Is it necessary for technical translators to be creative? My opinion: of course! The most sophisticated product will fail to sell well without advertisements, sales catalogues, etc. You don’t have to be a professional artist to translate (or adapt) an advertising text appealingly into another language. If you apply some special techniques from media experts, half the battle is won.
I’ve learned some of these techniques in the workshop entitled “Translation of advertising texts using creativity techniques” by Jutta Witzel, communications consultant and translator. The focus of this practical and informative workshop was capturing the message of a text, filtering the key words and defining the target group. Afterwards, all the learned techniques were applied on samples of English advertising texts.
Now, I am more prepared than before for handling advertising texts. Just test it!