Translation of slogans
Thread poster: Cor Stephan van Eijden

Cor Stephan van Eijden  Identity Verified
Local time: 17:50
Spanish to Dutch
+ ...
Oct 5, 2010

From time to time jobs are offered related to the translation of "slogans".
A slogan can consist of 3 or 4 words but obviously I would never offer my rate per word for this type of jobs. How do you handle these offers? I know that professional Marketing and Publicity Agencies could easily charge a few thousand Euros for a slogan that would be accepted by a multinational (McDonald's for expample, just to mention a recent translation offer). How should we handle this type of offers?


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TargamaT team  Identity Verified
Syria
Local time: 18:50
Member (2010)
English to Arabic
+ ...
Slogans & translation of slogans Oct 5, 2010

I like finding and translating slogans.

However, my strategy would be to ask agency how much they offer...

I will then accept or not! This is easy...

Oussama


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Gerard de Noord  Identity Verified
France
Local time: 17:50
Member (2003)
German to Dutch
+ ...
Allow me to start with the answer many translators don't want to hear Oct 5, 2010

I translate marketing texts all the time and - when not asked to do otherwise - also translate all slogans the documents contain. My general approach is that my translation should sell the product too. I don't charge more for parts of a translation that offer more value to my customers.

One other example: When I translate a company profile, I know many thousands will have been spent on the source text but I won't charge extra for the translation of that part of the text.

For the translation of individual slogans I charge my hourly rate. I'll offer 5 or 10 options and will perform a simple Google check to ascertain that my solutions are unique and appropriate. That's were my services end. Should I charge more than 1 or 2 hours for that?

Cheers,
Gerard


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David Wright  Identity Verified
Austria
Local time: 17:50
German to English
+ ...
Don't touch them Oct 5, 2010

Writing slogans is imho a very specialised and highly trained skill, equally difficult and completely different to that of a translator. I always advise my clients to hire the services of such a person. I'm simply not trained to do it.

Slogan writers charge a fortune for their work in terms of price per word. A good slogan is worth a lot of money. Translations of existing slogans very rarely work.


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Simone Linke  Identity Verified
Germany
Local time: 17:50
Member (2009)
English to German
+ ...
I agree Oct 5, 2010

I've also encountered a few situations in which clients (usually no direct clients but agencies) wanted me to translate company slogans as part of the "regular" job. Normally, I immediately ask them to get me in touch with the company's marketing dept. and/or to handle this request separately (I'm ok with translating slogans but not for the same rate per word I charge for simple product manuals - that'd be ridiculous).

I've had a few situations in which the agency simply declined the request and told me to simply translate it word by word and that's it. Well, all I can say is, I feel sorry for the end client who has hired such unprofessional agencies...


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Rolf Kern  Identity Verified
Switzerland
Local time: 17:50
English to German
+ ...
It depends Oct 5, 2010

Agencies will pay you their minimum fee, that ist CHF 25.00 oder CHF 30.00 in this country, direct clients will pay you what you charge. This can be a multiple of the above amounts.

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Soonthon LUPKITARO(Ph.D.)  Identity Verified
Thailand
Local time: 22:50
Member (2004)
English to Thai
+ ...
I support this idea Oct 6, 2010

David Wright wrote:

Writing slogans is imho a very specialised and highly trained skill, equally difficult and completely different to that of a translator. I always advise my clients to hire the services of such a person. I'm simply not trained to do it.

Slogan writers charge a fortune for their work in terms of price per word. A good slogan is worth a lot of money. Translations of existing slogans very rarely work.

I just gave comments on the original slogan and proposed my brief catch phrases.

Soonthon Lupkitaro


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Samuel Murray  Identity Verified
Netherlands
Local time: 17:50
Member (2006)
English to Afrikaans
+ ...
Hourly Oct 6, 2010

Cor Stephan van Eijden wrote:
From time to time jobs are offered related to the translation of "slogans".
A slogan can consist of 3 or 4 words but obviously I would never offer my rate per word for this type of jobs. How do you handle these offers?


Hourly rate.


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Romeo Mlinar  Identity Verified
Portugal
Local time: 16:50
Member (2009)
English to Serbian
+ ...
Fixed rate Oct 6, 2010

"Translating slogans" is complex. In my recent job I was given the brief about what they wish to achieve in the terms of target customers / company image.

It involves backtranslation, detailed explanation of why particular version was given, and two or more version of the text.

Translator/editor must be aware of how language works on several levels, especially about language use for the marketing purposes.

The work is usually done by transcreation/copwriting team, with more than one translator. Then, with the feedback from translators/editors/proofreaders/end customer an agency shapes the final version.

So, translation of slogans does not work like other texts - although some "agencies" would like us to think so.


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