Advertising translation

In advertising, more than in any other field, ensuring that the translated message is as potent and effective as the original involves much more than a literal translation of its words: it is essential to adapt the message to the culture of the country where it will be seen (i.e. to ‘localise’ it). A play on words or references to facts or people well known at national level can often lose their meaning once removed from their native cultural context: the translator therefore needs to be skilled in creating alternatives that respect the author’s intent and allow the message to reach its target as effectively as the original.

CTI supplies advertising translations (slogans, payoffs and promotional material) to the Press, Marketing and Public Relations offices of numerous companies and to advertising agencies, publishers and web agencies.