There’s something weird with the ads for Belgian TV stations lately. Apparently they’re being released in English as well, which is quite uncommon, because English isn’t a native language here. The first example that featured this new trend (from where I started to pay attention to it) was the Jesus ad for Canvas, the Flemish ‘Quality TV station’. Is this going to be recurring phenomenon? Seems so, if you look at this ad for Kanaal II (channel 2):
It’s the first time to my knowledge that a TV station actually translates its own name to the English version, while absolutely no other form of official communication does this. The second remark I have is that I haven’t seen the ad appear in any newspaper or magazine. Could this be consumer generated? Maybe, but then why is it in English? Perhaps it’s a product of some creativo who’s trying to get noticed? I don’t get it. If the ad is real and was meant to be local, then why is the brand name changed? If the target group is Dutch speaking eyeballs and brains, then why is the ad in English, and if the TV station has Dutch spoken programs, then why would they focus on an English speaking audience?
via AdRants
wasco
June 4, 2006 at 8:53 pm
My guess is that there is a dutch version, but the advertising company also made an english version. After all, it’s only a 2 minute job. This could be for portfolio reasons. I’ve seen quite a few of these lately, dutch in the street,but english on the website of the marketeers.
derekb
June 5, 2006 at 12:41 pm
wasco’s right.
In Belgium, ad agencies already have to produce ads in 2 or 3 languages. Adding another language to print or to produce jpgs is a small effort. This is usually done in order to submit it to ad-festivals and competitions around the world (awards attract new clients). The growth of the number of advertising and marketing related blogs also made the agencies aware that it would be easier to get their work exposed to a worldwide audience if it’s translated in English.
derekb
June 5, 2006 at 12:43 pm
(continues)
that said, I also wonder why you would want to translate your own brand name…
Coolz0r
June 5, 2006 at 12:56 pm
I totally agree. Still, the fact remains that I haven’t seen it appear in the magazines. Maybe it’s still to come? If anyone has seen the ad, be so kind to let me know.
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derekb
June 6, 2006 at 8:37 am
- the Canvas ‘jesus’ ad did originally appear in Flemish, I think I saw it in De Morgen or De Standaard.
- for an ad or campaign to be eligible to enter a competition, it must be published at least once. Sometimes an ad is deemed not suitable for a broader audience or not really within the campaign line of the brand at that time, but the idea is too good to be thrown away, so it gets published in a magazine with a small circulation or a specific audience (think Moshi, White Night or Outsoon).
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