotes.
All these should be considered by a professional translator of advertising slogans. In doing so he or she should preserve the message of the slogan.
- Look at Johnnie Walker slogan: "Born 1820 - Still going Strong!".
The literal translation into Russian: («Ðîæäåí â 1820 è äî ñèõ ïîð êðåï÷àåò») is boring and has no the meaning of the original.
Why not try and translated it like this: «Íà÷èíàÿ ñ 1820 ãîäà – îáîø¸ë âåñü ìèð!» - not a word by word translation yet strong! In this case a target audience grasp the idea of international success of the brand.
Mistakes in Translation of Advertising Slogans
In some cases, an advertising slogan may remain in the language of the original.
Remember this: «Volkswagen. Das Auto»? This slogan read in German in a Russian commercial is associated with German quality. The translation is not needed, it would be even harmful.
There are other examples. Mitsubishi starting from selling Pajero jeeps in USA had to change the name of the vehicles sold in US market to Montero.
The thing is that there is a sizable Spanish population in the USA, and “Pajero” (pronounced in Spanish as Pahero) means “a worthless fellow” (to be decorous). Men are the target audience for jeep advertising so the company had to change the product name. This is an Example of a Translator’s Excellence.
Sometimes using frankly ambiguous expressions in translation may lead to people’s denying the advertisement which involves costs and damages the brand image.
Contact Professionals!
Saving on a professional advertising translator may in the end cost your company a sight of money!
Contact Professionals and Expand Your Business!
 Advertising translation prices
Order advertising translation
|
Summer Vacation-2010!
Special offer “Summer Vacation” is back! Starting from May you can order standard document translation for visa obtaining at the summer prices...
[more...]
all promotions >>
09.07.10
June summary
June became a very successful month for TraDos Translation Agency.
Among the interesting projects one can indicate the interpreting services on the course of Cognac À.E. Dor presentation in Kiev and Dnepropetrovsk... [more...]
15.06.10
Hot June for simultaneous interpreters
June has become a hot month for simultaneous interpreters of TraDos Translation Agency. This month we have provided simultaneous interpreting services during a two-day seminar for Coca-Cola Beverages Ukraine Ltd... [more...]
02.06.10
Interpreting at SIA'2010
On May 27-30 the 18th Kyiv International Motor Show SIA'2010 took place. This year more than 400 companies... [more...]
all news >>
|
