This is probably the most unexpected statement from a translation agency: marketing material should probably not be translated at all, but developed from scratch in the target geography!
It is a common problem that when businesses begin to market across the globe, they usually encounter linguistic and cultural problems. Translating product names, company names, and company slogans can sometimes be impossible. Even multi-million dollar companies have made some huge translation mistakes, due to neglecting the use of professional translation services.
Marketing translation services are very different from any other types of document translation such as for legal documents. Legal documents usually need to be translated correctly word-for-word. However, marketing or advertising translation should be translated with the right emotion, while still conveying the right message of the original language.
Considering that every country has different slang and unique cultures, requiring marketing or advertising translator is necessary. However, language proficiency and culture knowledge of both countries are just one of several qualities that are needed in obtaining a quality marketing translation.
Marketing translation is the most effective tool in localizing your product, eliminating the language barriers and at the same time bridging the cultural gaps between countries. It is very important to take note that each culture has its own traditions, meanings of symbols or icons, and colour connotations. Hence, these factors should be taken into consideration to be able to produce an effective and well-balanced marketing translation.
Seeking help from reliable translators for your marketing document is vital and should not be ignored. Simple mistranslation in your business document is a potential threat that could ruin your business and also may cause harm to the dignity and culture of the target audience. Thus, ensuring the professionalism of the linguist is helpful in achieving the most accurate marketing translation for your document.
There are countless stories about large companies who get in trouble for mistranslation and cultural misuse. Marketing mistranslation can sometimes be funny, but consequences can be far more significant.
Issues about mistranslated marketing and advertising documents are not just a lesson for business corporations but they are also lessons for marketing translators who want to be successful to their profession and be reliable in the field. Linguists should remember that if they have no abilities and knowledge about the language and translation field needed for interpreting, it is indeed important to refuse the assignment. Otherwise, poor translation results will reflect on their name and can eventually ruin their profession.
As the world is experiencing globalisation, there are more and more cross-cultural acquaintances and thus, it s important to acknowledge every target language and tradition properly and correctly to be able to get people’s taste and understanding. This way, your business would definitely work out and expand globally.
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