Vorsprung durch Technik

Posted by GPP on September 12, 2003

In Reply to: Vorsprung durch Technik posted by GPP on September 12, 2003

: : Hi!

: : I am not quite sure about the tranlation of "Vorsprung durch Technik". Does 'Progress through technology' imply a lead in comparison to competitors?

: : Maybe "Advance" would fit better than "progress".

: : The origin could also point out that it was/is used by Audi.

: : Martin

: If this is for a slogan, Progress seems much better than Advance. But no, 'progress' doesn't imply an advantage over competitors. What does, though, is your own word: Leading Through Technology.

You'll notice that I changed your noun Vorsprung to a verb form, which in itself makes a better slogan, at least in English. The problem with 'advance through technology' is that the 'advance' is interpreted as a verb, and conjures up a picture of someone 'advancing through' something called 'technology', as though 'technology' were a thicket that needed to be hacked through with a machete, or something. 'Progress' can also be a verb, but isn't usually interpreted as one, so if you need a noun, I would stick with 'progress'. 'Lead Through Technology' doesn't work at all.