Advertising and Marketing

Texts related to advertisement and marketing are special due to their artistic qualities. These texts contain numerous hyperboles, epithets, metaphors, personifications, rhetorical questions, and pronouns. This is the reason why translators need to focus on being creative while not forgetting to keep the text concise and cohesive. In advertisement-related texts you can often encounter problems and their solution models – first, the problem is described, and then its solution or a great tool for solving it, is presented. It is incredibly important to make sure that the text sounds positive and optimistic – simple and convenient solutions create more positive connotations.

When you are writing, translating, or localizing a text, you need to keep it concise. The translation itself needs to be cohesive, precise, and have a clear structure. There cannot be any ambiguities or double meanings. Special attention should be paid to headings and slogans, as the opening phrases are the ones that first capture the client’s attention and keep them interested.

• These are the aspects that one should keep in mind when constructing, translating, or localizing the text:
• Where will it be used? (i.e., publications, radio, television, online)
• What is the relationship between the text and audio/video content? (i.e., colours, illustrations, font, tone)
• The cohesion of the text (consistency of terminology, epithets, slogans that were used).

The translation of the text that was prepared according to these criteria will be cohesive and attractive to the reader.