Advertising translation is a challenging task that requires a deep understanding of both the source and target languages, cultures, and marketing strategies. This involves more than just the conversion of text from one language to another; it also requires a deep understanding of the nuances and cultural references used in advertising to convey the intended message to a new audience. The original message and intent of the text have to be maintained and preserved.
Here are the six important lessons you would want to be mindful of before starting a marketing translation project
Translation for Advertisements and Slogan
The first strategy that ad agencies should consider while hiring a translation vendor for the marketing and advertising content is that the translators should be experienced and innovative. They should have prior experience and be able to understand the advertising content before translating. He should be able to switch between the styles in order to maintain the original work and meaning. The translator needs to realize the responsibilities coming with advertising text and its translation. they should understand that they need to indulge themselves in a serious and larger-than-life prospect of adapting the content. Translation of slogans, punch lines, and online is the main talent that should be handled strategically.
Here are four basic rules that they can follow while working on advertising translation services.
- A translator should be a pro copywriter.
- He should go through and scan the original document before starting.
- He should understand the product, its target market, and its features.
- Translators should be native speakers and should know the language nuances and idiomatic expressions.
Cultural appropriateness is a vital factor in advertising translation. You should plan a certain strategy to deal with the cultural facts. Cultural factors require consideration to make your customers persuade the to purchase your products and services. Cultural adaptation might include addressing demographic characteristics such as sex and age with these characteristics that individuals own psychologically including their values, behavior, lifestyle, and attitude. However, of all these characteristics values are the most important. People take these as their guiding principles of life. It affects their attitude as well as decides their behavior and approaches toward life. Therefore, a skillful translator being a native speaker should be knowing the people who think in the cultures he is working for.
Standardization is an understanding and approach that is particularly relevant to advertising and marketing translation services. It deals with a standard and similar environmental customer expectations and demands from all over the world. It is the best strategy to implement while working on transcreation. As it allows you to work on a single strategy tapping the global market and achieving consistency at the same time with a limited and given budget. Popular and successful companies now work with this strategy where they create a standardized product for the global masses and tweak it a bit before launching these to individual markets. However, the translation vendor and team should be hired from the relevant region. For instance, if you are working in the Chinese language and looking to tap the Chinese market, you better hire a local Chinese translation agency.
Paraphrasing is undoubtedly a significant stage of advertising content. People often paraphrase the content from one language to another assuming that they have done their best in translation. It is important to brainstorm and absorb the main message of the original content. People also take paraphrasing as a process that involves simplifying content into shorter and simpler meanings. Advertising text often contains idioms, sayings, proverbs, and a lot more. All these types of content are shorter but tough to handle and can not be paraphrased just like this. It requires a translation in the context of advertising and marketing. Also, sentences get short or long in length depending on the language, its characters, and the writing system. If you try translating from Chinese to the English language you get to know how both languages are poles apart and the sentence difference between Chinese and English is significant and visible.
Expansion and Reduction
As advertising content is shorter in length it often gets challenging while translating. Also, as mentioned above, expansion and reduction mainly depend on languages. People working on professional English translation services would agree that English is the most precise and compact language in terms of words and characters. People often use an average text and try to change the lexical and style tone. The expansion often occurs due to the more number of words in the target language. Additionally, translators, in order to explain the words better, get carried away and fail to keep a balance. The translators hence, need to be aware of these procedures while translating marketing content and need to come up with an effective strategy to deal with these two.
Translation marketing and advertising content are undoubtedly tough and not a cakewalk. Modulation is the next process to make you believe so. It is a process that allows you to use a different phrase in the source and target language to communicate the same idea. It is a translation method that allows you to look at something from a different angle and approach. This also indicates that a word-to-word or literal translation fails to leave an impact and hence the meaning and tone should be clear. Modulation allows the translators to play with the original word, reserving tone and style without altering its meaning. The whole marketing translation is all about it.
Advertisement translation requires experienced transcreators who can deal with the content without altering its original meaning and tone. The translators should make sure they understand the whole process and important takeaway before they try their hands at marketing translation. They should know how translating slogans, cultural adaptation, standardization, and modulation is significant for the effective translation of marketing content.
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