{"id":115481,"date":"2011-01-26T16:41:51","date_gmt":"2011-01-26T16:41:51","guid":{"rendered":"https:\/\/www.trustedtranslations.com\/?p=115481"},"modified":"2022-02-10T18:30:20","modified_gmt":"2022-02-10T18:30:20","slug":"consideraciones-al-traducir-material-de-mercadeo","status":"publish","type":"blog","link":"https:\/\/www.trustedtranslations.com\/es\/blog\/consideraciones-al-traducir-material-de-mercadeo","title":{"rendered":"Consideraciones al traducir material de mercadeo"},"content":{"rendered":"<p>A los clientes que buscan traducir los contenidos creados para comunicar y promocionar sus productos y servicios suelo recomendarles contratar un servicio de \u00ab<strong>creative writing<\/strong>\u00ab. Les explico que se trata de un \u00abvalor agregado\u00bb para evitar una traducci\u00f3n literal y poder adaptar dicho contenido a la audiencia receptora del mensaje. De esta forma, nos aseguramos la \u00abtransmisi\u00f3n\u00bb del mismo en la forma m\u00e1s exacta posible, pero adaptado a la cultura de aquellos a los que buscan convencer de las bondades y beneficios de los productos que promocionan. En otras palabras, en realidad estamos ofreciendo un servicio de \u00ab<strong>localizaci\u00f3n<\/strong>\u00bb mucho mas completo que una mera \u00ab<strong>traducci\u00f3n<\/strong>\u00ab.<br \/>Sin embargo mi pregunta es: \u00bfno hay algo m\u00e1s b\u00e1sico y fundamental? La respuesta la he encontrado despu\u00e9s de revisar m\u00faltiples traducciones de material de mercadeo para los m\u00e1s variados productos y servicios. Un error com\u00fan que encuentro es debido al hecho de que el traductor no se coloca \u00aben los zapatos\u00bb de quien cre\u00f3 (desarroll\u00f3) dicho contenido.<br \/>La premisa fundamental es que no se es un \u00abmarketinero\u00bb eficaz sin las siguientes competencias: <em>positivismo, creatividad <\/em>e <em>idealismo<\/em>. F\u00edjense que primero de todo hablo de \u00abpositivismo\u00bb. Innumerables veces me he enfrentado con traducciones que expresan un negativismo ya sea impl\u00edcito (y mas oculto) o francamente expl\u00edcito (en el que se nota evidentemente una falta de atenci\u00f3n del traductor). Es obvio que lo mas tramposo es lo impl\u00edcito.<br \/>Muchas veces uno se da cuenta de cierta negatividad al releer la traducci\u00f3n, en general dentro de un contexto mucho m\u00e1s amplio de lo que trasluce en un simple segmento (\u00a1bendita la hora en que desarrollamos las herramientas de software e institucionalizamos la \u00absegmentaci\u00f3n\u00bb como un beneficio para acu\u00f1ar memorias de traducci\u00f3n!).<br \/>Paso a mostrarles un ejemplo: \u00abAlthough O.C., Inc. is best known for the Splash, the Tricky Stone\u00ae is its longest running success\u00bb. Esto fue originalmente traducido como: \u00abAunque O.C., Inc. es conocida principalmente por el Splash, el Tricky Stone\u00ae es el que ha tenido un \u00e9xito m\u00e1s duradero.\u00bb Al mencionar otros productos dentro del mismo cat\u00e1logo, pareciera que O.C., Inc.\u00a0 se especializa en hacer productos que pueden ser exitosos, pero que tienen un corto ciclo de vida en el mercado; y que el \u00fanico que super\u00f3 este karma fue el Tricky Stone. En otras palabras, hay una connotaci\u00f3n negativa encubierta.<br \/>Lo que el fabricante quiere decir es que el Tricky Stone es el producto m\u00e1s antiguo de la compa\u00f1\u00eda que sigue disfrutando de un merecido \u00e9xito, a pesar de que existan productos m\u00e1s nuevos como el Splash que han tenido un \u00e9xito rotundo y que son los grandes responsables del posicionamiento de la compa\u00f1\u00eda. En resumen, es una \u00abhistoria de \u00e9xito\u00bb y no una \u00abde derrota\u00bb. Una traducci\u00f3n m\u00e1s adecuada hubiera sido:\u00a0 \u00abAunque O.C., Inc.\u00a0 es conocida principalmente por el Splash, el Tricky Stone\u00ae es el producto exitoso de m\u00e1s larga data\u00bb.<br \/><strong>Conclusi\u00f3n:<\/strong> antes de profundizar en la necesidad de un \u00abcreative writing\u00bb o una localizaci\u00f3n ling\u00fc\u00edstica o cultural, traduzcamos desde la perspectiva del experto que desarroll\u00f3 el contenido para tratar de transferir el mensaje que se quiere comunicar de la forma m\u00e1s fiel posible.<\/p>\n","protected":false},"excerpt":{"rendered":"Esta contribuci\u00f3n habla de la importancia de ponerse en los zapatos del autor del contenido de comunicaci\u00f3n de productos y servicios.\n","protected":false},"author":36,"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":"","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":[8893],"tags":[8891,10959,10958,12505,10962,10961,8972,10960],"class_list":["post-115481","blog","type-blog","status-publish","format-standard","hentry","category-para-traductores","tag-comunicacion","tag-creative-writing","tag-creatividad","tag-marketing-4","tag-mercadeo","tag-promocion","tag-traduccion","tag-valor-agregado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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