Marketing materials require a specific translation approach. Marketing documents often contain nuanced language that is difficult to translate literally. They may contain humor, metaphors and other expressions that cannot be literally translated into another language. Furthermore, they may contain references that may not resonate with the target audience. In all of these cases, it is important to translate the document so that the target audience understands the message being transmitted, even if it means deviating from the original text.
In today’s article, we will discuss different types of marketing materials and common approaches.
Some common marketing translations include brochure translations, flyer translations, website translations, press release translations, SEO translation and social media translations. Marketing documents can span many industries, such as healthcare, banking, legal, sports, tourism and more. Each of these industries will have specific terminology, and in addition to correctly translating that terminology, it is important that the translations are culturally competent. For example, a literal translation of an American metaphor may be confusing to the target audience, or even offensive. This could reflect negatively on your company and have the exact opposite effect as intended; instead of drawing people to your products and services, you could be driving them away. Thus, it is important to analyze the document as a whole, understand who the target audience is and ensure the original message intended is properly captured for the readers.
Whether you need to translate a banking flyer or translate a social media post, it is important to hire a company that is well-versed in marketing language that sounds appealing to the target audience.
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