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Translation in Advertising: Choosing the Right Messages

What is the role of translation in the world of advertising?

In Chinese, “bensi” means “rush to die.” Mercedes Benz chose that word a few years ago to enter the Asian giant. Although the error was quickly solved by the brand, other companies — such as Coca Cola, Pepsi, Audi, Dolce & Gabbana, Nike and Heineken — suffered the consequences of a poor translation applied to advertising.

Localizing advertising material involves special skills, because it involves a unique cultural adaptation to target a very specific market. What strategies should be followed in these cases?

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