Search

Traps for the Unwary About Marketing Translation

by ZircoDATA Marketing
December 15, 2016
English - a Corporate Language

Marketing translation is a necessary part of a business’s expansion outside its own borders. With online sales growing every year, marketing translation becomes even more of a necessity. The contradiction is that many businesses are compromising their image and brand by not taking marketing translation seriously enough or treating it like any other translation task.

Marketing translation skills are different from other kinds of translation

Marketing translation is not as literal as other translation, especially technical translation. In some ways it is more like literary translation, but even then there are significant differences. Businesses that intend to do a lot of marketing translation should use professional translation agencies that specialise in this type of translation.
The essential difference between marketing translation and other kinds of translation is that the former has to translate idiomatic expressions, slogans, brand messages and must do so taking into account potentially different cultural and social meanings. Marketing translators tend to have a very good in depth knowledge of both the two cultures that belong to the business itself and the target market.
To give an example, take a typical technical translation task: the translation of a manual explaining how to use a medical device. There is no room for cultural differences here. The device will be used in the same way in the country in which the device was developed and built as well as the country or countries where it is being sold.

Good marketing translation is culturally sensitive

Compare that with an advertising message for a new drink. The message in the country of origin may be totally unacceptable in the target country where the drink is being marketed. The message may offend the local community, disturb it, annoy it, or perhaps it may be just misunderstood. Marketing messages and slogans can be very culture specific and these messages don’t always translate very well at all.
That doesn’t mean that a translation can’t be made when there are substantial cultural differences involved. Marketing is all about conveying the message that a product (or service) is worth buying. All it means is that the translator is given the job of converting the message into something that will make the new market sit up and take interest. This is known as transcreation and is a distinctive feature of marketing translation.

27750ef6a13cf767ed8137489bf3ef64

ATC

The Municipal Association of Victoria’s Procurement program helps councils' source trusted suppliers that meet high standards for quality, compliance, and value. As a certified supplier, we are approved to provide professional translation services to local governments across Victoria.
ISO

ISO 17100

ISO 17100 certification is an international quality standard for translation services. It ensures that certified providers use qualified translators, follow strict revision processes, and meet defined project management and confidentiality requirements. Choosing an ISO 17100-certified service means you're getting professional, consistent, and quality-assured translations that meet global best practices.
naati

NAATI

NAATI certification is the official accreditation for translators in Australia, issued by the National Accreditation Authority for Translators and Interpreters. It is required as most Australian government departments only accept translations completed by NAATI-certified professionals to ensure accuracy, authenticity, and compliance with official standards.