Marketing: text type versus specialisation
There are two types of marketing translations: on the one hand, there is the specialised variety during which marketing is considered objectively as a corporate field. On the other, there is marketing translation in the sense of transcreation.
In other words: a marketing expert well-versed in economic principles and terms cannot automatically produce good texts or creative translations! And conversely, a translator capable of delivering hard-hitting copy is not necessarily marketing savvy – in the same way that an author, artist or film director creates a work of art, but cannot possibly offer an unemotional analysis and review like an objective art critic can.
Anyone who masters their discipline should of course be familiar with the fundamental requirements and conventions of their profession though, such as the different painting styles or the main components of a film script or stage play. However, creative work is above all about how a wordsmith uses sophisticated creative techniques and the power of their imagination to capture the spirit of the times and forge something new. What does this mean for multilingual copywriters?
Marketing translation as an art form
Like a skilled sculptor, a multilingual copywriter must be familiar with the fundamental forms of presentation to compose their clients’ content and messages. Press releases and newspaper articles have a set basic structure and certain basic stylistic rules must be observed, for example.
However, there are also other factors such as the client’s requirements and the recipients’ expectations. Which is why marketing translators are actually like a kind of commissioned artist. They have a clearly defined brief and a set target audience for whom they write on their client’s behalf.
Within this strategic framework, marketing translators enjoy relative freedom though. Their success largely depends on their individual creative powers as multilingual copywriters, who also require a certain amount of talent and feel for the language, along with the specific skills required of a constructive translator, a comprehensive repertoire of creative techniques and practical experience in their fields of specialisation.
Resourceful, well-trained multilingual copywriters with creative powers and translation skills are required here. Proficient wordsmiths commissioned to produce texts that are perfectly in tune with the times and recipients’ tastes and impart overtly positive messages that align with the company’s corporate identity and brand image.
Note: transcreation and creative translation = translation PLUS copywriting = multilingual communication for brand identity/sales
A brief review of the necessary work steps reveals how elaborate and multilayered the transcreation process is if it is planned strategically and impeccably executed. To recap: it is about conveying the feelings, messages, emotions and connotations of a foreign language from one culture into another. The work involves far more than merely creating advertising copy, which is itself a demanding task:
• Draft translation
• Further research
• Final checks
(Adapted from the workflow by Nina Sattler-Hovdar, copywriter and trainer for transcreation)
This workflow can naturally also be adjusted to suit the client and requirements profile. An adequate brief with a client questionnaire should be as much the standard as extensive research to thoroughly familiarise oneself with the client’s area of expertise. It would of course be a massive advantage if the translator were to already specialise in this field.
This is followed by brainstorming using different creative techniques, among others imparted during seminars. The subsequent consolidation involves taking a step back and considering the work thus far from the perspective of the target audience. This distance is key to be able to filter out the most favourable idea from all of the intuitive inspiration, which best fits with the overall concept, brand image, corporate identity and target audience. Allowing the copywriter to arrive at constructive solutions from which they can compose print-ready texts and adaptations.
The material must then undergo the requisite grammar and style checks. Only then is the text given one last polish before the final checks are conducted.
As a multilingual text coach for international clients, Thorsten Distler has been taking the game of his clients to the next level since 2003. The track record: several million words of hard-hitting copy.
Thorsten Distler Diplom-Übersetzer (BDÜ) EN|FR|DE
Phone +49 9270 349216
Mobile +49 151 22885868
Mail for press contact firstname.lastname@example.org
This release was published on openPR.
Permanent link to this press release:
Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.
You can edit or delete your press release Marketing: text type versus specialisation here
News-ID: 1345941 • Views: 299
More Releases from Thorsten Distler Creative Translations Sports and Games
Man vs. Machine
Machine translation systems: hard-working little helpers Machine translation systems and CAT tools both have their purposes, applications – and limitations. In the following sections, we will briefly explain the differences in addition to the possible uses of machine and machine-supported translation. The general rule of thumb is: the more creative, emotional, inspiring and fluid a text is, the less a computer can help. Machine translation (MT) So far, no robots have taken their place
More Releases for Mail
E-mail Encryption Market 2016-2024
E-mail Encryption Market: Overview The technology penetration among small and medium scale industries has increased the use of e-mail for sharing information amongst its employees and clients. These e-mails often carry confidential data which needs to be protected from manipulation and theft. E-mail encryption is a tool which helps organizations to protect their information from malicious programmers. The process, known as cryptography, is used to protect the e-mail in e-mail encryption.
Custom-made e-mail signatures
With the second release of ITWU Simple Signature, IT works unlimited (ITWU), a software company based in Paderborn, Germany, opens new possibilities for the management of e-mail signatures to their customers. Just like the previous version, the IBM Lotus Notes Domino based application serves to attach standardized signature templates including the sender’s personal contact information to business e-mails. But according to ITWU’s CEO Carl Goos, the new mutli-signature feature is
New SafeMail® New York Mail Screening Facility Enhances Mail Safety To Prevent …
Launch Combines SoBran’s Mail Safety Expertise with The Millennium Group’s Mail Distribution Services Speed and Precision NEW YORK and FAIRFAX, Virginia, September 19, 2011 – The Millennium Group and SoBran announce a state-of-the-art mail screening facility that will help keep Wall Street and all of the New York Metro Area business community safe from mail terrorism. The joint venture, SafeMail® New York, was established to respond to the FBI’s mail
121 Direct Mail Launches Redesigned Website
121 Direct Mail have officially launched their redesigned website at http://www.121directmail.co.uk. 121 Direct Mail are a well established and respected mailing house that provide professional and efficient direct mail services throughout the UK, Europe and Worldwide. With over 20 years experience 121 Direct Mail offer cost effective and quality enriched direct mail solutions that are tailored to meet individual requirements and business objectives. 121 Direct Mail are a Bronze
Plunet BusinessManager integrates Outlook E-mail Client
Communication is everything. With the full integration of Outlook Webaccess, Plunet now offers all of the advantages of Outlook for all customers on the Plunet BusinessManager platform. And the best bit: the highly dynamic e-mail client is directly linked to the outstanding document management features of Plunet via an intelligent high-end interface. In this way, automated and project-specific document filing including a complete contact and project history is guaranteed at
Call for Mail Art
Artists from around the world are invited to send mail art* on the theme Global Warming: A Hot Time in the Old Town! Pieces should be no larger than 8” x 10” (inches) and received by May 15th. All work received will be exhibited from May 24th to June 22nd. A reception will be held on June 14th for Sacramento’s 2nd Saturday festivities, during which many galleries