| Старонкі тэмы: [1 2] > | Poll: What is the most challenging aspect of translating marketing texts? Аўтар тэмы: ProZ.com Staff
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This forum topic is for the discussion of the poll question "What is the most challenging aspect of translating marketing texts?".
This poll was originally submitted by Iulia Parvu. View the poll results »
| | | | | Maintaining the word play | May 23 |
Translating creative taglines is almost never straightforward –it’s rare to find an almost perfectly fit in the target language conveying the same image. That’s why transcreation is paid by the hour...
| | | | Lingua 5B 
Боснія і Герцагавіна
Local time: 19:55
Член (ад 2009)
англійская → харвацкая
+ ...
Knowing the product and the audience on a more practical level. For instance, if I am translating a yacht sales content, it’d be helpful to visit and tour this yacht and observe how people use it. I can aquire theoritical information about this, but it’s not the same.
| | | | Alex Lichanow
Германія
Local time: 19:55
англійская → нямецкая
+ ...
The hardest thing about translating marketing as it exists in 2024 is to gather any useful information from the barrage of meaningless buzz words and phrases. Uniformly meaningless AI-generated slop definitely doesn't help either.
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They take so long that it's very hard to make them pay. Clients also tend to be a pain in the arse. I avoid that kind of thing these days.
| | | | Baran Keki
Турцыя
Local time: 21:55
Член
англійская → турэцкая
You always run the risk of encountering a knobhead (end client) who thinks they can do a lot better job than you do with their super English, but more so in the case of marketing translations.
I'm also kind of irked by the airs of marketing translators who seem to think marketing translations are like the ultimate manifestation of one's creativity, intelligence etc. It amuses me to see them burn the midnight oil, 'carefully crafting words, sentences' for hours on end for 4-5 cents per word... See more You always run the risk of encountering a knobhead (end client) who thinks they can do a lot better job than you do with their super English, but more so in the case of marketing translations.
I'm also kind of irked by the airs of marketing translators who seem to think marketing translations are like the ultimate manifestation of one's creativity, intelligence etc. It amuses me to see them burn the midnight oil, 'carefully crafting words, sentences' for hours on end for 4-5 cents per word. Let them play with words, and delude themselves into thinking they are 'wordsmiths' or 'artists', give me clinical trials or technical manuals any day...
As one tree hugger translator here once commented, marketing translations "are ultimately geared towards making people buy things they don't need".
So I'm not a fan of marketing translations, and not very keen on the colleagues dabbling in them either, as a rule. ChatGPT is doing a good job translating marketing texts, let the good colleagues prove their mettle against that mofo. ▲ Collapse
| | | | Liena Vijupe
Латвія
Local time: 20:55
Член (ад 2014)
французская → латышская
+ ...
Dealing with reviewers who just rewrite everything (never understood why people who are only paid for proofreading are wasting their time on that, especially considering that it usually backfires on them badly) and with clients who don't have any idea of how non-English languages work and want everything to be exactly as in English.
| | | | Baran Keki
Турцыя
Local time: 21:55
Член
англійская → турэцкая
Liena Vijupe wrote:
never understood why people who are only paid for proofreading are wasting their time on that
Because they are 'wordsmiths', the unsung artists that skillfully, artistically, hermeneutically craft words and sentences with minute attention to detail to capture the intended meaning that we mere mortals cannot and will not see, and create a work of art! They are the 'marketing translators'!
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Lingua 5B
Боснія і Герцагавіна
Local time: 19:55
Член (ад 2009)
англійская → харвацкая
+ ...
| Sales and marketing | May 23 |
I happened to be at a presentation once where a marketing/sales expert was making fun of and mocking the creative side of marketing. It’s more about collecting the right market and business information than about creativity. Their data and trends show creativity doesn’t sell (yes, even if you are Shakespeare).
Consumers care about how you can solve their problem, not how creative you are, particularly your content, they may care more about visuals and images. But it’s not abou... See more I happened to be at a presentation once where a marketing/sales expert was making fun of and mocking the creative side of marketing. It’s more about collecting the right market and business information than about creativity. Their data and trends show creativity doesn’t sell (yes, even if you are Shakespeare).
Consumers care about how you can solve their problem, not how creative you are, particularly your content, they may care more about visuals and images. But it’s not about how creative images are, more about how they target and touch their ego and narcissism.
