Translation of advertising materials
Efficiency of an advertising company depends on successful combination of all of its components. However it is the text that plays a crucial role in this. Thanks to the text, the key advertising idea acquires its actual embodiment, or in other words - it starts to work.
Presently there are many international companies in the Latvian market and each of them is involved in a certain type of promotional activity. Many of them face challenges in terms of translating and adaptating advertising materials. Adequacy of the translated advertising text is not only about the preciseness of the translation - description of objects and phenomena, it is about the precise conveyance of the emotional content to a great extent, as well.
When the translator works with advertising materials, his/her main task is to create a text that has the same impact on the target audience as the original.
Thus, while changing the verbal form, the text must retain its original meaning.
When working with advertising texts the translator must perfectly know the object in question, observe the aim of the text, characteristics of the consumer the advertising is aimed at and understand what emotions the author wanted to render. It is necessary to understand the character of the original text and to reproduce it in the translation in the closest way possible. If one is to translate advertising messages without considering these factors, the goal of the message - rising the awareness of consumers and increasing sales accordingly - will not be attained.
Translation of advertising materials applies to advertising slogans, video clips, presentations, flyers, brochures and other marketing materials.
Individual search for a translator who possesses the corresponding skills is not only time-consuming, but it also involves a great deal of risk since the level of professionalism of the selected translator is unknown. The translated text is adapted considering the peculiarities of the consumer country. Translator must take into account the national and social characteristics and the behavioural patterns of the target audience. If the audience that the text of the advertised product is provided for is diverse, translator should use common language which is widely applied in everyday life. If the target audience is homogeneous, translator should select words carefully in order to ensure stylistic correspondence the subject, product and audience. In the same case, when an advertising campaign is focused on a narrow homogeneous audience that has its own social or professional jargon, the use of slang words and professionalism is not forbidden but it is encouraged. Another way of improving the quality of an advertising text is proof-reading by a specialist in advertising, which will help making the text more expressive, emotional and leave a greater impression on the particular target audience.