Different experts such as marketers, designers, analysts are working on the creation of a bright brand. Translators join this business process now of launch to another local market.

 

The slogan is a call and the motto that is understandable to the audience and memorable. It is one of the powerful advertising tools. "Transcreation" is used to make it understandable to the target audience to which it addresses. This term denotes to not just a translation, but to a newly created phrase, in the sense and sound of which the main features of the life and worldview of the citizens of the buyer country are taken into account.

 

This complex process is requiring deep knowledge of the two languages, customs and behavioral characteristics of the buyer and rarely takes several minutes, despite its seeming simplicity. As a rule, the translator tries (and offers the customer) a number of variations, among which the one appropriate is being selected.

 

It is rarely possible to translate the slogan literally. There is a very revealing example: the slogan of the legendary Jameson whiskey sounds in the original: "Jameson - the Spirit of Ireland", and in Russian, it does not sound so polysemantic. Simply because the word "spirit" in English means "spirit", and in Russian it has an association with the word "alcohol" and "alcoholic drink".

 

Of course, it happens that the slogans are being translated literally. The text phrase M&M's "Melt in your mouth, not in your hand" became a textbook example. There are international corporations that refuse to translate their slogans. In addition, such marketing calls are widely known: "Nike. Just do it!" or "Volkswagen. Das Auto."

 

Is it worth imitating such examples? The answer of specialists is unambiguous: the slogan needs to be translated. According to the results of Common Sense Advisory Inc. even perfectly speaking foreign language buyers 4.5 times more willing to purchase the goods if goods would be accompanied by localized materials.

 

Well, good luck to everyone who are entering foreign market, just one advice is to choose the translator who knows how to make high-quality transcreations. For example, contact TAT CENTER!