Baran Keki wrote:
As one tree hugger translator here once commented, marketing translations "are ultimately geared towards making people buy things they don't need".
That’s about 99% of things. People need food, water, air and shelter, everything else is optional. Is translation a product people “need” to buy?
[Edited at 2024-05-23 11:58 GMT] ▲ Collapse
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Lingua 5B wrote:
Is translation a product people “need” to buy?
Yes. How else can a company sell stuff abroad?
| | | | Denis Fesik
Local time: 21:55
англійская → руская
+ ...
| Not hurting your nose as you facepalm yourself | May 23 |
I just wrote a post about techy threads and here we go: a non-techy one. In my pair, any marketing texts become irrelevant when translated. They shouldn't be translated, not even creatively, because they'll still be badly skewed out of cultural context. If you want to sell something in another country, hire a team of marketers and let them create their materials from scratch. Most of our markterers here live in a world far removed from the one we mere mortals live in, but what I remember from t... See more I just wrote a post about techy threads and here we go: a non-techy one. In my pair, any marketing texts become irrelevant when translated. They shouldn't be translated, not even creatively, because they'll still be badly skewed out of cultural context. If you want to sell something in another country, hire a team of marketers and let them create their materials from scratch. Most of our markterers here live in a world far removed from the one we mere mortals live in, but what I remember from the 90s when the sheer bulk of marketing materials were translated from English is a whole 'nuther level of facepalm ▲ Collapse
| | | | TURJOMAN ..
Саудаўская Аравія
Local time: 21:55
англійская → арабская
+ ...
| What are your thoughts on this? | May 23 |
ProZ.com Staff wrote:
This forum topic is for the discussion of the poll question "What is the most challenging aspect of translating marketing texts?". This poll was originally submitted by Iulia Parvu. View the poll results »
The most challenging aspect of translating marketing texts is capturing the nuances of the original message while adapting it to resonate with the target audience in a different language. It requires a deep understanding of cultural context, idiomatic expressions, and the ability to convey the brand's essence effectively.
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TURJOMAN ..
Саудаўская Аравія
Local time: 21:55
англійская → арабская
+ ...
| I completely agree | May 23 |
Maria Teresa Borges de Almeida wrote:
Translating creative taglines is almost never straightforward –it’s rare to find an almost perfectly fit in the target language conveying the same image. That’s why transcreation is paid by the hour...
I completely agree! Translating creative taglines can be quite challenging, as capturing the essence and impact of the original message in a different language is a delicate art. It's true that some nuances and connotations may not fully carry over, which can affect the artistic and persuasive impact of the tagline. Maintaining the essence of the original message is crucial in preserving the artistry of the tagline.
| | | | | Define marketing :-) | May 24 |
Denis Fesik wrote:
I just wrote a post about techy threads and here we go: a non-techy one. In my pair, any marketing texts become irrelevant when translated. They shouldn't be translated, not even creatively, because they'll still be badly skewed out of cultural context. If you want to sell something in another country, hire a team of marketers and let them create their materials from scratch. Most of our markterers here live in a world far removed from the one we mere mortals live in, but what I remember from the 90s when the sheer bulk of marketing materials were translated from English is a whole 'nuther level of facepalm
There's marketing and marketing. Much of it can be used globally. Those of us who work into English face that particular challenge every single day...
| | | | Lingua 5B
Боснія і Герцагавіна
Local time: 19:55
Член (ад 2009)
англійская → харвацкая
+ ...
TURJOMAN .. wrote:
Maria Teresa Borges de Almeida wrote:
Translating creative taglines is almost never straightforward –it’s rare to find an almost perfectly fit in the target language conveying the same image. That’s why transcreation is paid by the hour...
I completely agree! Translating creative taglines can be quite challenging, as capturing the essence and impact of the original message in a different language is a delicate art. It's true that some nuances and connotations may not fully carry over, which can affect the artistic and persuasive impact of the tagline. Maintaining the essence of the original message is crucial in preserving the artistry of the tagline.
Don't worry. The marketing agent representing the product in the target country will change your tagline many times over, never mind how "nuanced" you were. They test the market time after time and keep changing the taglines, nothing easier.
[Edited at 2024-05-24 11:08 GMT]
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