Werbeträger

English translation: (in terms of) advertising media (structures)

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)

German term or phrase:	Werbeträger
English translation:	(in terms of) advertising media (structures)
Entered by:	Bernhard Sulzer

15:39 Jan 9, 2008

German to English translations [PRO]
Tech/Engineering - Real Estate

German term or phrase: Werbeträger

From a lease for industrial premises:

Der Pächter verpflichtet sich, das Pachtobjekt pfleglich zu behandeln. Er ist berechtigt, an Werbeträgern unentgeltlich Schaukästen, Werbetafeln etc. zu installieren, ohne das Bohrarbeiten am Gebäude ausgeführt werden.

Werbeträger is often translated as "advertising media" but that just doesn't seem to fit here - the glossary also offers "advertising vehicle" but that has too strong an implication of a motor vehicle for my taste.

Armorel Young KudoZ activity Questions: 383 (none open) (10 closed without grading) Answers: 3447
Local time: 17:58

(in terms of) advertising material(s)/advertising media

Explanation:
or: avertising carriers.

To me, the German word "Werbeträger" suggests foremost the solid material/object/structure which carries the actual advertisement = vitrine, displays, stands, etc.

"Advertising space", in my opinion, would, as Armorel points out, be more of an equivalent of the more general German "Werbefläche."

If it refers to a solid structure/object, why would then a vitrine be installed on a vitrine?

I think the phrasing does not allow for an easy interpretation.

I like to suggest an alternate interpretation:

Instead of interpreting "Er ist erlaubt, an Werbeträgern .... zu installieren" as "Permission is granted to install ..."on/at" advertising structures"

I suggest it can also mean "in terms of advertising structures/media/material/carriers/, permission is granted to install......

(Or, if the text would say "Er ist berechtigt, Werbeträger "wie" Schaukästen, Werbetafeln, etc. zu installieren", then it could be easily translated as "advertising media" - but, yes, it does not say that.)

There is always the possibility that what is "meant" is "advertising space" - and some of the word "Werbeträger" seems to be referring to "advertising space" in the English version of the wikipedia page quoted below, but "Werbeträger" more often refers to "objects" such as vitrines and others, and that they are being installed:

http://en.wikipedia.org/wiki/Out-of-home_advertising#Selling...
"Mobile Werbeträger werden häufig an frequenzstarken Standorten temporär aufgestellt."

In other words, I am not sure that "advertising space" is really the intended meaning in the context of this question..

Further Links:

http://www.renexpo.de/content/view/64/64/lang,de/
13.5 Das Umhertragen oder Fahren von Werbeträgern auf dem Messegelände, sowie das Verteilen von Drucksachen und Kostproben außerhalb des gemieteten Standes ist ausschließlich mit schriftlicher Genehmigung lt. den „Besonderen Werbemöglichkeiten“ der jeweiligen Veranstaltung möglich. Darüber hinaus ist das Ansprechen und Befragen von Besuchern außerhalb des Standes strikt untersagt.

http://www.renexpo.de/en/agb.html

13.5 The posting or driving of advertising materials on the free-air area, as well as the distribution of printed materials and samples outside of the rental stand is exclusively reserves for those with written approval as per the "Special Advertising Possibilities" of the individual exhibition. Beyond that, the approaching and questioning of visitors outside of the rental stand is strictly forbidden.

http://www.kienzler-stadtmobiliar.de/01_produkte/02_werbetra...
Werbeträger (Beispiele)

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Note added at 1 day1 hr (2008-01-10 17:10:48 GMT)
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TYPO CORR.: advertising carriers

Selected response from:

Bernhard Sulzer
United States
Local time: 12:58

Grading comment

This has been a difficult one, but I like Bernhard's suggestion of seeing "an" not as "on" but as "in terms of" or "in the way of" (as in my dictionary's example of "Was haben Sie an Weinen da?"). I remain unconvinced that Werbeträger is simply a synonym for Werbefläche, so have gone for this interpretation.
4 KudoZ points were awarded for this answer

Summary of answers provided

3 +4

advertising space

Paul Cohen

advertising surface/space

Tilman Lichter

advertising stand

casper (X)

(in terms of) advertising material(s)/advertising media

Bernhard Sulzer

Discussion entries: 8

Tilman Lichter

Canada

18:06 Jan 9, 2008

@Armorel: you're right, but I just wanted to point out that such surfaces are in fact for rent etc. You'll find dedicated surface areas in many industrial buildings, where tenants are allowed to put signs and info materials. To keep the rest clean.

Paul Cohen

Greenland

17:44 Jan 9, 2008

I understand your concerns, Armorel, but I don't see "space" as merely a gap or a "nothing". It's very much a "something"- i.e., it's an area designated for a specific purpose - but apparently not fully "equipped" for that purpose.

Armorel Young

ASKER

17:17 Jan 9, 2008

@Tilman - Googling in itself tells us nothing, because it doesn't confirm that advertising surface/space is the right translation in the first place.

Armorel Young

ASKER

17:14 Jan 9, 2008

Bernhard - just seen your note and I certainly like your suggestion of seeing "an" as "in the way of" - is definitely a plausible way of looking at it, and could explain the following dative rather than accusative case.

Bernhard Sulzer

United States

17:13 Jan 9, 2008

yes, space is rather a gap, an open area (Werbefläche) whereas a "Träger" is a solid object. That's what stumped me. It be great if it would say "Er ist berechtigt, Werbeträger wie Schaukästen, Werbetafeln etc. zu installieren, ohne das*s*...."

Bernhard Sulzer

United States

17:09 Jan 9, 2008

as it stands, to me it reads "specific advertising carriers/media can be installed on advertising carriers/media" - and that's nonsense. So, the answerer's interpretions make sense, but why the designated advertising space/surface?

Armorel Young

ASKER

17:08 Jan 9, 2008

I appreciate your suggestions but surely "advertising space" back translates as Werbefläche? To me a "space" is a gap, a "nothing", whereas a Träger is very much a "something"

Bernhard Sulzer

United States

17:06 Jan 9, 2008

rather strange phrasing - why would there be already a designated advertising space on the industrial premises? One could also read it as "as far as advertising media/carrieres, etc. are concerned", vitrines and other "ad carriers" can be installed.

Answers

5 mins confidence:

peer agreement (net): +4

advertising space

Explanation:
It looks like this refers to space on the building that can be used for advertising purposes (as long as no holes are drilled in the facade).

Paul Cohen
Greenland
Local time: 15:58
Works in field
Native speaker of:

English
PRO pts in category: 36

5 mins confidence:

advertising surface/space

Explanation:
google this, there are lots of hits like this one:
Novosadski sajam - Advertising space rentalAdvertising surface rental. The advertising surfaces of the "Master Centre" are the most exclusive place for advertising individual and corporate brands. ...
www.nsfair.co.yu/live/Master center/Advertising_space_renta... - 12k - Cached - Similar pages

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Note added at 8 mins (2008-01-09 15:47:04 GMT)
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@Paul: sorry, my answer must have come in just as you were posting yours.

Tilman Lichter
Canada
Local time: 12:58
Native speaker of:

German,

English
PRO pts in category: 8

13 hrs confidence:

advertising stand

Explanation:
Perhaps?

casper (X)
Native speaker of:

English
PRO pts in category: 20

1 day 1 hr confidence:

(in terms of) advertising material(s)/advertising media

Bernhard Sulzer
United States
Local time: 12:59
Native speaker of: German
PRO pts in category: 20

Grading comment

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