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Article: Advertising: Europe gets the right message
- Article from:
- The Independent (London, England)
- Article date:
- February 27, 1994
- Author:
CopyrightCopyright 1994 The Independent - London. Provided by ProQuest LLC. (Hide copyright information)
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IF YOU want confirmation that a unified Europe is a distant
dream you have only to call in at 162 Wardour Street in Soho,
London. There you will find a group of young copywriters grappling
with the problems of adapting advertising copy into six languages.
The idea that advertising agencies need more than mere
translation of their copy is not new. But it took a young
copywriter, Simon Anholt, to transform the idea into reality.
Previously, the delicate task of adapting copywriters' immortal
prose had been left to translators, who were paid a mere pounds 40
per 1,000 words.
Mr Anholt saw his opportunity while enjoying the prize he was
awarded as Young Copywriter of the Year - a tour of leading ...