Ivashchenko, A.

Orel, M.

English

eLibrary National Mining University

Ivashchenko A.M. Оrel, research supervisorNational Mining University.MARKETING AND ADVERTISING TRANSLATIONThis paper offers guidance for marketing text translation. It will be helpfulfor companies preparing to translate their marketing content.A marketing text is very content-intensive and provides much information ina compact form. This text is designed to ensure success by driving sales, winningnew business, etc. In terms of translation, a marketing text is much more difficultthat any other text. If you handle a marketing text translation in the same manneras with any other translation, the results will likely not meet your expectations.Typically, you should not expect that under similar conditions, marketing texttranslation quality will be similar to the technical translation quality, since theformer requires much more effort than the latter.Most marketing texts are of dual nature. On the one hand, the advertisementhas to emotionally touch the target audience, and on the other, it should provideinformation that is important and interesting for this audience. Therefore, with amarketing text translation, a translator needs to have two skills: marketing styleand subject matter knowledge.Before proceeding with your translation, consider writing the text in thecorresponding language, instead of translating it. Obviously, this new text will bedifferent from the source to some extent. Still, this will ensure an importantadvantage: any text originally written in the target audience language is typicallybetter than translation of the same text.Marketing texts vary significantly depending on the local culture. One nationmay completely misunderstand the message designed for some other nation.Therefore, there will be times when the source text is either non-translatable at allor can be translated only with a certain notion change. A good example of non-translatable items are slogans. Many of them are simply left untranslated acrossmost markets, such as Panasonic's "Ideas for life" or Samsung's "Digitally yours".Translation by a native speaker is an industry standard, but a marketing textcan be sometimes translated by a non-native speaker. A convenient and cost-efficient solution is to have the text translated by a non-native speaking translatorand reviewed by a native speaking reviewer.Another important method of improving the quality is review by a specialist.A marketing professional will correct the translation to make it more engaging,emotional and targeted at the specific end user.

MARKETING AND ADVERTISING TRANSLATION

http://ir.nmu.org.ua/bitstream/handle/123456789/1723/%d0%94%d0%be%d0%ba%d1%83%d0%bc%d0%b5%d0%bd%d1%8221.pdf?sequence=1&isAllowed=y

MARKETING AND ADVERTISING TRANSLATION

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