You may think that translating an ad is similar to translating texts. But, that’s not true.
The real picture is totally different.
Translating ads from one language to another is not just limited to the language, it also includes a wide spectrum of cultural nuances and elements.If you have never heard about advertising translation then the complexities of it might not same more appealing.
Don’t worry, in this blog, we will introduce you to professional advertising translation, covering things to consider before translating ads and practices to follow to make your ads attract foreign audiences effectively.
Here You’ll Learn:
- Introduction to Advertising Translation
- Things to Consider While Translating an Advert
- Best Practices to Follow for Translating Ads
Introduction to Advertising Translation
Ad translation is a basic term that includes plenty of different tasks. Adverts themselves differ a lot. Companies utilize big-budget radio ads, TV adverts, printed media advertisements and of course, their personal website as a great advertising tool.
The translation of the advertisement includes different elements: visual and audio.
All of such required to be translated, localized and probably transcreated in order to make sure that the final translated copy of the advert meets the taste of its targeted audience.
Speaking broadly, know importance of advertising translation is crucial. The advert could be translated for audiences who speak another version of its actual language.
Things to Consider While Translating an Advertisement
Now, we’ll walk you through a few of the key important things you’ll have to consider while translating an advert.
Advertising is basically an art form. Your advert should have covered all the information such as what your brand is all about, why buyers need your products and what your USP is, in a format that entices the viewer/reader.
Several brands add humour in their adverts to achieve this. But, these elements don’t necessarily translate well.
This is where context comes into the picture. To understand why is translation important to ensure the success of an advert is not enough. The translated advert requires to meet the cultural context of its intended audience. Here are the three contexts that are required to be considered:
a)- Linguistic Context
While translating an advertisement you need to think carefully about the language. Also, you have to contemplate how snippets of your ad copy might sound if go different from the context.
The wrong choice of word may cause offence or put a bad impact on your brand image.
b)- Cultural and Socio-Historical Context
Cultural and socio-historical contexts are not instantly apparent to those who mainly share their culture with the ad’s creators. They can be quickly evident to individuals who belong to different backgrounds.
This implies that the successful human translation of adverts for audiences involves more focus on the cultural and socio-historical context.
2- The Evolving Cultural Climate
While translating the advertising material, you need to consider both the local cultural context as well as the wider global cultural climate. In case, you keep your ad away from the awareness of both, either it’s possibly missing the mark or it gets outdated faster.
When you are translating adverts, you will have to look at those marketing channels that serve your target demographics in the locations that you’ve set your eyes on.
There are many brands that claim something in their ads. If you are doing so, you will have to think about whether your research is still relevant in the market you are targeting.
Best Practices to Follow for Translating Ads
Now we’ll take you through some best practices to undertake the advertising translation.
1- Translate with Creativity = Transcreation
The very first practice that you need to follow is transcreation. During the transcreation process, you need to consider each element of your adverts such as logo, copy, images, product or brand name. Reliable business translation company are following this practice to make their clients consumers in other countries respond to their advertisement in a similar way.
This is why you need to take hire a professional translator for translating your advert.
2- Length of Your Translations
Because your advert is around 38 words in English doesn’t imply that advertising its content length will remain the same in the other language for example Spanish. Language can differ important in the number of words they require to explain the same thing.
Advertising translation is a great way to connect brands with multilingual audiences. Successful advertising campaigns not just help you sell your products, but also etch your brand story into the minds of your potential consumers.
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