Market Specialists Not Forgotten by Translators on Advertiser’s Day

On 28 October, the Day of Advertising Employees, the translation company Exprimo created a selection of related items entitled “Translation: Look out!", in which it spoke about interesting translations of advertising texts and, in doing so, opened a month of discounts for advertising employees and market specialists. PR specialists had a separate gift in store for them.

23 October is the day when the Day of Advertising Employees is traditionally celebrated. The advertising services market has had an international dimension for a long time, and translation is therefore not infrequently required. There was a time when translators of advertising texts did not account for the particular features of the national culture of the country for whose residents the translated material was intended. When a translation did not undergo “intercultural adaptation", the ideas of the advertisers experienced some amusing conceptual changes. They also found their place in Exprimo’s special feature “Translation: Look out!”

In addition to offering an interesting present in the form of its “Translation: Look out!” feature, on Advertiser’s Day the company Exprimo opened a month of discounts for advertising specialists. From 23 October to 23 November advertising employees shall be primarily copywriters, designers and art directors, but also account managers, managers responsible for clients, media planners, consultants and, of course, department chiefs and advertising agency directors. As per the numerous requests from Exprimo’s clients, the discount also extends to analysts, market specialists and marketers – the advertising rearguard.

On the occasion of the professional holiday for PR specialists (28 July), Exprimo plans to issue a compilation of advice, which will be useful to professional communicators in intercultural business. The working title of the compilation is “Intercultural PRovider”.

Dmitry Beloshapkin (Exprimo General Director): “The translation of advertising texts and other materials, including graphics, into a foreign language is more than translation. At the very least it is localization, while at the other extreme it is true cultural adaptation. It requires not just knowledge of your native language and that of the country you are translating for – but also its cultural peculiarities and traditions. This is difficult for a fledgling translator, but easy for us. Since we employ people in possession of at least two higher degrees – linguistic and specialist.

When presenting gifts to advertisers and market specialists, one simply cannot ignore PR specialists. It is perhaps the most important link in the modern communication process under the conditions of globalization”.

The most famous examples from the “Translation: Look out!” feature are related to the Chinese language. The first translation of the name “Coca-Cola” sounded like “kekon-ke-la” and meant “bite a wax tadpole”. It was subsequently retranslated as “Happiness in the mouth”. The company Pepsi translated literally its slogan “Live with generation Pepsi”, which meant “Pepsi will force your ancestors to arise from the grave”. You can become familiar with the entire “Translation: Look out!” feature in the Exprimo company blog. The compilation “Intercultural PRovider” will be published in the form of a convenient notebook.

INFORMATION
The international translation company Exprimo was founded in 2006. The company is presently the official translator for Russia’s First Presidency of the Committee of Ministers of the Council of Europe. Exprimo employees have taken part in all the major translating and interpreting projects of 2006, including translation support for Russia’s G8 presidency.

Numbers for receiving discounts (495) 740-40-69; 201-91-66.

Company site http://www.ex-primo.com
Company blog “Day after day – ExpriMORE!” http://exprimo.livejournal.com