The Nature of Advertisements
There are no specific guidelines on how translation services for Advertising agencies should behave as - the only thing to be kept in mind are the end goals; it should ultimately urge the viewer to buy into an idea or a product. As a result, video advertising translation services should also behave in a very similar manner. The concoction of visual stimulation and along with the verbal translation should ultimately appeal to the human senses. A translation that takes into account the linguistics and cultural nuances should ultimately help in the final cause.
Advertisements translations Gone Wrong
Companies have gotten things hilariously wrong during translations. We will list out some examples. Beginning with Japan’s Taco Bell that (poorly) Google-translated “Cheesy Chips” as "Low quality chips’ ’ and Crunchwrap Supreme-beef Supreme Court Beef. Low quality chips make for low quality advertisements!
Let’s look at another example this time from the finance industry; HSBC Bank learned the lesson of bad advertising translations in a hard and expensive way. HSBC sought to take its Assume Nothing campaign overseas. The original tagline worked well in the U.S. However, in many countries it was translated as Do Nothing. The company ended up having to spend a further $10 million to correct the blunder.
Advertisement translation/ translation Done Right
In 2011 Coca-Cola instigated - the now-famous - Share a Coke campaign. This movement introduced bottles of coke with 250 of the country’s most popular names. Adam, Abhisekh, Abdullah, and Abrahams all got their due depiction in the coke bottle. In China, where first names are not used often the campaign tapped into online savvy cultures using nicknames like Superstar or Classmate or Dreamers. The Coke sales were up 4% by volume in 2014 in China.
The main point that we are trying to portray through these sentences is that accounting for cultural nuances during an advertisement translation can lead to growth. Professional Advertisement Translation Services are a good place to begin the process of translating advertisements. The benefits are manifold - let us begin by citing few, while we let the final judgment rest on you.