Lost In Translation—Is Your Advertising Message Well Received With Other Communities?
The global economy allows us to communicate with people from all over the world. The fast paced world of multimedia and marketing makes it easier to reach audience with a diverse ethnic background.
Role of Advertising
Advertising is a part of the bigger marketing world that is programmed to sell the business products and services.
Mediums like television, radio, internet and print advertising are used to reach customers from all backgrounds and communities. However, it is important to advertise keeping in mind the vast and varied audience.
The U.S. is a diverse country with multiple ethnicities living together. The language barrier is still present; not everyone in the U.S. speaks fluent English. The Hispanic population is the second largest ethnic group with a population amounting to 57.5 million people that speak the Spanish language.
For business to grow and prosper in the U.S., they need to target their second largest customer base by keeping in mind the importance of representation.
Let’s look at the importance of translation in the world of advertising to reach across varied communities.
The World of Literal Translations…
Languages are a complicated mix of dialects, connotations and slang that depend on the context of the situation. The advertisement would be futile and least impactful without a proper translation.
Automatic translators don’t always capture the true essence of the message and instead give very literal translations.
According to reports from 2017, there are more than 53,000 people working in the translation services in the US. It is important to hire local translators that have a command on both languages and are aware of the cultural nuances of the language.
Translations involve more than just the words mentioned in the script. In the world of marketing and media—where idioms, expressions and words hold multiple meanings—translating becomes tricky.
It is not just about the words. It’s about the message and the response it induces in the audience. It is about the graphic and pictorial representation of the language. An advertisement that stars an ethic actor speaking their local language will resonate more with the local communities.
The colors, sets, lights, tones and imagination of advertisement will have an effect on how the translated advert will be received by the local community. It is important to steer clear of all stereotypes and cultural appropriation in media and marketing.
You can’t expect to impress ethnic communities by translating advertisements into their local languages and waiting for sales to increase. That’s not how the world works.
Advertising is not a cut throat, mechanical strategy approach. You will need to be culturally sensitive to the different ethnicities, their background and history.
Respect the culture and values of the local communities and go the extra mile with translated advertising campaigns.
Select the best Hispanic advertising agency in the US to help your business reach the local Latino community. Contact us for marketing strategies and creative advertising ideas to target the multicultural world.
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