Advertising Adaptation

The purpose of advertising is to communicate with a potential customer in a way that is both informative and appealing. Successful advertising is difficult enough to create for a domestic audience; but if your target audience was raised in another culture and speaks a different language, the difficulty is magnified. So what can you do to solve this problem? 

The solution is to adapt your advertising to both the language and the culture of your target audience. Naturally, this involves translating your message, but simple translation is not enough.

Here's a classic example of really bad advertising involving a Hispanic audience:

• More recently, the American Milk Producers association came up with a snappy slogan intended to grab a shopper’s attention. Everyone in the US has seen the “Got Milk?” ads, which were very successful. Unfortunately, when this slogan was translated into Spanish, the phrase that was broadcast over the airwaves said something like “Are You Lactating?”

What was needed in both instances was greater sensitivity to the language and to the foreign culture. That's where RussTech can help.