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Advertising Translations
The translation of marketing and advertising material represents a unique category in the technical translation field. In this type of literature, fidelity to the source text must be conceptual, not formal. The translated advertising text must convey all nuances, ideas and hints of the source text, but reshaped and distilled to fit the characteristics, attitudes, feeling and cultural context of the target language readers.
This also applies to technical advertising literature, which poses the additional difficulty of smoothly integrating easy-to-read commercial messages with sometimes harsh technical terminology.
The primary aim of an advertising text is to attract and convince customers. An aim that can only be reached by getting in tune with the reader, by choosing words and carving out sentences that elicit positive feelings in the target language. By triggering the emotional strings that lead a customer to prefer the product or service we are trying to sell. If the advertising text "sounds like a translation", it losses its appeal and capacity to convince.
We know well how to translate an advertising text without betraying its purpose. Nobody will be able to tell if the text was originally written in a different language.
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