3 chapter. I peculiarities of translation of advertising and presentation materials

The aim of the course paper: It is meaningless to translate an advertisement without understanding the purpose of the advertisement text. The finished text of the translation should meet the same goal as the original text - to form a loyal attitude to the advertised product. A direct translation does not always serve this purpose. Therefore, the translator is required to understand the specific features of advertising texts.
The practical value of the course pape: A translator of advertising texts does not need to learn the basics of advertising, but it can be an advantage. Knowing the laws and techniques of advertising increases the possibility of creating a high-quality translation when the translator is required not only to translate himself, but also to engage in creative work. In the future, the translator can make advertising translation his specialty, and use his knowledge and skills in the field of advertising as an advantage when offering his services to employers.

CHAPTER.I Peculiarities of translation of advertising and presentation materials
1.1. Translation of advertising texts in foreign languages
As you know, serious companies operating both abroad and in our country rely on impeccability. Nothing impresses a client like high-quality, tastefully designed presentation materials. It is the elegant design of an advertising product that is pleasant to hold in your hands that determines the attitude of potential customers or business partners. Realizing this, Western specialists strive to create exquisite catalogues, stylish brochures, and original booklets. The image of the company directly depends on how advertising printing is perceived.
When creating effective (and effective) print advertising, specialists adhere to the following important principles: harmony of form and content - graphics and text, visual diversity and fidelity to the corporate style, tactile performance excellence, advanced printing technologies.
Of course, when a customer contacts a printing house to print one-on-one promotional materials, the issue of corporate style is usually already resolved, professional designers and advertising specialists have already worked hard to create a layout. As for the printing of catalogs and other materials, even the most demanding client will surely find a printing house according to their needs, and, in the end, will be satisfied with both the form of advertising materials and their execution. Embossing, metallization, lamination, special coating technologies, application of complex images with the highest precision, in a word, the perfect embodiment of any most daring ideas... Such printed materials are not just pleasant to hold in your hands. They are the materialization of what is usually called the image or "spirit" of the company. Difficulties may arise in regard to the first and most important requirement for print advertising. It's all about the advertising text, which is translated from any foreign language into Russian. The harmony of form and content in this case can be unprofessionally violated. Visually, at first glance - presentation materials seem to be made flawlessly. But a deeper study reveals numerous grammatical, punctuation, spelling, stylistic and other errors. And instantly the reader's impression changes in a negative direction. Perhaps you have never thought about it, but the preparation of the text for the translation of advertising and presentation materials is a very complex and painstaking task, which is carried out by the relevant specialists. Advertising texts cannot be translated "one to one". Moreover, when translated literally into Russian, many spectacular Western slogans lose all their charm. Behind every phrase in promotional products is a concept. To adapt it for the Russian-speaking consumer, we need the services of a professional marketing linguist. Translators and editors who specialize in working with advertising materials are well versed in the intricacies of consumer perception of a particular text. These are experts who, over the years of practice in the advertising business, have collected unique experience. It would seem that today finding a translator or a translation agency is not a difficult task. But the fact is that advertising and presentation materials lose their attractiveness if a linguist works with the text without knowledge of the theory and practice of effective advertising campaigns. In order for a marketing message created in one culture to work effectively in another, it is not enough just to “translate the text into Russian”, which any linguist can handle. For advertising to work, the content of catalogs, brochures, brochures must be as perfect as the form. Only thanks to the work of highly qualified linguists can a balance be achieved between these components. If, when ordering printed materials, the translation text was not checked by experts, the advertising message can create the most unfavorable impression about the product. Unfortunately, there are many examples of unsuccessful translation that determined the fate of brands. Even in such a responsible area of the global advertising business as naming, there were “translation blunders”. But the principle of "how do you call the boat ..." in advertising works absolutely flawlessly. Suffice it to recall the infamous Swedish chocolate "Plopp" (in English-speaking countries, the name is perceived as "splash" or "bunch"). Failure befell, for example, the Bacardi brand. The Pavian drink, due to the incorrect name, of course, was not in demand in Germany and Russia. It's all the fault of the association with "baboons", which the French did not expect, because their name is translated as "chic". Ignorance of cultural differences was the reason for commercial failure. Only a product whose advertising was translated by professional advertising translators is insured against such an outcome. It should be noted that understanding the specifics of the audience, combined with high-class knowledge of foreign languages and experience in marketing, is the key to complete success among consumers residents.
