When providing translation services, it’s important to understand the audience who will be reading the translation in the destination language.  Often, translation is used for marketing and advertising purposes.  And when it comes to spreading the word about your product or service, certain qualities about the target audience have to be taken into consideration.  If you have a brand name and a certain company image, you want to stick to it without turning off your target demographic.

  1. Young vs. old.  If the audience you’re trying to reach is young, they’re more likely to respond to slang and be in touch with trends.  For such an audience, it might even work to retain the same slang words that are being used in the source language or to replace them with other slang words.  For an older demographic, you’ll want to keep the translation more formal.
  2. Cultural background.  Different cultures value different things.  For example, data shows that Americans are more individualistic whereas the French value politeness and etiquette.  This doesn’t mean that there aren’t any polite Americans or individualistic Frenchmen out there but the two cultures are different and you have to consider what they value when translating.  If it’s possible to have two different translations of the same thing but one might have more meaning for the people who will be reading it because of their cultural values, then it makes sense to go with that.
  3. Technologically savvy.  It makes a difference whether your audience is technologically savvy or not.  The piece that you’re translating may have originally been written for print.  But maybe when you translate it, you’re going to use it over the internet.  In that case, it would be a good idea if it were more simply written and to the point because readers on the internet don’t have the same degree of patience as readers in the print medium.
  4. Exposure to media.  When you’re translating for a particular audience, you need to think about how familiar they are with your subject matter.  The greater the audience’s exposure to media, the more knowledgeable they’re going to be about current affairs and trends and the less you’ll have to explain any references to them in your translations.

Contact us for more tips on marketing and advertising translations.