A Review of the UTIC Webinar "Translation of Advertising Materials"

By Ekaterina Howard

Since the next UTIC conference will take place in May (http://2014.utic.eu/), it seems like a good time to look back at last year's conference. It was reviewed in the Summer 2013 edition of SlavFile and some of the UTIC 2013 presentations are available on a wide range of topics on YouTube, either as webinars or presentation videos.

Of particular interest to me was the webinar on translation of advertising materials by Katya Filatova and Joseph Kovalov (http://bit.ly/1k3cj7o; the conference presentation video is available at http://youtu.be/m0aN_NM79ZM).

The presenters discuss the main challenges in translating slogans, ads, commercials, articles on products or services, websites, brochures, banners, etc., and common errors, from literal translation to culturally insensitive and/or stylistically inadequate translation.

The presenters highlight the need to research and use reference materials when translating or transcreating advertising materials and generously share practical tips and tricks, including a detailed description of suggested steps of transcreation.

The webinar also includes several examples of translation gone wrong, for instance, a spectacular “three-letter word” blunder.

An exercise in slogan transcreation and a Q&A session conclude this practical and informative webinar.

I am looking forward to following the UTIC organizers' updates and, hopefully, viewing new excellent webinars once UTIC 2014 is over.