Translating ads is so much more than just translating languages. It is about the cultural nuances and wide range of cultural diversities that are involved in the translation of an advertisement. And when it comes to translating an ad, it is common to stumble upon some amusing incidents.
A few years ago, when Pepsi was promoting in China, the American slogan “Pepsi brings you back to life” was mistranslated into “Pepsi brings your ancestors back from the dead. Advertising translation can be a tricky endeavor.
The process of translation is not just about seeking words and translating them into another language having similar meanings. It is more than that. These hilarious incidents remind us of the importance of advertising translation and how every language and culture is different.
Read this blog further to have a detailed understanding of advertising translation, the role of translation in advertising, and the processes involved. So, let’s get started.
Importance of effective advertising translation
Did you know that, according to CSA research, 60% of shoppers do not buy from English-only websites? Language has become an essential key to unlocking global markets. Cultural differences are now more evident due to access to a Global communication platform thanks to the internet. You already know the well-developed and diverse marketplace that India has. And if only the English language gets used for advertisement campaigns, then you are missing out on so much regarding your marketing campaigns.
So, it has become essential for any international business to integrate advertising translation into their brand campaign. Your brand can easily connect with the intended market when translations are used correctly. Nowadays, for every business, customer satisfaction is of paramount importance. According to Gartner, 81% of marketers believe that the crucial area of competitiveness in their sector is customer satisfaction.
We can give you countless examples of mistranslations where the brand had to take down its advertising campaigns just because of the mistranslation fiasco. With accurate translation, you can easily stand out from your competitors. You can use various advertising tools like video ads, brochures, and magazines to enhance your advertising campaigns.
It will assist you in building up your marketing initiatives. Good marketing puts your company in front of potential customers’ minds so they will consider it when they require your goods or services. The importance of having effective advertising translation can be beneficial for your business and can help you tap into the global market.
What is the role of translation in advertising?
The role of translation is crucial, as it facilitates the effective communication of your brand’s message to a targeted audience. Translation ensures that advertising campaigns and marketing materials possess cultural and linguistic context and are relevant to target demographics. Translation enables you to connect with potential customers in their target language, which increases the effectiveness of your advertising campaign and builds a stronger brand presence.
Effective translation in advertising can help avoid mistranslations, misinterpretations, or offensive content. To sum it up, translation plays an important role in your business because it helps you reach your target audience, thus contributing to the success of your advertising campaign.
Key factors in advertising translation
Translation of advertising materials requires careful consideration to ensure that the message is not only accurately conveyed but also culturally appropriate for the target audience. Here we have listed some key factors in advertising translation.
1. Cultural Sensitivity
Always understand the cultural nuances and sensitivities of the target audience. Because what may be acceptable in one culture may be offensive or confusing in another.
2. Transcreation
Transcreation is the process used in advertising translation because it involves going beyond mere translation to recreate the brand message for your target audience. It can involve changing slogans, visuals, or sometimes entire concepts just to suit the local culture and context.
3. Market Research
It is essential to conduct market research when tapping into a new target market. Try to understand the local preferences, trends, and competitors. This can help you with your future advertising campaigns.
How does the advertising translation process work?
The translation process for advertising involves several stages to ensure that your brand’s message is effectively adapted for your target audience. Here is a list of points about how the process typically works:
1. Project Briefing
The first step is to brief the project and define goals for each target audience. Providing detailed information about advertisement campaigns, goals, and objectives.
2. Market Research
Always conduct thorough market research to gain insights into the target market, cultural nuances, and advertising strategies. This helps the process of advertising translation.
3. Cultural Adaptation
When you are translating advertisements, there is always a need to translate and adapt your original message according to the intended audience. And for this, thorough research, as mentioned earlier, is essential to understanding the target audience.
4. Translation
With the help of translation services, the defined goals and objectives of the advertisement campaign are translated, considering the target audience.
5. Review and editing
Once the advertisement is translated, it goes through a review and editing process to ensure accuracy and consistency.
6. Delivery
Once the translation material is approved, it is delivered and optimized accordingly, which may involve printed media, video ads, or online video.
7. Monitoring
Once the advertisement campaign is launched on the said platforms, it is essential to monitor the performance and optimize accordingly to achieve the best results.
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