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Advertising and selling texts

Translations of advertising and copy must either be a concept recreation or fresh copy-writing. It is basically impossible to translate advertising or selling texts without adapting them to the new language and culture.

This means that the new text will not necessarily look exactly like the original. It must send the same message, but do it in a way that the new reader can accept. This is one of the reasons Transförlag prefers to use translators in the target country and why we always request direct contact with those dealers and distributors who will do the actual selling there.

The re-creation of an existing text in a new context often requires discussions between the customer and the translator, preferably just with the customer’s contacts in the target country. That way we can ensure that the language and the message becomes exactly what will be useable in the target country, offending no-one and enthusing everyone.

Such readers buy products.