What would the world be like without advertising? If anybody can answer this question, it‘s Jacques Séguéla. Séguéla is the former PR-adviser to François Mitterrand and owner of HAVAS, one of the world’s most successful advertising agencies. His presentation – 50 Years of Advertising Experience, Innovation and Life Energy in an Hour – is inspirational. His experiences are impressive, his statements wise and his explanations easy to understand. Without advertising there would be no media independence, and without media independence there would be no democracy, according to Séguéla. The advertiser Frank Bodin held Jacques Séguéla up as a role model –and rightly so. Séguéla’s presentation alone was worth the trip to Lugano.

Restrictions or bans on advertising rarely make sense. At Swiss Advertising SW/PS’ 86th General Meeting on 6th May, advertising and advertising bans were discussed. Because the topic covers advertisers, politicians and journalists, this General Meeting was named “No-Advertising Day.”

After the introductory speech by Jacques Séguéla, well-known politicians, journalists and media professionals spoke about and discussed “A World without Advertising?“ under the leadership of National Council member Filippo Leutenegger:

• Roger Brennwald, president of Swiss Indoors Basel: “Sport without Advertising”
• Roger de Weck, CEO SRG: “Electronic Media without Advertising?”
• Hanspeter Lebrument, president of Swiss Media: “Print Media without Advertising?”
• Natalie Rickli, National Council member: “Politics without Advertising?”
• Michael Gibbert, Professor of Marketing at the USI (University of Lugano): “Economics without Advertising?”

Congratulations and many thanks for a successful event to Filippo Lombardi (National Council member and president of Swiss Advertising), Ursula Gamper (SW CEO) and Urs Schnider (SW Communications Officer).

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Sadly, the TTW is all over. I would like to thank everyone who visited: it was a lot of fun showing you how to fire my crossbow. You can keep practicing with our online game – some of you really need to! After all, you can win a language course in Australia! Hit the target and win. Some of those who did hit the target were the people from KUONI- our neighbouring stand, who, like us, emphasises its Swissness. And another thing: my bushy beard has nothing to do with vanity, lack of electricity or an allergy to aftershave- I’m just a man from the canton of Uri and my beard is a symbol of my years of marksmanship. See you later!

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What constitutes a professional translation?  What sort of translation helps you to sell more? Find out by reading our blog posts and the SuisseEMEX expert interview with Roman Probst.

A picture apparently says more than a thousand words. But good pictures are rare. When I look at a picture, it tells me a story. But for me to share it, to be able to understand and assess it, I need to connect with people, and I do this by speaking or by writing. Language is needed for that, and that’s where TRANSLATION-PROBST comes in.

Avoid using dictionaries or automatic on-line translation packages to translate sentences into a foreign language. Because words can be ambiguous, phrases are not normally easy to translate into another language. Translation software can be helpful, but it doesn’t come close to what a human translator can do – it lacks common sense and the understanding of the message of a text.

For a business it can be very costly for an advertising campaign in a foreign country to be misunderstood or even offensive to potential customers.

What constitutes a professional translation?

Many of our 300+ translators live in their home countries. They only translate into their mother tongue – the language they’ve known since childhood, that they use every day and in whose environment they live. As a result they understand the socio-cultural context of the translation’s target audience. They are specialists in their field, and are updated daily on the latest developments. We are particularly proud of our quality assurance, as every text is proofread by a professor.

So that’s what constitutes a professional translation: a transfer in meaning of your original text that is precisely tailored to your target audience. That way you are guaranteed to get your message across!

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People are likely to become customers if you speak their language, as it makes them feel understood and accepted. As former German Chancellor and Nobel Peace Prize winner Willy Brandt said- “if you want to sell something, you need to speak the customer’s language.”

Zürich Tourism has recognised this. Since 2008, most Russians who come to Switzerland visit Zürich. This trend has encouraged Zürich Tourism to produce a targeted marketing campaign aimed at Russians with the help of TRANSLATION-PROBST. We translated their entire homepage into Russian, with content tailored specifically for the Russian clientele.

The effort paid off. Several media such as 20 Minuten,NZZ Online and Der Tagesanzeiger reported on the customer-focused investment. Furthermore, the number of Russian visitors is set to rise this year despite the credit crunch. They seem to feel welcome in Zürich.

If a company fails to speak to its audience, they lose them. TRANSLATION-PROBST offers a service that tailors your texts to your target audience. As a member of ASTTI (Swiss Association of Translators, Terminologists and Interpreters), TRANSLATION-PROBST is committed to the highest standards of quality. Read more about how TRANSLATION-PROBST tailors its texts for the target audience in the article «Die Sprache der Kunden sprechen» (“The Language of the Customer”) from the magazine “Inside”, edited by FH Schweiz.

What makes a good translation? Read SuisseEMEX’s expert interview with Roman Probst.

The following links contain tips from our partner Worldsites about adapting your message to different customers.

«Kundensprache sprechen und globale Botschaft für lokale Konsumenten anpassen»

«Anpassungen an die Kundensprache und globale Botschaften für lokale Kunden»

«Wie Sie Fehler in der Übersetzung und der lokalen Kundenansprache vermeiden»

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