Where to turn if you need a really high-quality translation of advertising or presentation materials?.. We invite you to the Moscow translation agency "Navigator", whose specialists have unique experience working with large international companies and have a deep knowledge of the linguistic features of the perception of advertising texts. Thanks to this, the translated materials look as if they were originally written for the appropriate target audience. No company can win trust in the Russian market if it does not build adequate marketing communication. Today, Navigator professionals have significant experience in creating exquisite selling text and are ready to share some of the secrets of translation practice. Before starting the layout of the Russian-language advertising text, you need to: Make sure the translation is grammatically correct. It must be borne in mind that any mistake, even the most seemingly insignificant one, is perceived by the audience as an absolute sign of incompetence. Completely exclude ridiculous borrowings from the original language. In the translated text, all terms should be familiar to the consumer. Ensure that promotional materials are consistent with the style of the company as a whole. Consistency and following a certain trend in how the image of the company is maintained is the key to easy perception of print advertising and presentation materials. The text of leaflets, brochures, catalogs is, without exaggeration, the face of the company. Before perfecting the “form”, it is necessary with the help of competent specialists to create the ideal “content”, that is, the text. A certain perfectionism, the desire to make the message impeccable, as effective as possible, stylish, original - this is what distinguishes the specialists of our translation agency. They develop the text of any printed advertising in close cooperation with the customer. Thanks to their experience and professionalism, real works of art are born. Therefore, advertising and presentation materials translated and printed in the Navigator always effectively fulfill their purpose and are highly valued in the market.
The identification and study of the cultural and linguistic features of advertising, as well as finding a method for translating advertising texts into foreign languages, requires close attention from scientists. This is due to the fact that recently advertising texts have acquired the status of one of the main means of intercultural communication in connection with economic processes [6]. The main criterion for understanding the characteristics of the advertising sublanguage is the ability to correctly perceive and adequately translate advertising texts and brand names. As you know, there are several basic approaches to understanding translation equivalence. First, the concept of formal correspondence, when everything that can be transferred is transferred, up to the structure of the source text. This principle applies only to the transcription or transliteration of brand names, not to the translation of slogans. Secondly, the concept of normative-substantive compliance, when equivalence appears as a balance of accurate transfer of elements of the content of the source text and compliance with the norms of the target language. For advertising texts, the normativity of language means is desirable, but is not a super task. Therefore, the more fully the translation conveys the “emotional message” embedded in the text by the creator of the advertisement, the more qualitative it can be considered. This task is most effectively performed by the translation of an advertising message in accordance with the concept of dynamic (or functional) equivalence. The concept of dynamic equivalence was introduced into linguistics by the American scientist Y. Naida, who proposed to establish the usefulness of a translation not by comparing the source text with the target text, but by comparing the reaction of the recipient of the translated text and the recipient of the text in the source language [2]. Advertising is one of the most effective means of mass communication cations. The affinity of advertising with mass media texts is determined by their common functions, since in both cases the main purpose of the message is to influence the addressee. However, the ways of transmitting an advertising message, their subject matter, composition, strategies, as well as the ability of advertising to combine many other types of literature (oral and written messages, letters, documents, newspaper and magazine articles, informatics texts) turn advertising into a special form of mass communication. Any advertising text should be considered in translation primarily from the point of view of its communicative value. The strength of the impact, expression, the ability to cause a strictly defined response in the recipient will be signs of the correct transmission of the text in the target language. An advertising translator should consider any text of this kind not as a goal, but as a means of communication between a producer and a potential consumer. Translating a brand name, at first glance, may seem like the least problematic task. There are generally accepted methods of transcription and transliteration of foreign words (although the second method is rarely used at the present stage). However, one should not forget about such an important phenomenon as foreign language homonymy. A transcription of a foreign name may turn out to be a homonym of a vulgar, indecent or comical word in the target language. This can give a parodic, caricature character to a serious character or phenomenon [5]. This caveat is especially important for advertising texts. It is impossible to hope for the success of an advertising campaign if the name of a brand or an individual product will cause responses from native speakers of a particular language that the manufacturer did not rely on. It is possible that the consumer will have some positive associations with the product that the manufacturer did not count on. However, the opposite is more often the case.