Translation

Advertising does not work globally

Russian Communications is increasingly undertaking 'cultural translation' work, where sales and marketing literature, slogans and campaigns need to be adapted for the target market.

Russian advertising is quite different from Western advertising - in ways that even the best advertising agency can fail to understand without local, native, informed input. Russian Communications' Moscow office provides this through a team of fourteen people.

Advertising simply does not work globally. Scrutiny of even the simplest promotional text by a native speaker will often reveal that alteration is required in order to make the sales message effective.

A further example of added value lies in the fact that Russian Communications' Managing Director, David Petherick has extensive experience as a copywriter for advertising and marketing companies. This expertise is available to all clients as a matter of course. Again, Russian Communications add value to their work.

Parker, the pen manufacturers, misspelled the Spanish verb embarazar in their translation of

"It won't leak in your pocket and embarrass you"

They embarrassed themselves with the slogan

"It won't leak in your pocket and make you pregnant"

[Further bad translations in advertising]

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