Login or register (free and only takes a few minutes) to participate in this question.
You will also have access to many other tools and opportunities designed for those who have language-related jobs (or are passionate about them). Participation is free and the site has a strict confidentiality policy.
German to English translations [PRO] Marketing - Advertising / Public Relations
German term or phrase:Abbinder
"Der Abbinder wird von allen Befragten als zu märchenhaft / fantastisch (für das nüchterne Produkt) abgelehnt."
"Abbinder" is in the glossaries but not in this exact context. This comes from a market research report on a series of suggested TV advertisements, and the sentence in question is describing respondents' reaction to the advertisement they have been shown.
I think the "Abbinder" is the final scene in the advertisement - where the product name is usually shown - but can't think of what to call it.
Any suggestion greatly appreciated - particularly in the next hour or so!
-------------------------------------------------- Note added at 8 hrs 14 mins (2004-03-15 19:45:01 GMT) --------------------------------------------------
OED adds: b. The climax or dénouement of a story, play, etc.; the point or crux of a story, etc. Cf. pay-off line (sense 5 below).
1947 WODEHOUSE Full Moon vii. 141 A raconteur of established reputation expects something better than silence when he comes to the pay-off of one of his best stories.
pay-off line, the point of a story; the ‘punch-line’ of a story, limerick, etc.;
Acceptable with or without hyphen but if the hyphen is good enough for Wodehouse, it\'s fine with me, old top :-)
It\'s certainly what we used to called it at Lintas.
-------------------------------------------------- Note added at 8 hrs 18 mins (2004-03-15 19:48:33 GMT) --------------------------------------------------
Sorry \"what we used to *call* it\". (I blame the interesting weekend in the Schwarzwald with post-Fastnacht celebrations).
Explanation: How about "dénouement"? I can't however think of an appropriate English term. I've had a quick look at Roget and find the following:
disclosure, explanation, exposition, conclusion, climax, final scene.
Hope that this helps?
Edward Guyver Local time: 13:11 Native speaker of: English PRO pts in category: 4
Explanation: plus buzzwords like "clincher" and "payload" (although they could conceivably be in the middle of the ad). On the other hand, "final scene"/"closing shot" sound fine as well.
TonyTK Native speaker of: English PRO pts in category: 31
So it's got to be a slogan. Like in the ad mentioned above: "Die Farbe der Wirtschaft." (Financial Times Deutschland)
Catch slogan (or final slogan) seems to capture that meaning.
catch slogan:
The Energizer case could be one of the best examples of advertising invading popular culture. Chiat/Day invented the Energizer Bunny, with the catch slogan "It keeps going, and going, and going…" to symbolize the extended life of its battery line. The campaign simultaneously irritated and charmed consumers and made the Bunny a household familiarity. To date, the Bunny has been features in over 115 television spots, and it continues to keep going, and going, and going…(www.energizer.com)
A special Pepsi sound-van pulls up to a packed sweltering beach and the impish young guy in the van activates a lavish PA system and opens up a Pepsi and pours it into a cup next to the microphone. And the dense glittered sound of much carbonation goes out over the beach’s heat-wrinkled air, and heads turn vanward as if pulled with strings as his gulp and refreshed-sounding spirants and gasps are broadcast. And the final shot reveals that the sound-van is also a concession truck, and the whole beach’s pretty population has now collapsed to a clamoring mass around the truck, everybody hopping up and down and pleading to be served first, as the camera’s view retreats to an overhead crowd-shot and the slogan is flatly intoned: ‘Pepsi: the Choice of a New Generation’ … But need one point out … that the final slogan here is tongue-in-cheek?
-------------------------------------------------- Note added at 8 hrs 14 mins (2004-03-15 19:45:01 GMT) --------------------------------------------------
OED adds: b. The climax or dénouement of a story, play, etc.; the point or crux of a story, etc. Cf. pay-off line (sense 5 below).
1947 WODEHOUSE Full Moon vii. 141 A raconteur of established reputation expects something better than silence when he comes to the pay-off of one of his best stories.
pay-off line, the point of a story; the ‘punch-line’ of a story, limerick, etc.;
Acceptable with or without hyphen but if the hyphen is good enough for Wodehouse, it\'s fine with me, old top :-)
It\'s certainly what we used to called it at Lintas.
-------------------------------------------------- Note added at 8 hrs 18 mins (2004-03-15 19:48:33 GMT) --------------------------------------------------
Sorry \"what we used to *call* it\". (I blame the interesting weekend in the Schwarzwald with post-Fastnacht celebrations).
Textklick Local time: 13:11 Specializes in field Native speaker of: English PRO pts in category: 64
The translation workplace 
