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Advertising in Europe Part Two


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Advertising in Europe Part Two

  1. 1. Advertising in Europe, Part TwoThis article was originally published on the Acclaro blog.Category: Marketing, Global Trends, Top Ten In the first part of this blog entry,Advertising in Europe, Part One, we saw that English is understandably prominent in signage promoting tourist activities. We also saw that it is used in music advertising. So, continuing on our bike tour of Berlin, let’s see where else English is used as a “polyglot marketing tactic” in out-of- home advertising. When you think of mass marketing with a bit of flair, you may also think food and beverage, especially alcohol. This multi-story scaffold mesh ad for Becks beer features a German headline that is a play on words and roughly translates to: “Better a cool beer than a refined pilsner.” The tagline is in English: “The beer for a fresh generation.” That’s a lot of expensive ad spacepromoting a well-known German brand partly in English, in Germany (Becks was originallyowned by a local family in Bremen in northern Germany until 2002; now it’s owned by theBelgian-based beverage giant InBev).Perhaps you want a little nosh with your beer? You may be tempted to get a German bratwurst,but then you see a poster for Subway, the American sandwich franchise.For the Subway advertisement on the left, as expected, the name of the brand is still in English,however, the tagline “eat fresh” also remains in English. Yet, the directions to the two locationsare actually in German. This particular American brand kept its “Americaness” using English, butwhen it came to practical consideration (i.e. how to get to a location to actually buy something),the information is in German, the local language.After your sandwich and beer lunch, you bike to another part of town, which, like many parts ofBerlin, is under construction. So, you see another mesh scaffold (below) – this one by thePage 1: Advertising in Europe, Part Two Copyright © Acclaro 2012
  2. 2. French company, L’Oreal. So, perhaps you’d think there would at least a few lines of French.This ad, however, is in German and English. “Das neue Men Expert Deo” means “The new MenExpert Deo” (“Men Expert Deo” is actually a deodorant under the product line "Men Expert").The claim of “48 h [hour] dry non-stop” is in English, while the main line of the packaging,“Fresh Extreme” is also in English. The face promoting the brand is not French orAmerican/British, however. It’s Michael Ballack, a well-known German soccer player.Next to the six-story high Mr. Ballack is a bus shelter ad for mobile phone manufacturer SonyEricsson (below left), with the polyglot headline “Klein und clever” (“Small and clever”). Thesub-headline is in German, meaning “With four-corner navigation”, but the tagline “make-believe” remains in English. This Sony Ericsson ad is fairly minimalist, using a nice mix ofEnglish and German, along with universal images and icons. However, ten feet away is a brandthat doesn’t need any headlines, sub-headlines or decisions about what is in English, German,French or any other language. It’s Apple (below right). And what you see in the States is exactlywhat you see in Berlin. This saves the company a lot of money, and it keeps the brandextremely “pure” around the world.Page 2: Advertising in Europe, Part Two Copyright © Acclaro 2012
  3. 3. Speaking of Apple, when you ride your rental bike to PotsamerPlatz, you’ll see a sight that manypeople would never have envisioned about 21 years ago. It’s the remains of the Berlin Wall withthe backdrop of a half block-long iPad advertisement, in the universal language of Apple – just alogo, image and product name.Page 3: Advertising in Europe, Part Two Copyright © Acclaro 2012
  4. 4. Now it’s time to hit the hipster restaurants and bars in Kreuzberg in southern Berlin, so youreturn your rental bike and take the Berlin U-Bahn (Underground/Subway). Walking down thesteps to the U-Bahn you may think you have suddenly been transported to the New York CitySubway. The Vans ads are all in English. Not a word of German. The only indication that it’s aGermany-based advertisement is the website indicator of ".de" (".de" being the domainindicator for Germany - from the German word for Germany, which is Deutschland).Page 4: Advertising in Europe, Part Two Copyright © Acclaro 2012
  5. 5. After a few great days in Berlin, you head out east to Slovakia, The Czech Republic andHungary. What a difference a few hundred miles makes! The ads are suddenly nearly all in thelocal language. A few samples from Slovakia:Now, all this research can be a bit confusing. What are the norms for advertising in Europe?English only? No English at all? Some English?Only local language? No words at all? You mayneed an espresso to clear your head and think how your translation agency can help younavigate through all the possibilities. And one of these possibilities happens to be below: if yourbudget allows, why not just have a world-famous movie star become your spokesperson? Then,you can get your point across, regardless of the language.Page 5: Advertising in Europe, Part Two Copyright © Acclaro 2012
  6. 6. Oh, this sentence next to Mr. Clooney is in Hungarian and translates to “When the ordinarybecome extraordinary.” And our wish to you is: may all your European advertising campaignsbe extraordinary.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 6: Advertising in Europe, Part Two Copyright © Acclaro 2012