{"id":4161,"date":"2023-07-19T14:43:53","date_gmt":"2023-07-19T14:43:53","guid":{"rendered":"https:\/\/fasttxt.es\/en\/?p=4161"},"modified":"2024-10-24T15:24:36","modified_gmt":"2024-10-24T15:24:36","slug":"advertising-translation","status":"publish","type":"post","link":"https:\/\/fasttxt.es\/en\/blog\/advertising-translation","title":{"rendered":"Advertising translation"},"content":{"rendered":"\t\t
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Today, the close relationship between translation and advertising is evident, which has led to a certain consensus on considering advertising translation as its own specialty. In this regard, it is striking how both advertising and its language have aroused considerable interest among many specialists in the field of translation, both because of the challenging nature of the advertising language itself and because of the problems of translation practices that arise when translating a particular advertisement or advertising text. Thus, in this short article we will analyze some specific aspects of advertising and the advertising language related to the translation activity.<\/p>

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The first element to take into account is the definition of advertising itself. Advertising, as a communication tool, is responsible for disseminating a message -generally of a commercial nature- to attract potential buyers or users to a specific product or service. In this sense, it is important to distinguish between advertising and marketing: while the latter is defined as an iterative process that encompasses the totality of a comprehensive plan designed to create a specific image of a brand or product, advertising is defined as a single action that is integrated into the final part of marketing, i.e. promotion. Marketing, therefore, is conceived as a long-term strategy, and advertising is an activity that seeks an immediate result. Having made this distinction, there is no doubt that advertising is defined on the basis of a basic communicative function, that of provoking a certain attitude in the receiver so that they purchase a product or wish to make use of a certain service. Therefore, if the persuasive or appealing function is the basic characteristic that defines advertising, we can deduce that advertising is a communication process between the sender (advertiser, publicist, translator) and the receiver (target audience).<\/p>

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In this regard, it should be pointed out that on many occasions the translating activity is made difficult because in advertising language the function that should always predominate is persuasive. Therefore, the most important element to be taken into account is the reaction of the recipient, which is achieved through the suggestive and evocative nature of advertising. Thus, the main objective of advertising translation is not only to communicate, to transfer a series of contents from a source language to a target language, but the translator must also try to produce the same effect in the target language as in the source language, taking cultural aspects into account. Thus, in an advertising text, two main functions can be distinguished: the informative and the emotional. While the first is limited to offering data about a certain product in an objective and formal manner, the second is one that aims to generate emotions in the customer to capture their attention and lead them to purchase a product or service.<\/p>

Therefore, since there are several elements that condition and determine the creation of an advertising text, the translator must cover different disciplines and methodologies for the correct performance of their work. Among them, we have highlighted the following:<\/p>