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Advertising in europe part one

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  • 1. Advertising in Europe, Part OneThis article was originally published on the Acclaro blog.Category: Marketing, Global Trends, Top TenTo Translate or Not to Translate, That isthe QuestionWalk around parts of Continental Europe and you may think you’re actually in the Statesor the U.K. due to the amount of English used in out-of-home advertising (e.g. billboards,scaffold banners, bus shelters, subway and bus posters, etc.). Glance at this Berlinsubway advertisement below and youll notice the headline is actually in English. IsEnglish really taking over the world and replacing European languages in localadvertising? Well, yes and no. It really depends on where you are.In France, where Francophile-centric laws dictate what must be in French (mostlyeverything), you won’t see very much English in advertising, even in cosmopolitan Paris.However, in northern Europe and Germany, there is quite a bit of English – everywhere.Many people, especially those of the last two generations, are highly fluent in English anduse it on a daily basis for business. That said, most ads are not exclusively in English;they combine two languages to form a polyglot marketing tactic. Advertisers getattention by portraying their brand as cool and youthful, but at the same time throw insome native language to get specifics across.When should you venture into English advertising for Continental Europeans? Whichcountries or regions are hip to this practice and even expect some English? Which preferonly to advertise in their native language? And if you mix it up a bit, how much should beleft in English versus translated (or trans-created) into the native language? These are allquestions to ask your marketing translation provider and their in-country specialists whocan tell you the local norms of each country, region and even, each specific city whereyou want to advertise.To give you an idea of the English-in-Europe advertising revolution, here’s a sampling ofout-of-home adverts that appeared in Europe (mainly Berlin, Germany) this pastsummer.Page 1: Advertising in Europe, Part One Copyright © Acclaro 2012
  • 2. Berlin is unofficially a bilingual city. In cafes, street corners and business meetings,hearing both German and English is commonplace. This is true for locals and true fortourists. Ja, you’d expect tourist-targeted billboards to be in English and/or other populartourist languages, such as the bicycle rental location below.This totally makes sense: they are targeting tourists, therefore emphasize English, alongwith German (there are plenty of German, Austrian and Swiss tourists in Berlin), Spanishand French.Ride your rental bike on a little tour around Berlin and you’ll see English as a top ten hitwith music advertising. Many German radio stations play a rotation of English songs. Theconcert posters below demonstrate English’s penetration into the European music world.Page 2: Advertising in Europe, Part One Copyright © Acclaro 2012
  • 3. Now you’d expect tourist signs and music promotions to be in English in this youthful,cosmopolitan city, but does English continue to dominate other types of outdooradvertising for other marketing categories and global brands?We’ll ride our rental bike around Berlin in our next installment of this blog to learn whereEnglish is used or not, so stay tuned!About Acclaro: Acclarois an international translation and localization company thathelps the world’s leading brands succeed across cultures. We specialize inwebsitetranslation, marketing campaigns, documents and software localization to give clientsan authentic voice in key language markets. North America: 1-866-468-5106 Worldwide: +1-914-468-0222 www.acclaro.comsales@acclaro.comPage 3: Advertising in Europe, Part One Copyright © Acclaro 2012