Everything you need to know about translating advertisements

Translation is more than just looking for words in another language with a similar meaning; it's also about finding appropriate ways to communicate things in another language. Similarly, translating advertisements entails more than simply taking an advert and recreating it word for word in a new language. The entire process of translating advertisements considers a variety of cultural nuances and components. An advertiser needs to be very careful when translating one language to another, as a simple error can lead to severe consequences. 

Companies spend a fortune on print commercials, television ads, social media ads, and other forms of advertising to ensure that their target audience is aware of their brands or products. It's also crucial to translate your marketing ads into the native language of your target audience if you want to develop your brands globally.

Translation of Advertisements

Advertisement translation is turning an ad created for one audience into a format that appeals to a different audience. It entails the complete transformation of visual and audio elements so that your message reaches your intended audience. Your ads must be translated, transcreated, and localized so that the intended message is communicated to your target audience.

Continue reading to learn about the factors to consider while translating advertisements.

Contextualization

Advertising is, without a doubt, the art of communicating a brand's information to its customers. Advertisements help customers understand your brand's story and your USPs and why they should buy your items. Companies use humor and pop culture allusions in their advertising to make them memorable and captivating. However, such cultural references do not always translate effectively when those ads are translated into other languages. Your advertisement will only be successful if it is tailored to the cultural context of its target audience.

Furthermore, when it comes to linguistic context, you must be cautious when translating your commercial, because choosing the wrong words or phrases can upset your brand's users, and take all the impact out of your slogans.

Inappropriate Content

Language isn't the only thing that might offend; symbols, commercial images, and other culturally acceptable items in your home market can be offensive in international markets. Even the most prominent companies make mistakes now and then, resulting in unforeseen repercussions when their ads are translated. It's critical to seek advice from localization experts to avoid offending the very people to whom you're trying to sell your products.

Marketing Channel Selection

When translating commercials, it's critical to consider the ideal marketing channels for your target audience, whether it's print media, electronic or email marketing campaigns, or social media platforms. Before beginning your translated ad campaign, it's critical to think about marketing channels.

Target Market Research

Another crucial part of ad translation is data. Make sure you know your ways around the data protection rules that pertain to your target market. Is it possible to send out cold email campaigns with it? What should you do if you're collecting email addresses as part of your website's marketing efforts? All of this must be decided before the translator begins translating advertisements.

Translation of a Slogan

Slogans are a way for a corporation to be recognized. People who have never heard of the brand can conjure up a mental image of your goods merely by hearing the phrase. It can be difficult to accurately translate ad slogans into the targeted language, and poor translations can harm a brand's reputation.

Aside from that, slogans that have been translated may have diverse meanings and do not always reflect the brand's original message. Translation services are here to help! You can avoid diluting your brand’s impact by using professional translation services to present your worldwide audience with the actual meaning of your ad in their native language.

The intention of your Headline

Many clients skim over the taglines and headlines first, then read the body of the ad if the title piques their attention. The translator must keep lines of communication open with the consumer, and both parties must understand what is expected of them. The translator should consider all the information and point out any cultural variations that could affect the headline's final translation.

Maintain a neutral Tone and Style

Know your audience's preferred tone and style before translating commercials. A professional translator must determine whether a formal or casual style is better based on the audience type. The translated commercial text must appeal to consumers of all ages, both primary and secondary.

Importance of Translation

The most common blunder brands make when it comes to advertising translation is expecting that the same message would evoke the same response in every region. When the general brand or product image is comparable in each market, this might work pretty well for some brands.

Luxury cars, for example, are marketed to high-earners in every market, so the pictures and emotions that these brands evoke are very similar. Hence, we frequently see the same video commercial for luxury companies being utilized in multiple areas, as the emotional triggers used are very consistent.

Most brands, on the other hand, must work harder, as evidenced by Coca-Cola, L'Oréal, Nike, and other major brands that tailor their messages to each target demographic. In general, the larger your collective target audiences are, the more of this you will need to perform.

To Summarize

Advertisements are one of the major reasons when a company is well recognized by its consumers. Translating adverts effectively will help your business thrive. 

To save you from the hassle of such mistakes, Lingual Consultancy provides the service of translating advertisements. Our pool of native linguists and subject matter experts ensure that all the translated material is credible and is tailored according to your target audience. You can directly contact the Lingual Consultancy team and discuss more about your translation and localization needs. Drop us an email at [email protected] or contact us.