{"id":113868,"date":"2016-11-18T08:40:25","date_gmt":"2016-11-18T08:40:25","guid":{"rendered":"https:\/\/www.trustedtranslations.com\/?p=113868"},"modified":"2023-01-26T12:58:29","modified_gmt":"2023-01-26T15:58:29","slug":"redaccion-publicitaria-semillero-horrores-traduccion","status":"publish","type":"blog","link":"https:\/\/www.trustedtranslations.com\/es\/blog\/redaccion-publicitaria-semillero-horrores-traduccion","title":{"rendered":"Redacci\u00f3n publicitaria: un semillero de horrores de traducci\u00f3n"},"content":{"rendered":"

Redactar un texto publicitario exitoso en la propia lengua ya es bastante dif\u00edcil de por s\u00ed.<\/p>\n

La primera complicaci\u00f3n es combinar la mentalidad comercial con la creativa. Los estereotipos nos ense\u00f1an que los empleados del \u00e1rea comercial tienen los pies en la tierra y son pr\u00e1cticos, saben qu\u00e9 funciona y qu\u00e9 est\u00e1 de moda, quieren resultados, \u00a1y los quieren para ayer! Y este tipo de impulso resultadista se estrella con el que suele ser el estereotipo de los creativos: hipsters<\/em> c\u00ednicos y taciturnos que preferir\u00edan estar escribiendo los grafitis de la pr\u00f3xima revoluci\u00f3n.<\/p>\n

Una vez superada esa lucha, es probable que se termine con una frase cargada de referencias culturales y jerga regional. Lo que suena bien en Detroit, puede sonar tonto en South Shields, y absolutamente rid\u00edculo en Dortmund.<\/p>\n

Tomemos, por ejemplo, la forma en que las empresas estadounidenses siempre afirman ser sus productos, como en Toys R Us<\/em>\u00a0(\u00abLos juguetes somos nosotros\u00bb). Eso suena bien en ingl\u00e9s, pero usar un complemento directo en publicidad en otros idiomas puede sonar tan rid\u00edculo como John F. Kennedy dici\u00e9ndole al pueblo alem\u00e1n que \u00e9l era, de hecho, no un hombre, sino m\u00e1s bien una dona rellena de mermelada: \u00abIch bin ein Berliner\u00bb. Una panader\u00eda que diga ser una berlinesa suena igual de rid\u00edculo a un alem\u00e1n.<\/p>\n

Por desgracia, no puedo pensar en un ejemplo de texto publicitario que tenga un atractivo universal. Shakespeare fue traducido a casi todos los idiomas y tambi\u00e9n lo fue El Principito. Ambas obras son estimadas en todo el mundo. \u00bfEs posible lograr lo mismo pero en versi\u00f3n peque\u00f1a?<\/p>\n

Creo que el mejor ejemplo de c\u00f3mo el buen gusto puede ser universal se encuentra en la pel\u00edcula \u00abEl fest\u00edn de Babette\u00bb, en la que una extravagante mujer francesa convence a una comunidad n\u00f3rdica puritana de probar un banquete de alta cocina francesa. Todo el mundo est\u00e1 en \u00e9xtasis despu\u00e9s de la comida, aunque necesitaron que se los convenza en un principio. Lo que ella tuvo que hacer para ganar su confianza fue vivir entre ellos y adoptar algunas de sus formas de vida.<\/p>\n

Si aplicamos el mismo concepto a la localizaci\u00f3n, pronto nos daremos cuenta de que no es suficiente pasar un eslogan, no importa qu\u00e9 tan efectivo pueda ser, de un idioma a otro, como se hace con una traducci\u00f3n com\u00fan. Esa frase tiene que vivir dentro de una lengua y cultura espec\u00edfica con el fin de aprender lo que motiva a sus hablantes. Este proceso se llama \u00abtranscreaci\u00f3n\u00bb, algo que ya hemos mencionado en este blog. Pueden leer esa entrada haciendo clic aqu\u00ed<\/strong><\/a>.<\/p>\n

Las agencias de traducci\u00f3n no solo son clave para la comunicaci\u00f3n entre distintas lenguas, sino que tambi\u00e9n pueden proporcionar el conocimiento local necesario para que la redacci\u00f3n publicitaria funcione en cualquier lugar. Por supuesto, los costos son diferentes a la traducci\u00f3n simple, ya que este es un proceso que implica m\u00e1s tiempo y recursos. Nuestra agencia explica la diferencia aqu\u00ed<\/a><\/strong>.<\/p>\n

En cualquier caso, van a encontrar algunas marcas globales que optan por utilizar sus textos publicitarios en ingl\u00e9s en todo el mundo. Este hecho puede ser la forma m\u00e1s eficaz para ellos de hacer publicidad. Otros pueden optar por un servicio sencillo: traducir el significado de su texto, prestando poca atenci\u00f3n a su eficacia en la comercializaci\u00f3n. Y otros pueden finalmente elegir la transcreaci\u00f3n: crear una imagen nueva hecha a medida para un mercado espec\u00edfico.<\/p>\n

Cualquiera sea su elecci\u00f3n, lo m\u00e1s importante es que las empresas tengan una idea clara de lo que desean hacer con sus textos publicitarios. Aqu\u00ed, en Trusted Translations<\/em><\/em>, estaremos dispuestos a compartir nuestros consejos profesionales.<\/p>\n","protected":false},"excerpt":{"rendered":"Redactar un texto publicitario exitoso en la propia lengua ya es bastante dif\u00edcil de por s\u00ed. La primera complicaci\u00f3n es combinar la mentalidad comercial con la creativa. Los estereotipos nos\u2026\n","protected":false},"author":72,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12706,8893],"tags":[9314,9360,9361,9362],"class_list":["post-113868","blog","type-blog","status-publish","format-standard","hentry","category-for-translation-buyers","category-para-traductores","tag-publicidad","tag-redaccion-publicitaria","tag-textos-publicitarios","tag-transcreacion"],"yoast_head":"\nRedacci\u00f3n publicitaria: un semillero de horrores de traducci\u00f3n - Trusted Translations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.trustedtranslations.com\/es\/blog\/redaccion-publicitaria-semillero-horrores-traduccion\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redacci\u00f3n publicitaria: un semillero de horrores de traducci\u00f3n - Trusted Translations\" \/>\n<meta property=\"og:description\" content=\"Redactar un texto publicitario exitoso en la propia lengua ya es bastante dif\u00edcil de por s\u00ed. 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