Advertising translation

The advertising translation is one of the types of translation that requires more creativity from the translator. During the translation of these texts there are many factors to consider, for example the culture of the country that created the advertisement and the country that will receive it, the audience who it is directed, the media (radio, television, posters...) and if the text comes with an image that is essential to advertise the product.

Many advertisement campaigns are translated into different languages. However many others remain in their original language, maybe because they are clear enough for the audience or the translation eliminates the effect or the aspect that makes attractive the advertisement.

Now I show you the example of two brands that haven't translated his slogans:

                              

In the following videos of the cosmetics brand L'ORÉAL, they have translated his famous slogan “Because you're worth”, in this case into spanish Porque tú lo vales.

The next picture is curious from the perspective of translation (it is possible too, that this text had something to do with the first sentence of the famous Queen song, Bohemian Rhapsody):

At first, the text should not suppose any translation problem, because we could translate it into spanish ¿Esto es la vida real o es una fantasía? This phrase would work well, because the word "fantasy" contains the word “fanta”, the name of the brand. But, what about the picture? In English it is played with the word "fantasy" and image of the "sea".

Into spanish, we can translate it literally ¿Esto es la vida real o un mar de fanta? But with this option, we lost the original connection between real life and fantasy that gives the message and the advertising wouldn't produce the effect that initially had.

What do you say? Can you think of any solution for this translation problem?