It is its own field, often related in the same project to other types of translation. Indeed, in the majority of cases the purpose of translating the documentation about a product, whether it be for example technical, financial, tourist or food and agriculture, is its commercialization. To this end it is crucial that the translated message not only has the same effect as the original, but that is also adapts perfectly to the linguistic uses and expressions of the country in which the product is going to be introduced.
At Adtrad, we are aware of the inherent commercial objectives of internationalizing a product and we have made “personalization” one of our fundamental challenges. In our profession, personalizing means giving or maintaining identity through language. It is about, as its name indicates, giving personality to a product, or otherwise strengthening or consolidating the distinctive character of an insignia, a brand.
Like in literature, advertising translation is above all a craft, if not to say an art, and essentially requires a certain innate ability. It is a discipline whose efficiency is based on avoiding repetitions, clichés and standardized formulas, and in always aspiring to originality in its simplest form. It is, most certainly, a question of talent mastered by a very limited number of translation professionals.