Advertising translation is always a challenge for translators. Language is a product of culture. What applies in the English-speaking world may not also be effective in the Chinese-speaking regions. This is why businesses hire translation professionals to carry out their advertising translation projects. But the problem is... how to choose the right advertising translator?
Live Experience in the English-speaking countries
All we know that there are many metaphors in advertising and this is a key to success. However, if your translator is not familiar with the culture of the source language, the message of your advertising copies may probably be lost in translation. This is the most common reason why there are so many "funny" Chinese translations of English copies and slogan. Not that the translators cannot write fluently in Chinese, but they most likely failed in the process of "understanding" and thus cannot create a good Chinese counterpart of the well-written English copies, no matter how well they can write.
Always Hire a Native In-country Translator
If your translation does not talk to your audience in their language and ways, everything is in vain. Worse, it is likely to give your potential customers a poor impression. Therefore, always hire a native in-country translator. Especially during the era of information explosion in China, there are new-born Chinese language and culture every day, both online and offline. Your translators should not be just local speakers, but locals who always keep themselves updated and open-minded.
A Translator Who Can Sell with Their Words
Besides fresh minds and creativity, the value of successful copywriters lies in their ability to sell with their words. So do advertising translators. In addition to delivering the message of your copies, advertising translators' task is to promote your products or deliver your brand to your target audience... with their words. Many translators do a great job in translation but not many of them can sell. Choose a translator with advertising and copywriting experience in your target market.
Ask Questions and Analyze
This is one of the ways to check advertising translators' ability. Visit their websites and see if they are logically structured and well-organized. How do they work? Do they really speak like a marketer? Trust your instinct. If they cannot sell you, it is also likely that they cannot sell your target audience either. Also ask them questions and analyze how they get back to you. Shortlist those who ask relevant questions.
Translation Test
Many translators offer translation test at a low price. You may select a short paragraph, send it to them as a test and brief them your requirement. The qualified translator should provide a translation that fits the context and your requirement. Of course, let the winner know why he/she won the match, which part fit your style and which part needs amendments. The point is... it is risky-free and low-cost. And it can help you to find a translator that matches with you well and you will save much money and time from finding another in the future.
It is always take little time to choose a long-time partner. But your research will not be in vain because it is always followed by results.
Cynthia Ho is a English to Chinese Creative Translator who provides a series of services for advertising and marketing professionals, such as translation, transcreation, website localisation, etc. Visit http://cynthiaho.com for details.
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