- Cultural Differences:
Each ad that is created for a particular audience cannot be suitable for a different community. The linguistic expert must be aware of the cultural differences between the source audience and the target audience. When they know the difference, they will be able to add the right cultural points in the advertisements.
- Idioms Change:
Idioms are not the same everywhere in the world. Sometimes, a phrase may even translate into something offensive in one part of the world. No matter how good an idiom looks in one ad, it cannot appear in the marketing content for a different audience. This is something the translator should be aware of.
- The Tone of the Brand:
Someone handling marketing translation should not only be good at translating but also know enough about copywriting to carry out the task properly. They must be aware of the tone of the brand. Some corporations go for a serious tone in all of their advertising content, while others opt for humorous language. The tone should not change even when the content goes from one language to the next. If the linguistic professional doesn’t know anything about copywriting, they won’t be able to incorporate the tone of the brand correctly in the text and, therefore, will fail to do an excellent job of translating marketing documents.
- No Rush:
When it comes to advertising content, there is no need to hurry up the process. By doing a quick job, there is a high chance that the linguistic expert will end up making many mistakes. They won’t be able to come up with exciting sentences for the final document. But marketing is all about engaging content. This is why there is no rush when it comes to this type of linguistic assistance. The expert handling your data must take all the time they need to come up with engaging material.
- Space Issues:
If banners and websites have already been created, the space issues must also be kept in mind during the process of linguistically changing the material created by the marketing department. Some languages take a lot more space than English. So, the end result must be in accordance with the space available.
- Humor Can Be Tricky:
A joke in one language may become something completely different in another tongue. Even if it sounds perfect during the ad, if it needs to be changed, there is no need to think twice about that. The audience may be able to get the joke in English, but if it means something impolite in their language, they will not be impressed.