The success of businesses depends on what products or services they are providing, and how well they are marketing those services. The way of presentation matters a lot which is why brands invest in advertisements and marketing strategies. For instance, Nike creates such strong advertisements that follow its slogan “Just Do It”. The advertisements showcase people in running positions and glorify their struggles. This represents that Nike stands for excellence and resilience. So when the factor of global audiences comes forward (when brands need to make sure that their audiences understand their viewpoints), these advertisements need advertising translation services.
In this read, we are going to talk about advertising translation and its importance, explaining how it is a necessary part of global businesses’ marketing strategy.
Global Marketing Through Advertisements
Advertisements are an integral part of marketing. In simple terms, advertisements are announcements that brands vouch for to tell their audience that they are in the market, and interested in business. Through advertisements, brands showcase what they have got and how they can become a permanent asset for the consumers. These advertisements are a way to grab the attention of the audience and hook them with your brand. For instance, the images you see on billboards and pamphlets are an effective way to promote your business. But in today’s digitized market, billboards, pamphlets, and brochures aren’t just enough. Several digital mediums, like websites and social media platforms, are used for business promotion.
These advertisements convey certain concepts that help a brand in marketing itself on a global scale. The following present image is of L’Oréal, the world famous cosmetics brand. This advertisement not only states new products and their aesthetic look but also brings focus on the gender inequality issue going on in society. The slogan of this 2019 campaign goes like “Hire more women in leadership roles. We’re all worth it”.
Using such strong concepts helps in brand positioning. Audience sees your brand as more humanizing and they can relate with your business on a deeper level. In this way, you tell your target consumer base that you are selling more than just products but also highlighting important societal concepts.
What is Advertising Translation?
Advertising translation refers to the translation of advertisements and other content that brands use for their marketing success. With more than 7000 languages spoken right now in the world, it becomes difficult for brands to cater to all audiences as linguistic and cultural barriers become the biggest hurdles. With advertising translation, these barriers are removed and as well as it is made sure that the brand message is not only comprehensible for the audience but also aligns with their cultural value and beliefs. Oftentimes, humor and puns are part of advertisements. It is translation that makes sure that these puns and humorous elements are conveyed in the most accurate and relatable way.
The most important concept of advertising translation is not just translation but rather transcreation. It is an amalgam of translation and creation. The purpose of going for advertising translation is to make sure that your advertisements resonate with the audience. So for this reason transcreation becomes an unwritten important part of translation.
Marketing & Advertising Translation – How They Work Together
Advertising translation is undoubtedly the most important part of marketing as it is the one highly responsible for the success of businesses and brands in different regions. While marketing refers to the overall approach of producing value and developing connections with the customer base, advertising is a specialized method used to sell items or services. The inculcation of translation serves as a link between these two parts which enables businesses to communicate their information properly and effectively to a wide range of audiences.
The final product is new and revised information about brands that allows them to build emotional connections with their audiences. Advertisements are all about evoking emotions in their audiences so that they feel some attraction towards a new brand in the market.
Imagine you are selling shoes in a saturated shoe market. Why do you think the audience will get attracted to your brands when the shoe market is already saturated? This is where advertising translation gives your brand an upper hand and allows you to build a reputable position of yourself in the market. By hiring translators from a professional translation company, your advertising content gets transcreated, giving it sound and shape just the way you intended.
By tailoring the marketing content to specific cultural preferences and linguistic nuances, brands get to bring the audience on board and foster trust. In the long run, this brings traffic and drives sales. In order to make sure that a slogan sounds effective in one culture and should not be misinterpreted or offensive in another, using advertising translation is the key.
Final Words!
To sum up, advertising translation is immensely important for businesses who want to make sure that they attract the target audience as well as don’t sound offensive. This is because advertisements contain puns and humorous elements that might not suit every market. This is why advertising translation is a core component for businesses.