Spanish to English translations [PRO]
Marketing - Advertising / Public Relations / advertising | | Spanish term or phrase: código (de publicidad) | Comes up several times in this market research report:
Surgen algunas críticas los códigos de publicidad de empresa: manidos y poco creíbles
Los códigos son los típicos de las escuelas/centros de estudios que se han apropiado del estilo empresarial (lo han canibalizado)
También lo son los handicaps que restan influencia/eco a las comunicaciones (bajo impacto, confusión de códigos, etc.).
Obviously the 'códigos' here don't refer to any type of codes of practice or codes of ethics. Just from the context, I would say it refers to the style of the advertisements, and in fact have plugged "style" in for códigos, for the moment.
Anyone have any idea what they are really called? TIA! |
| | | conventions | Explanation:
Hi there.
I think "conventions" fits here; not so enforceable as a "code" but complied with, anyway.
These conclusions should give plenty of 'food for thought' to both creative agencies and advertisers alike. By raising these issues and describing the striking conventions which seem to have emerged in British radio advertising, we have been given the opportunity to step back and objectively view the status quo.
This will undoubtedly allow all those involved in the writing and production of radio advertising to question whether these conventions are always the best way of getting the job done, and offer some ideas and insight as to how to break the mould.
Most of the conventions identified in this report seem likely to have been established either through pragmatism or laziness, or both. They characterise conventional - and therefore from the consumers predictable - advertising.
http://www.rab.co.uk/html/pages/res_grammar.htm
Best regards,
Patricia |
| Selected response from:
  Patricia Lutteral
Argentina
Local time: 00:58
| Grading comment This is exactly what I was looking for but couldn't come up with. It fits my context perfectly, and your reference also relates conventions to style (which is what my instincts had told me):
There are clearly apparent conventions in radio advertising. These may be conventions of style (e.g. using music to signal a target audience), or conventions of content (e.g. 70% of radio ads include information on availability). These conventions vary by sector.
There is strong evidence of 'linked conventions' in radio advertising. So when one style is employed it often goes hand in hand with another technical style. For example, 90% of the advertisements which use narration, without characters, avoid humour.
Many thanks for your help, and thanks to everyone else who participated, too.
4 KudoZ points were awarded for this answer |
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| Discussion entries: 0 |
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Automatic update in 00:
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7 mins confidence:  peer agreement (net): +2 Standards
Explanation:
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7 mins confidence: 
8 mins confidence:
15 mins confidence: peer agreement (net): +1 styles could work fine or guidelines....why "codes"?
Explanation:
Hummyes... “styles” would be fine, or guidelines... though the meaning is that they transmit something that the target can easily decode (or is expected to...)
Hope this helps...
Cheers, Au
Advertising codes provide guidelines for acceptable commercial
messages in print and on radio, television and cable TV networks....
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Note added at 2003-03-20 18:57:37 (GMT)
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Cin:
By \"they\" I meant \"the codes\"....
Adolescents codes refers to the way they get dress, the music they like, their behavior...
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Note added at 2003-03-20 19:01:44 (GMT)
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BINGO!!!!
Cin:
they are also referred to as \"advertising codes\"
http://www.aber.ac.uk/media/Students/lmg9306.html
Jhally, Sut [1987]: Advertising Codes and Fetishism: An Empirical Study
In Jhally, Sut [1987]: The Codes of Advertising. New York : St. Martin\'s Press.
A Review
Merris Griffiths
Traductora Pblica de Ingls. Universidad de Buenos Aires
| Aurora Humarán
Argentina
Local time: 00:58
Specializes in field
Native speaker of:  Spanish
|
| |
| | Login to enter a peer comment (or grade) |
1 day15 hrs confidence: conventions
Explanation:
Hi there.
I think "conventions" fits here; not so enforceable as a "code" but complied with, anyway.
These conclusions should give plenty of 'food for thought' to both creative agencies and advertisers alike. By raising these issues and describing the striking conventions which seem to have emerged in British radio advertising, we have been given the opportunity to step back and objectively view the status quo.
This will undoubtedly allow all those involved in the writing and production of radio advertising to question whether these conventions are always the best way of getting the job done, and offer some ideas and insight as to how to break the mould.
Most of the conventions identified in this report seem likely to have been established either through pragmatism or laziness, or both. They characterise conventional - and therefore from the consumers predictable - advertising.
http://www.rab.co.uk/html/pages/res_grammar.htm
Best regards,
Patricia
| Patricia Lutteral
Argentina
Local time: 00:58
Native speaker of: Spanish
PRO pts in category: 4
|
| | Grading comment This is exactly what I was looking for but couldn't come up with. It fits my context perfectly, and your reference also relates conventions to style (which is what my instincts had told me):
There are clearly apparent conventions in radio advertising. These may be conventions of style (e.g. using music to signal a target audience), or conventions of content (e.g. 70% of radio ads include information on availability). These conventions vary by sector.
There is strong evidence of 'linked conventions' in radio advertising. So when one style is employed it often goes hand in hand with another technical style. For example, 90% of the advertisements which use narration, without characters, avoid humour.
Many thanks for your help, and thanks to everyone else who participated, too. |
| | Login to enter a peer comment (or grade) |
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