Marketing Translations
A simple literal translation may well not convey the message...
Marketing translations require an ability to translate the text correctly and accurately, but a simple literal translation will not convey the marketing message required by the customer.
What is important is that the text must still deliver the same message and retain the effectiveness of the original, but it has to do it in a different language and target a different culture.
McFelder Translations works with a number of international marketing organisations in both the private and public sectors..
Public Sector
Government managed tourism departments, business tourism, local government offices and town councils.
Private Sector
Marketing communications departments within international companies, marketing agencies and public relations agencies.
This could encompass a range of international communication activities such as press releases, newsletters, new product launches, web sites, advertising campaigns, web sites, etc.
Marketing translators must have the ability to translate but also modify the style of the text to be totally meaningful to the target audience. For example:
- They must carefully translate strap lines to express the same message and energy of the original campaign, but it is important that the audience does not sense that the text was originally written in another language.
- Cultural differences as well as linguistic differences must also be incorporated into this type of translation work.
This requires experience and knowledge in order to determine how far the translation can deviate from the original text but, at the same time, producing a correct but non-literal translation which projects the message from the original text in a style which is suited to a different culture and local nuances.
The project manager will manage every step of the process and often this may also require full Desk Top Publishing services. The translated text may be required to be directly incorporated into packages such as Adobe InDesign or QuarkXPress, ready to go straight to print. The translated text may be required for a new web site or part of an existing web site structure.
We have the knowledge and expertise to translate directly into many DTP packages and therefore there is absolutely no requirement to translate the text into a Word format and incorporate the text back into the original design. We also regularly work with non-European languages and often we are also required to create the mirror image of the original design layout. This would apply for a translation into Arabic, for example.