Copy translation – localisation for the right impact
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Copy translation – localisation for the right impact
You will no doubt have invested considerable resources in the development of a successful marketing text, so when moving into a new language, you need to consider more than just getting a straightforward translation done. You most likely require a copy translation. But translating advertising so it works effectively in a different language and a different culture can be a real challenge – not just for your chosen translation agency, but also for you as a client. Exacta gives you the support you need for success in your market.
Swedish
Can ads really be translated?
They certainly can, but be aware that the text may need adapting in a very different way to a regular translation – taking account of local conditions and cultural differences. Translating advertisements is all about transferring a message in an engaging way from one language to another, without following the exact words of the original text in every detail. In short, the translator is given a little more leeway than in a traditional translation.
How do you retain the impact of translated marketing texts?
Translating marketing texts and ad campaigns can be the most challenging of assignments, because they can’t be translated word for word. Instead, the text has to be adapted to the new language and the recipients – your customers Very few translators are able to detach themselves from the source text and think outside the box. Traces of the original sentence structure and wording can sometimes be evident in the translation. And often the text will need to be completely rewritten to work in its new market, moving beyond the realm of translation and into adaptation or localisation.
Of course the amount of localisation that the text requires varies from case to case. A basic rule of thumb is that the shorter a marketing text is, the more difficult it is to translate. Slightly longer brochure texts and online texts are usually fine to translate with only a few minor adaptations. Press releases, ads and short, punchy and inventive slogans often need more adaptation or rewriting for them to be effective. This is a skill that goes beyond ordinary translation.
What are the key considerations when translating marketing texts?
Who is the text aimed at? Is the message supported by visual material? Are there specific SEO words that the translator should try to include? How much freedom does the translator have? Background information and context help the translator to do a better job.
A marketing text could be translated completely correctly, but still lack local linguistic finesse. With copy adaptation, a second writer works on the translation to polish it up so that it fits perfectly into its intended setting.
This is particularly true for marketing aimed at children and ads for products such as alcohol and tobacco.
If the translation is going into a language closely related to the source language, less adaptation is generally required, and conversely – if the language belongs to a completely different group, more adaptation will be needed due to the very different structures.
Translations from Swedish to Arabic and Finnish thus need more adaptation than translations from Swedish to Norwegian and Danish, for example.
If your text is in InDesign, the text can be exported into a format called IDML that the translator can work with.
If your text is in a PDF, it will originally have been created in a different format, usually InDesign. If you can get hold of the original files, this is almost always better than converting a PDF into Word.
