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Translation of advertising texts

 

Translation of advertising texts

The translation of marketing material such as company brochures, leaflets, press releases, etc. will always remain a sensitive issue. The language of advertising is a language in itself. Not every good technical translator is the right person to translate such texts.

Especially for advertising texts, we have selected translators who have an excellent command of their mother tongue, are eloquent and can translate the text in the "author's spirit" as if it were written in his or her own language. At the same time, these translators must have a sufficient command of the German language to recognize and understand puns and figures of speech. Intercultural competence is an essential qualification that we specify when selecting our translators for advertising texts.

As a rule, we use translators who live in the country of the target language for the translation of marketing texts because every language is continuously evolving. New words or acronyms emerge, political or cultural life provides new examples, and advertising texts often make reference to these. One only need consider the linguistic echo in Germany of the assertion "Wir Schaffen das" (We can do it) made by German Chancellor Angela Merkel during the 2015 European migrant crisis.

 

    What do we translate?

    We deliver quality-controlled translations. We check aspects like grammar, spelling and typography with particular care.

    On request, our DTP department can provide print-ready templates in formats such as Adobe InDesign or QuarkXPress. This is a great advantage for certain foreign languages, where some layout errors are not easy to detect without language skills (e.g. hyphenation in Hungarian).

    The texts and documents that we translate on a regular basis include:

     

    • Flyers and leaflets
    • Image brochures
    • Mailing campaigns and newsletters 
    • Presentations
    • Questionnaires
    • Press releases and PR articles
    • Subtitles or spoken content of advertising videos

    Terminology and corporate wording

    Unlike technical texts, the language of advertising must be rich in synonyms. However, some terms should be consistently adhered to in accordance with the corporate wording: These include the names of departments, positions, products, brands etc. This is often a major challenge, as sometimes different departments and translators are involved and do not always coordinate their terminology.

    For our customers, we build up a company terminology that is accessible to all participants in our web-based terminology management system LookUp.

    Second proofreading and adaptation

    We also offer a second proofreading and adaptation step for the foreign-language version. The second proofreader is also a native speaker and initially reads only the translated version without taking the source text into account. If necessary, he or she will propose adjustments to passages of text that are technically correct but appear unnatural. This can sometimes happen when a statement in the source text is foreign to the culture of the target country. In some cases, texts need to be supplemented because a matter needs to be formulated more precisely in the target country. These adaptations are finally checked against the original text. This ensures a high level of acceptance of the translated texts by the target audience.

    Translatable advertising texts

    Authors of German marketing texts try to use casual and figurative language that appeals to the target group. They seek to attract the attention of their readers. For this purpose, they choose examples and topics that go down well in Germany. This does not always work in the same way in other countries and some examples, clich├ęs or formulations can even be counterproductive abroad. Anyone who has read advertising material from other countries from time to time will certainly have noticed this.

    We will be happy to check your source texts for their suitability for the overseas market and advise you on this.

     

    Our services for you:

    • Use of translators specialized in advertising language and checking the translation according to the dual-control principle
    • Adaptation of the translation
    • Foreign-language layout and preparation of print-ready documents
    • Coordination of the translation with your overseas subsidiaries
    • Development of multilingual marketing and SEO-compatible terminology.

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