{"id":115540,"date":"2010-11-26T08:17:53","date_gmt":"2010-11-26T08:17:53","guid":{"rendered":"https:\/\/www.trustedtranslations.com\/?p=115540"},"modified":"2022-02-10T18:32:12","modified_gmt":"2022-02-10T18:32:12","slug":"la-traduccion-publicitaria","status":"publish","type":"blog","link":"https:\/\/www.trustedtranslations.com\/es\/blog\/la-traduccion-publicitaria","title":{"rendered":"La traducci\u00f3n publicitaria"},"content":{"rendered":"![](\"https:\/\/www.trustedtranslations.com\/wp-content\/uploads\/2010\/11\/marketing-words.jpg\")
La meta de cualquier empresa actual es introducirse en el mercado no s\u00f3lo nacional sino internacional. Pero, para ello, es indispensable contar con una buena estrategia de marketing y, por supuesto, una buena traducci\u00f3n y localizaci\u00f3n tanto del texto como de la imagen de la publicidad de su producto. Normalmente las empresas se plantean qu\u00e9 hacer, si optar por lo que se llama \u201cinternacionalizaci\u00f3n\u201d, es decir, generar un mensaje publicitario que capte la atenci\u00f3n de posibles consumidores de distintos entornos culturales tratando de ser neutrales, sin hacer alusiones a una cultura determinada, o bien, localizar el mensaje a la cultura de destino para que el posible consumidor perciba de una forma natural lo que se le trata de transmitir.<\/p>\n
Desde mi punto de vista, y creo que lo que da m\u00e1s resultado, es traducir y localizar el mensaje publicitario, evitando posibles errores de interpretaci\u00f3n o que se pierda el mensaje que se quiere hacer llegar.<\/p>\n
A veces, me sorprende, como grandes empresas que ya abarcan el mercado internacional cometen errores de traducci\u00f3n o localizaci\u00f3n en sus publicidades.<\/p>\n
Por ejemplo, la marca Suzuki sac\u00f3 al mercado espa\u00f1ol un coche llamado \u201cPajero\u201d que en Espa\u00f1a tiene una clara connotaci\u00f3n negativa y, cuando se dieron cuenta de que esto no vender\u00eda nada, lo cambiaron por \u201cMontero\u201d, o est\u00e1 el ejemplo de Nissan con su \u201cPixo\u201d que en castellano no significa nada pero que en catal\u00e1n es la primera persona del presente del verbo \u00abpixar\u00bb (orinar) y en gallego significa \u201cpene\u201d; en este caso particular parece que la empresa ha decidido no cambiarle el nombre pero no creo que muchos\u00a0 gallegos quieran aparcar su \u201cpixo\u00bb ni que su coche signifique \u00abyo orino\u00bb.<\/p>\n
Lo que vengo a decir con estos ejemplos es que la traducci\u00f3n, adaptaci\u00f3n y localizaci\u00f3n de textos publicitarios es una tarea esencial para introducir el producto que sea en el mercado que se pretende abordar.<\/p>\n
Las grandes empresas internacionales tratan de globalizar sus eslogans, marcas y distintivos para que sean iguales en todo el mundo, pero en la mayor\u00eda de las ocasiones es necesario tener en cuenta el idioma, las costumbres y posibles connotaciones que pueda tener un determinado mensaje.<\/p>\n
Por tanto, no cabe duda de que la idea m\u00e1s acertada ser\u00eda recurrir a profesionales cualificados formados en traducci\u00f3n publicitaria, totalmente familiarizados con el pa\u00eds y la cultura de destino, para que la empresa pueda asegurarse de que el mensaje que recibir\u00e1n los posibles consumidores es exactamente el mensaje que ellos quieren dar.<\/p>\n
NOTA: he actualizado este art\u00edculo porque como bien nos indica Curri Barcel\u00f3 en su comentario \u00abpixo\u00bb no significa \u00abpene\u00bb en catal\u00e1n sino que viene del verbo \u00abpixar\u00bb (orinar). Muchas gracias por tu aclaraci\u00f3n:)<\/p>\n","protected":false},"excerpt":{"rendered":"La meta de cualquier empresa actual es introducirse en el mercado no s\u00f3lo nacional sino internacional. Pero, para ello, es indispensable contar con una buena estrategia de marketing y, por\u2026\n","protected":false},"author":22,"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":[8794],"tags":[11042,9168,10008,9361,11041,11040],"class_list":["post-115540","blog","type-blog","status-publish","format-standard","hentry","category-para-compradores-de-traduccion","tag-entornos-culturales","tag-internacionalizacion","tag-mensaje-publicitario","tag-textos-publicitarios","tag-traduccion-publicitaria","tag-traduccion-y-localizacion"],"yoast_head":"\n
La traducci\u00f3n publicitaria - 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\/la-traduccion-publicitaria\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La traducci\u00f3n publicitaria - Trusted Translations\" \/>\n<meta property=\"og:description\" content=\"La meta de cualquier empresa actual es introducirse en el mercado no s\u00f3lo nacional sino internacional. 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