Translation of Advertising Texts

Increasingly, many companies are turning to Martin Translation Services to get a quality translation of advertising and informational texts. Indeed, the translation of advertising texts has its own specific features requiring both translation skills and the knowledge of technologies of writing marketing materials. Translation of advertising texts must not only set out the data exhaustively, but also be clear and easy to read. The translator must take into account the purpose of the advertising message, its audience and their needs, specifics of the particular advertising media, language capabilities, which make it possible to create the desired associations, emotions and moods. Such an approach requires the translator to know the subject, referred to in the original, well and be skilled in generating advertising creative ideas and copywriting. If advertising messages are translated without taking into account these factors, the purpose of an advertising message - raising awareness among consumers and, therefore, increasing sales - will not be achieved.

The independent search for a translator with the appropriate skills is not only time-consuming, but also is associated with a great risk, because you do not know the skill level of the translator you found. That is why many companies prefer to apply to large translation agencies with a staff of appropriate specialists to translate promotional materials. Many foreign companies advertising their products in Russia often face the problem of translating advertising slogans and their adaptation to Russian, given that the literal translation of a Russian phrase is often longer than, say, that of an English one. This makes significant difficulties, especially if the advertising message, which is translated into Russian, should be short and concise. Often, in such cases, Russian translators do not translate the message word for word, but give its equivalent, for example:

«Maybe she's born with it, maybe it's Maybelline»

«Все в восторге от тебя, а ты - от "Мэйбеллин"

In most cases, an advertising text do not need to be translated literally, otherwise it may lose the meaning and impact. The translated text is adapted to the specificity of the consumer country. The translator must take into account national and social specifics, patterns of the behavior of the target audience. If the text of the advertised product is prepared for a diverse audience, the translator uses a common vocabulary widely used in the everyday life. If the target audience is homogeneous, the translator chooses words carefully for their stylistic suitability to the chosen theme, product and audience. In the same case, when the campaign is focused on a narrow homogeneous audience having its own social or professional jargon, the use of slang words and professionalisms is not only permitted but also encouraged. Another way to improve the quality of the advertising text is proofreading by an expert on advertising, who will help to make the text more expressive, emotional and affecting the peculiarities of the target audience.

Martin Translation Services - Professional translation of advertising texts!