The advertising translation is one of the types of translation that
requires more creativity from the translator. During the translation
of these texts there are many factors to consider, for example the
culture of the country that created the advertisement and the country
that will receive it, the audience who it is directed, the media
(radio, television, posters...) and if the text comes with an image
that is essential to advertise the product.
Many
advertisement campaigns are translated into different languages.
However many others remain in their original language, maybe because
they are clear enough for the audience or the translation eliminates the effect or the aspect that makes attractive the advertisement.
Now
I show you the example of two brands that haven't translated his
slogans:
In
the following videos of the cosmetics brand L'ORÉAL, they have
translated his famous slogan “Because you're worth”, in this case
into spanish Porque tú lo vales.
The
next picture is curious from the perspective of translation (it is possible too, that this text had something to do with the first sentence of the famous Queen song, Bohemian Rhapsody):
At
first, the text should not suppose any translation problem, because
we could translate it into spanish ¿Esto es la vida real o es una
fantasía? This phrase would work well, because the word "fantasy" contains the word “fanta”, the name of
the brand. But, what about the picture? In English it is played with
the word "fantasy" and image of the "sea".
Into
spanish, we can translate it literally ¿Esto es la vida real o
un mar de fanta? But with this option, we lost the original
connection between real life and fantasy that gives the message and
the advertising wouldn't produce the effect that initially had.
What
do you say? Can you think of any solution for this translation
problem?
