Translation of advertising texts
When translating advertising text, the main thing is to preserve the content or the "message". An important step is to find out whether the linguistic means and playful approach of the source language are transferable to the target language and can fulfil the same function there. Sentences and expressions can have a completely different meaning in the target language, which means that the advertising message can get lost.
For example, the slogan "Company Name... - on board" was developed for a leading manufacturer of placement machines. In terms of printed circuit boards, this pun on being "on board" is a brilliant message. This slogan can be adopted in countries where many customers are familiar with English. But if it were translated, the message would be completely lost.
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