Getting Your Message Across with Advertising Translation Services
by Chad Richardson
When you work in advertising, you understand the importance of public opinion and how easily it can be swayed in one direction or the other. Something which seems minor to you might have a major effect on the public which can get easily turned on or off. This is what makes it necessary to have good advertising translation services. They can help you to make sure that the undertones and overtones which are present in your original advertisement also make it through in translation.
Difficulty of Translating Logos
It is notoriously difficult to translate company logos which often depend on the way they sound rather than just their meaning. Obviously, when you trade one language in for another, you will have to settle for a different set of sounds. But if these can be made more appealing to the ear, then the translation will have achieved its purpose.
Making Sure the Message Gets Across
Another thing you need to watch out for in advertising translation is: what exactly is this advertisement telling the viewer to do? What is the message of this advertisement? Sometimes, the translation might be accurate but the message changes. Rather than motivational, it may come across as scolding or teasing, which is not your intention.
Meaning vs. Effect on the Viewer
Advertising translation is different from other forms of translation because the actual meaning of the words counts for less than the effect that they have upon the viewer. In other types of translation, you need to make sure that you maintain a delicate balance between meaning and effect. Sometimes, you might sacrifice one and sometimes you might sacrifice the other. However, a balance is generally maintained.
But when it comes to advertising, the effect on the viewer counts for more than the meaning. So if you have a choice between two translations, one which is accurate in terms of meaning and one which is accurate in terms of the motivating effect upon the viewer, you should go with the second.
Contact us for more great tips on achieving the right effect in advertising translation services.
Avoid the Productivity Trap
Betty Friedan knew what she was talking about when she said, “You can have it all, just not all at the same time.” The idea that productivity equals value is an outdated and incorrect business model. It leads to exhaustion, frustration, and burnout. Mind Café defined the productivity trap as “a compulsive need to always…
Is your company providing the best Customer Experience possible?
Customer experience is crucial to every business’s success. It determines the business’s ability to foster customer loyalty, generate revenue, and differentiate its brand. Benefits of delivering an excellent customer experience: More customer satisfaction More customer loyalty More recommendations More positive reviews What is the customer experience? The term, also known as CX, refers to…
Agile Project Management vs. Waterfall Project Management
What was once a means to keep software developers on task, and within the scope of their projects, Agile project methodologies have pushed the boundaries of what it means to manage a project and be part of a project. Even further, agile leadership has become a near-standard for managers across the globe. Let’s take a…
We’d love to learn more about your translation and localization needs.