TRANSCREATION

You devote a lot of time and energy to creating campaigns and messages at an international level. But if you translate a message literally in a market other than yours, you may ruin your brand image due to being too literal!

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    WHAT EXACTLY IS TRANSCREATION?

    Transcreation is a creative form of translation. As a result, the translator specialised in marketing has much more freedom to move away from the source text and create a new text - one capable of having the same emotional impact on the target readers. Translators who produce this type of translations, in addition to being native in the target language, are also specialised in copywriting.

    THE DIFFERENCES BETWEEN
    LOCALISATION AND TRANSCREATION

    It's clear that there are major similarities between these two types of translation, but some features are key to understanding the differences. Firstly, in localisation, the meaning of content remains the same as the original text, but in the translation process language is adapted culturally to the reader. In transcreation however, the meaning of content may be adapted according to the brand's business and communications objectives. Here, we're looking at translating concepts, ideas, feelings, and reactions for a new audience.

    Another differentiating factor is that transcreation takes into account aspects such as word play and the musicality of the language used. Often this is a case of moving completely away from the source text to create a new piece - one that evokes the same feelings in the target language.

    WHEN IS THE TRANSCREATION SERVICE REQUIRED?

    One of the fields with the biggest need for transcreation is advertising. In this area, we need to go beyond a linguistic adaptation of a text and make sure the message has the same impact and provokes the same feelings as the original, regardless of where in the world the message is received. Because a creative message that works in one country could well be offensive in another, or a literal translation could lose its meaning completely.

    TEXTS THAT USUALLY REQUIRE TRANSCREATION

    Titles

    Film and book titles

    Slogans

    A marketing campaign

    Publicity campaigns

    Websites

    Email marketing campaign

    Advertising posters

    ADVANTAGES OF WORKING WITH AT LANGUAGE SOLUTIONS

    1
    Our professional translators are native speakers specialised in transcreation.
    2
    We are experts in transcreation and digital marketing.
    3
    We have 23 years' experience in creative translation for the main multinational companies in our country.

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