Why advertising translation is important in different languages?

What is Advertising translation?

In this era, where the world has become a global village, a lot of services are purchased on the international platform. This liberty offers a great opportunity to the companies who intend to make an investment in the advertising and marketing translation overseas.

Reaching a wider audience and international clients can be challenging. It is one complex matter of language and also has numerous cultural issues which require consideration. The advertising material needs to be according to the preferences and flavor of the local people so that overseas customers can buy the products easily.

Types of advertising documents that require translation

The advertising documents have expanded beyond the limit now. These are almost there in every field and all kinds of domains require the advertising of their content, products, equipment, and whatnot.

However, precisely speaking, here are the main categories of the advertising translation.

1. Print and electronics ad copy
2. Company websites
3. Marketing brochures
4. Newsletters
5. Email campaigns
6. Advertising campaigns for Google AdWords
7. CPC marketing translation
8. Business plan
9. Products

Translation of marketing and advertising material for customers in retail, cosmetic and fashion industries as well as tech industries required. It further goes with medical and pharmaceutical companies, consumer electronics, sports, and nearly all available markets. The core objective of the global advertising translation is to deliver the message from global customers to the target audience.

Importance of Language in advertising

The word advertising is quite empowering. As we utter this word the immediate thoughts of the billboards, television ads, banners, buses with flyers, and whatnot come to the mind. Advertising is inevitable in this advanced era and involves a lot of creativity.

Language is the ultimate authority in advertising. A strong and meaningful company name can either make a product or break it. The written words, languages, and linguistic features have become more prominent and significant than ever. People are consumed by social media and the media and innovation in ads have increased the expectation level of the audiences.

However, with an atextual form of media which is dominant, advertising and the way in which it surfaces in our lives and effects has changed the way of living.

Advertising content was once confined to a particular generic form, it was all about an advert on a bus, a few-second tv commercial, or half a page in a newspaper. These though had the power to reach a wider audience but were not specific. The whole idea of the adverts and medium have also changed now. Language has taken over and has become of foremost importance. Advertising requires to be translated into the language of the target audience. Only then they can understand it really well and can relate to their culture, traditions, and choices.

Advertising translation services are hence, a complex matter and need to be pulled off with relevant expertise and experience. The use and abuse of the language have allowed us to push our thinking skills beyond communication and have also distorted the content and sent misleading messages. There are a number of campaigns that have been developed around the world with the sole purpose of positioning products and generating revenues.

Types of languages used in advertising

Language has a powerful and influencing impression on people and their behavior toward certain things. This is mainly important in the marketing and advertising field. The choice of language has to convey particular messages with the intent of influencing people so that the advert makes them purchase the defined products and brands.

It is extremely important to keep in mind that the visual content and design in advertising have a great influence on the consumer and his choices. However, language is the key, it helps people identify product and remember it so that they can use them later.

English language, being a universal language is known for its vast and extensive dictionary. The message is clearer in this language and as for the other languages, it has to be more precise, because people are meant to understand the English language, nonetheless, when it comes to other languages until it is their native language, they fail to perceive things rightly. 

The language and selection of language mainly depend on the language of the target audience. However, different people interpret the languages in different ways. The connotation of the word is extremely important as it carries the feeling and idea which are suggested by a word rather than the actual meaning of it. The ‘armchair’ can be taken as an example, where the ‘armchair’ suggests comfort and the chair word simply doesn’t come with a particular feeling.

Advertising in different languages is inevitable to establish credibility. The mass media, however, has to report news items, and marketing and advertising personnel consider the emotive power of the words as they use them.

This is how the advertisers adapt the language and use it to take compounds and adjectives. The advertising language is usually positive and emphasizes that one product stands out in comparison with another. This language may not always be according to the normal and correct phrases however, it rather needs to be more relevant to the audience.

Here is an example to support this statement that how comparatives are used even though there is no real comparison made. A detergent advertisement often claims to increase the whiteness in your clothes but they don’t tell whiter than which or what product.

Final words

Advertising translation deals with the translations of adverts and marketing content which is an important part of global marketing strategy. As it is important to build brand recognition overseas and that is not possible without addressing the translation needs of adverting and marketing text. Moreover, the language of translation greatly influences the adverts and it is mainly depending on the languages of the target audiences and market.


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Eric Batley May 30, 2022 0 Comments