Marketing and Public Relations translation requires a special set of skills very different from those of a technical, medical or legal translator. Marketing messages often play on the wishes and aspirations of the target market. The message is very culturally specific, full of metaphors, puns and plays on words. This requires the translator of understand the intent of the message as well as the meaning of the words.
It’s all fun and games unless it happens to you….
The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, ko-kou-ko-le, which can be loosely translated as "happiness in the mouth".
Then there is the infamous Chevrolet campaign in Mexico. Chevy introduced and marketed the Nova, obviously unaware that, “no va” translates to “it won’t go.”
Only translators with experience in marketing and public relations will be used to translate your message, ensuring brand integrity and cultural relevance.
We offer specialized translators in the following fields:
- Marketing
- Public Relations
- Advertising and Brand
- Multi-language Event Planning
- Packaging and Point of Sale
- Catalogues
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