Advertising and communication

Social networks / press releases / websites / catalogues / editorial columns / PR & marketing / press campaigns

This specialist area brings together a variety of texts that serve to advertise products, companies, events or websites. These are texts featuring carefully chosen terminology and style, the purpose of which is to make a significant impact on the recipient.

This area includes long, complex texts such as press kits or catalogues but also very short texts such as slogans, titles or plays on words, which play a crucial role in communication and in the image of a brand or product.

Translating advertising means drawing up a text and adapting it to the specific cultural reality of the country it is intended for, so that the message has the desired effect on the public. Very often a phrase, a claim or an expression that in one language sounds effective or amusing, in another language may result as meaningless, difficult to understand or even vulgar.

The solution in this case is to use
transcreation, which involves rewriting copy in a foreign language adapting it to the target culture. Creative translation may result in expressions that are very different from the original, yet perfectly appropriate, meaningful and effective in conveying the original concept.

This service allows the customer to consider various translation options (e.g. in the case of headlines, pay-offs, etc.) and then choose the one most suited to the local culture and that most successfully conveys the meaning of the original message.