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código (de publicidad)

English translation: conventions

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
Spanish term or phrase:códigos (publicidad)
English translation:conventions
Entered by: tazdog (X)

18:33 Mar 20, 2003
Spanish to English translations [PRO]
Marketing - Advertising / Public Relations / advertising
Spanish term or phrase: código (de publicidad)
Comes up several times in this market research report:

Surgen algunas críticas los códigos de publicidad de empresa: manidos y poco creíbles

Los códigos son los típicos de las escuelas/centros de estudios que se han apropiado del estilo empresarial (lo han canibalizado)

También lo son los handicaps que restan influencia/eco a las comunicaciones (bajo impacto, confusión de códigos, etc.).

Obviously the 'códigos' here don't refer to any type of codes of practice or codes of ethics. Just from the context, I would say it refers to the style of the advertisements, and in fact have plugged "style" in for códigos, for the moment.

Anyone have any idea what they are really called? TIA!
tazdog (X)
Spain
Local time: 16:51
conventions
Explanation:
Hi there.

I think "conventions" fits here; not so enforceable as a "code" but complied with, anyway.

These conclusions should give plenty of 'food for thought' to both creative agencies and advertisers alike. By raising these issues and describing the striking conventions which seem to have emerged in British radio advertising, we have been given the opportunity to step back and objectively view the status quo.
This will undoubtedly allow all those involved in the writing and production of radio advertising to question whether these conventions are always the best way of getting the job done, and offer some ideas and insight as to how to break the mould.
Most of the conventions identified in this report seem likely to have been established either through pragmatism or laziness, or both. They characterise conventional - and therefore from the consumers predictable - advertising.
http://www.rab.co.uk/html/pages/res_grammar.htm

Best regards,

Patricia
Selected response from:

Patricia Lutteral
Argentina
Local time: 11:51
Grading comment
This is exactly what I was looking for but couldn't come up with. It fits my context perfectly, and your reference also relates conventions to style (which is what my instincts had told me):

There are clearly apparent conventions in radio advertising. These may be conventions of style (e.g. using music to signal a target audience), or conventions of content (e.g. 70% of radio ads include information on availability). These conventions vary by sector.
There is strong evidence of 'linked conventions' in radio advertising. So when one style is employed it often goes hand in hand with another technical style. For example, 90% of the advertisements which use narration, without characters, avoid humour.

Many thanks for your help, and thanks to everyone else who participated, too.
4 KudoZ points were awarded for this answer



Summary of answers provided
5 +2Standards
Luz Bordenkircher
5 +1styles could work fine or guidelines....why "codes"?
Aurora Humarán (X)
4advertising standards
Sol
4conventions
Patricia Lutteral
3standard
Nikki Graham
2advertising practice
Norbert Hermann


  

Answers


7 mins   confidence: Answerer confidence 5/5 peer agreement (net): +2
Standards


Explanation:
+

Luz Bordenkircher
Local time: 10:51
Works in field
Native speaker of: Native in EnglishEnglish, Native in SpanishSpanish

Peer comments on this answer (and responses from the answerer)
agree  Nikki Graham: sorry, yours wasn't there when I answered
2 mins
agree  Ricardo Posada Ortiz: si
8 hrs
Login to enter a peer comment (or grade)

7 mins   confidence: Answerer confidence 2/5Answerer confidence 2/5
advertising practice


Explanation:
you might be able to use practice here
or policy ??

Just an idea

Norbert Hermann
Local time: 15:51
Works in field
Native speaker of: Native in EnglishEnglish, Native in GermanGerman
PRO pts in category: 4
Login to enter a peer comment (or grade)

8 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
standard


Explanation:
I don't know if this is what it really is, but could they be talking about company advertising standards???

Nikki Graham
United Kingdom
Local time: 15:51
Works in field
Native speaker of: English
PRO pts in category: 12
Login to enter a peer comment (or grade)

15 mins   confidence: Answerer confidence 5/5 peer agreement (net): +1
styles could work fine or guidelines....why "codes"?


Explanation:
Hummyes... “styles” would be fine, or guidelines... though the meaning is that they transmit something that the target can easily decode (or is expected to...)

Hope this helps...
Cheers, Au


Advertising codes provide guidelines for acceptable commercial
messages in print and on radio, television and cable TV networks....


--------------------------------------------------
Note added at 2003-03-20 18:57:37 (GMT)
--------------------------------------------------

Cin:

By \"they\" I meant \"the codes\"....

Adolescents codes refers to the way they get dress, the music they like, their behavior...



--------------------------------------------------
Note added at 2003-03-20 19:01:44 (GMT)
--------------------------------------------------

BINGO!!!!


Cin:

they are also referred to as \"advertising codes\"

http://www.aber.ac.uk/media/Students/lmg9306.html


Jhally, Sut [1987]: Advertising Codes and Fetishism: An Empirical Study
In Jhally, Sut [1987]: The Codes of Advertising. New York : St. Martin\'s Press.

A Review

Merris Griffiths


    Traductora P�blica de Ingl�s. Universidad de Buenos Aires
Aurora Humarán (X)
Argentina
Local time: 11:51
Specializes in field
Native speaker of: Native in SpanishSpanish

Peer comments on this answer (and responses from the answerer)
agree  Tania Marques-Cardoso: Advertising guidelines.
6 hrs
Login to enter a peer comment (or grade)

1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5
advertising standards


Explanation:
... or codes

The Advertising Standards Authority
... Events Adjudications Issues The Codes Annual Report Research ... the Website of the Advertising Standards Authority (ASA). The ... We administer the British Codes of Advertising and Sales Promotion ...
http://www.asa.org.uk •

Sol
United States
Local time: 10:51
Native speaker of: Native in SpanishSpanish
PRO pts in category: 4
Login to enter a peer comment (or grade)

1 day 15 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
conventions


Explanation:
Hi there.

I think "conventions" fits here; not so enforceable as a "code" but complied with, anyway.

These conclusions should give plenty of 'food for thought' to both creative agencies and advertisers alike. By raising these issues and describing the striking conventions which seem to have emerged in British radio advertising, we have been given the opportunity to step back and objectively view the status quo.
This will undoubtedly allow all those involved in the writing and production of radio advertising to question whether these conventions are always the best way of getting the job done, and offer some ideas and insight as to how to break the mould.
Most of the conventions identified in this report seem likely to have been established either through pragmatism or laziness, or both. They characterise conventional - and therefore from the consumers predictable - advertising.
http://www.rab.co.uk/html/pages/res_grammar.htm

Best regards,

Patricia

Patricia Lutteral
Argentina
Local time: 11:51
Native speaker of: Spanish
PRO pts in category: 4
Grading comment
This is exactly what I was looking for but couldn't come up with. It fits my context perfectly, and your reference also relates conventions to style (which is what my instincts had told me):

There are clearly apparent conventions in radio advertising. These may be conventions of style (e.g. using music to signal a target audience), or conventions of content (e.g. 70% of radio ads include information on availability). These conventions vary by sector.
There is strong evidence of 'linked conventions' in radio advertising. So when one style is employed it often goes hand in hand with another technical style. For example, 90% of the advertisements which use narration, without characters, avoid humour.

Many thanks for your help, and thanks to everyone else who participated, too.
Login to enter a peer comment (or grade)



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