“Nothing sucks like Electrolux”. Americans were amazed when they saw the advertisements for the Scandinavian vacuum cleaner manufacturer in Great Britain. While British consumers understood the slogan as intended when the advertising campaign was launched, in the USA the slogan would have implied that the product was poor quality. This example shows how important the cultural background is for an advertising campaign and how crucial it is to translate claims correctly. Transcreation by
SprachUnion will ensure that your company’s advertising copy – and thus your advertising campaign – are successful in other nations and cultures.