Marketing Translation

The effectiveness of a marketing campaign depends on the favourable combination of all its components. However, it is the text that plays a decisive role in this. Thanks to the text, the key marketing idea becomes real, or, in other words, starts to work.

Marketing materials include advertising slogans, videos, presentations, flyers, brochures and other materials.

Currently, there are a lot of international companies present in the Kazakhstan market, as well as domestic companies entering the global market, and each of them is engaged in a specific type of advertising activity. Many of them face problems related to translation and adaptation of marketing materials. The relevance of the translated marketing text depends not only on the accuracy of the translation, but also, on the accurate rendering of the emotional content. The translator’s main task when working with marketing material is to create a text that has the same effect on the target audience as the original text does. The text should be expressive, emotional, and take into account the national and social characteristics and behavioural patterns of the target audience.

When working with marketing texts, the translator must have an excellent knowledge of the subject matter, respect the purpose of the text, the characteristics of the consumer to whom the advertisement is directed, and understand what emotions the author intended to evoke. It is necessary to understand the nature of the original text and reproduce it as closely as possible in the translation. If advertising messages are translated without taking these factors into account, the purpose of the message - to increase the brand awareness and, consequently, sales - will not be achieved.