Entrepreneurs and companies work hard and invest a lot of money to market their businesses to target audiences. In this era of cutthroat competition, they want to create brand awareness among potential customers. How they advertise their brand has a huge impact on their overall market image and perception among customers.
Business advertisements become even more challenging when you are targeting overseas customers and want to enter a new market with diverse cultures and languages. Most businesses invest in professional advertising translation services to market their brand to foreign customers.
Advertising Translation Services for Global Brands
Translating commercials is adapting marketing material and ads for target markets in a way that appeals to your target market without altering the original brand message.
What are some considerations that a translator should make while translating advertisements?
The phrase “ad translation” is broad and encompasses a wide range of challenges. Businesses employ a variety of media for advertising, including high-budget TV, radio, print, social media, and paid online advertisements on other websites.
To guarantee that the ads and commercials are most appropriate for the target audience with all of their elements translated, localized, and transcreated.
Broadly speaking, the translation of advertisements is the process of transforming an advertisement in a way that appeals to a new demographic. For enhanced communication, advertisements are translated into the languages of target customers. Localized advertisement leads to increased revenue, a wider audience for your goods, and a bigger customer base.
How to Achieve Effective Advertising Translation
You may lose potential customers if you advertise your products and services in English only. Businesses avoid investing in translations for foreign markets to cut on costs. Translating your content the right way may increase your click-through, conversion rates, sales, and reputation. So, let’s have a look at some techniques to get impeccable advertisement translations.
Language Context
English is certainly the most used business language worldwide, but it is still not understood by the majority of the world population. Research continuously demonstrates that people like purchasing in their native language, even if they can understand English to some extent.
You can enhance brand trust and loyalty from both current and prospective clients by localizing advertisements. In order to translate ad content effectively, translators should be fluent in the target language and acutely aware of idiomatic terms and cultural allusions unique to a given language.
Your advertisement must be meticulously translated if you want it to be successful abroad. It is simple to offend someone when a translation contains an incorrect term or phrase. For instance, in China, Kentucky Fried Chicken (KFC) made an expensive error. Eat your fingers off is how its famous “finger-licking good” tagline was translated into Chinese! Not the ideal picture KFC wished to present for its delicious fried chicken.
Cultural and Socio-historical context
Crafting an effective advertisement can be considered a kind of art. It has to be memorable and catchy while delivering information about your product. Advertisers use humor together with social, cultural, and historical themes to generate this resonance with viewers. But these allusions don’t always translate or convey well.
That is why it’s crucial to consider local cultural context when adapting ads. For example, creating a video advertisement in Spanish that talks about Arabic fashion won’t resonate with Spanish speakers in the USA. So, companies must carefully use cultural elements in their ads and localize them for each market.
The Rhetorical Setting
It is a persuasive technique used by marketers in effective advertising. Commercials must convince us to purchase a product while educating us about the brand. People like to know how the product can influence society, what it stands for, and how much of an environmental footprint it has. It is true that people are more inclined to consider an energy company’s products if they discuss their impact on the environment and how they plan to make their practices more eco-friendly.
It may seem paradoxical, but if an energy firm talks about how its products will affect the environment and how it plans to handle it, people are more likely to have a positive prescription for them. An advertisement for toothpaste, for example, sounds credible and compelling if it says it whitens teeth 40% better than competing goods. To get impeccable advertising translations, global companies take the assistance of a professional translation company. They know how to use the above-mentioned techniques to produce effective results from advertisements.
Wrapping Up
To access new markets and to grow their consumer base in different parts of the world, global companies are spending a large amount of money on marketing advertisements. They produce ads and take the assistance of professional translation agencies. They have to translate them not only linguistically but also make them culturally relevant and persuasive by carefully weighing language context, cultural subtleties, and rhetorical techniques.