Translating Promotional and Advertising Texts

The translation of promotional and advertising texts requires techniques to preserve their persuasive purpose, often requiring cultural adaptation and rewriting. This second, updated edition offers new sections on self-promotion in social media, text analysis, and cross-cultural appraisal. It is the essential text for students, researchers, translators, and professionals working in copywriting, marketing, public relations, or related areas.

\n Format: Paperback / softback
\n Length: 212 pages
\n Publication date: 30 December 2020
\n Publisher: Taylor & Francis Ltd
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Translating promotional and advertising texts is a complex task that requires the application of various techniques to preserve their persuasive purpose. While the specific techniques may vary depending on the type of text, they all aim to convey the intended message effectively to the target audience. This often involves extensive cultural adaptation and, in some cases, thorough rewriting to ensure that the text resonates with the local culture.

Promotional texts encompass a wide range of formats, including personal letters, brochures, advertisements, and social media posts. Each type of text requires a different approach to translation to ensure that the message is conveyed accurately and effectively. For example, personal letters may require a more intimate and informal tone, while brochures may need to present a professional and polished image.

Advertising texts, on the other hand, are designed to capture the attention of the target audience and persuade them to take a specific action. They often use persuasive language, imagery, and storytelling techniques to achieve this goal. Translating advertising texts requires a deep understanding of the target culture and the ability to adapt the message to resonate with the local audience.

One of the challenges of translating promotional and advertising texts is the need for cultural adaptation. Different cultures have different norms, values, and beliefs, which can impact the way that messages are interpreted. Translators must be aware of these cultural differences and adapt the text accordingly to ensure that the message is understood and accepted.

This may involve rewriting the text to remove cultural references or symbols that may not be understood by the target audience. It may also involve incorporating local idioms, humor, or references to popular culture to make the text more relatable and engaging.

In addition to cultural adaptation, translators must also consider the specific audience that the text is intended for. Different audiences may have different preferences, language skills, and cultural backgrounds, which can impact the way that the text is interpreted. Translators must therefore tailor the text to meet the specific needs and expectations of the target audience to ensure that the message is communicated effectively.

Another challenge of translating promotional and advertising texts is the need for thorough text analysis. Translators must carefully examine the text to identify the key messages, persuasive techniques, and imagery used by the original author. This analysis can help translators to adapt the text effectively and ensure that the message is conveyed in a way that resonates with the target audience.

To facilitate the translation process, there are various tools and resources available to translators. These include translation memory tools, glossaries, and cultural databases that can provide valuable information about the target culture and language. Translators can also use text analysis tools to identify the key messages and persuasive techniques used in the original text and adapt them accordingly.

In conclusion, translating promotional and advertising texts requires a combination of technical skills, cultural adaptation, and thorough text analysis. By applying these techniques, translators can ensure that the intended message is conveyed effectively and resonates with the target audience. Whether translating personal letters, brochures, or advertisements, translators must be aware of the cultural differences and audience preferences to produce high-quality translations that achieve their intended purpose.

\n Weight: 354g\n
Dimension: 155 x 235 x 25 (mm)\n
ISBN-13: 9781138566057\n
Edition number: 2 New edition\n