I’ve seen this question raised elsewhere in the blogosphere, including at Masked Translator: can marketing material actually be translated or does it need to be created from scratch for a new language and a new market? Opinions on this matter have been varied, ranging from doubts regarding the ethics of translating marketing texts through to the impracticalities of such translation.
As a marketing translator, I agree that it is sometimes better to start from scratch, to write fresh copy specifically in the new language. But it is possible to translate marketing material, albeit in a different way to the traditional, 100%-faithful-to-the-source-text translation technique. Marketing translation should be as faithful to the message of the source text as possible but it also inevitably involves adapting this message where appropriate. Translators should liaise with their clients to discuss any areas that involve extreme deviation from the original or any features of the source text, such as puns, that simply will not work in translation. It is then their task to come up with suitable alternatives where needed.
To me, marketing translation is translation, adaptation and copywriting, all rolled into one. The challenge of finding the best possible solution to make marketing materials work in a different language, of ensuring that they lose none of their impact in translation, is what I personally love about working in this field.
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{ 5 comments… read them below or add one }
I fully agree with you.
My own experience in adapting marketing materials to Middle Eastern markets is that you need someone who has a firm foothold in the country for which you are writing, understand the culture (and the subcultures) of the audience at which it is aimed, and then do a “free translation” that achieves the same results that the original text does for the native market.
For example, whereas US and UK marketing aims at a consumerist and individualistic market where it is “cool” to own a new gadget, the same gadget would sell better in the ME if the traditional values of family, inheritance, etc. are triggered.
Similarly, you cannot write a tourist brochure for ME which mentions bars, nightclubs, etc. - although I had a local brothel ask me for a translation of their “services”, a job I politely declined
Even if you copywrite from scratch, you still need to understand the company’s philosophy and what they are trying to achieve, and often have to educate them about why certain things don’t work.
This is such an important point to make, thanks Serena.
Translating marketing copy is quite another skill in itself, and some form of copywriting training is probably advisable. Translators need to understand how the service they provide when translating marketing copy differs to the service they provide when translating other material. More than that though, clients and translators should be engaging in a dialogue about their ‘brand’ and their ‘message’, so that it the translation is consistent with this and is meaningful to the target audience.
To me, marketing translation is translation, adaptation and copywriting, all rolled into one. The challenge of finding the best possible solution to make marketing materials work in a different language, of ensuring that they lose none of their impact in translation, is what I personally love about working in this field.
Same here.
Some of my clients call this type of translation “transcreation”, which I think sums it up nicely.
Thanks for all your thoughts.
@Sam
It’s even more important that there is a close working relationship between the client and the translator when there are considerable differences between the source and target cultures. The examples relating to the Middle Eastern markets that you give highlight the need for companies to work with experienced, professional translators to avoid offending their target markets and to achieve success in this region. They really do need someone who knows both the source and the target culture well.
@Philippa
I agree, an understanding of and some training in copywriting techniques is often advisable. As you say, nothing beats an ongoing dialogue between the client and translator though.
@Percy
“Transcreation” sums it up perfectly!
If you couldn’t - I’d have a lot less to do.
I like Percy’s ‘transcreation’ concept. ‘Degermanisation’ is another word.
All you have to do is ask the client up front how much freedom you are given.
‘Zielgruppenadequat’ is a good word to throw at them.