Translating marketing material – an art full of pitfalls
Translation of marketing texts is about much more than simply translating a text – there are pitfalls to be aware of. Read more about this and how to avoid the pitfalls.
Translation is a profession that requires experts who are able to recognise the many pitfalls that texts can present. Legal and financial texts have their pitfalls, fiction has its own hazards.
This is also true of marketing texts. In essence, it’s not really about translation in the usual sense – it’s more about copywriting based on the text (transcreation) and tailoring texts to suit the local market. This requires a deep understanding of both cultural and linguistic nuances alongside a feel for how sales texts are received and perceived by the target group in the country where the language is spoken.
We can illustrate this by comparing two neighbouring countries – Sweden and Finland. We can see that there are certain differences in their views on:
- tonality
- forms of address
- humour
- emotions versus facts
Tonality in Swedish and Finnish marketing
Swedish marketing is often presented in an informal and friendly way – there’s a light-hearted feel to the text. You’re like a bit of a friend to your potential customers.
If this is translated straight into Finnish, there’s a risk that your text will be perceived as impertinent or disrespectful. Finnish readers value clarity. Using language that is more formal is perceived as being respectful to the reader and a mark of professionalism.
Managing tone and style in a translation requires a particular level of sensitivity.
Forms of address – a marketing minefield
In Swedish marketing it is standard practice to address the customer and even the company as “you”. It’s a friendly way of establishing personal contact with customers. The only time we deviate from this principle is when we address the royal family.
In Finland things are not quite so clear. A more detached and professional tone is expected. In order to create a respectful tone, it’s sometimes better to talk about “the customer” or “the company”.
What Swedes perceive as being warm and friendly can be perceived as over-familiar and rude in Finland.
Humour in marketing – a cultural conundrum
In Sweden, using humour in marketing can attract customers and create an informal feeling. It can lighten the atmosphere and draw the customer in, in a relaxed, informal manner. Using the same approach in Finland can lead to misunderstandings. It can, in certain circumstances, be seen as unprofessional if a company uses irony and jokes in its marketing texts.
This doesn’t mean that humour is less valued in Finland – more that the Finns have a different view on when, where and how it should be used.
Translating marketing texts that contain humour and irony is a tricky task that requires careful thought. The line between success and failure can be very thin.
Selling with emotions or facts?
In Sweden we often focus on the emotional reasons why people might want to buy a particular product or service – which means the language we use also focuses on emotions. In Finland, however, marketing needs to concentrate on the facts and objectivity.
If a text contains a lot of emotional sales arguments, then the translator – or transcreator – must consider replacing the emotion with sales arguments based on compelling facts or at least tone down the emotion a touch.
Translations influence sales
Direct or AI-generated translations carry risks. They can create misunderstandings and cause readers to lose confidence in you. You risk losing potential customers.
This is true of all types of translations, but is particularly relevant to marketing texts.
Assessing the quality of a translation can be difficult if you don’t speak the language yourself. That is why it is even more important to employ a professional translation agency. It means you can be confident that an experienced project manager will take care of your assignment and select a translator with the right skill set – someone who, for example, is aware of cultural differences and has a feel for using the right language to avoid things like the pitfalls mentioned.
Novoterm offers translation of marketing material into more than 40 languages. We always make sure we match your needs with the right translator.
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Novoterm is a highly regarded translation agency that was established in 1996. We offer language services in more than 40 languages provided by translators and proofreaders who understand your industry – we listen, we understand, we translate.