Do you need a translation but require it tailored to a specific sector, industry or even country?
What you want is transcreation, or creative translation. Imagine a translator and a copywriter in one happy package. Creative translation and marketing go hand-in-hand, and for one good reason: it works.
Translation (and therefore your translator) is judged on its accuracy and faithfulness to the original text. Good translators don’t just translate, they read, research and cross-reference to validate their hard work.
Transcreation, however, is judged on the impact and emotional pull it has on its target audience. Good transcreators also read, research and cross-reference, respecting aspects such as the culture, heritage and values of the target language. Then they get creative, to deliver the message in an engaging and effective way.
The aim of transcreation is to take the context, emotion and style of the original text and reproduce it in another language or for a particular specific market. As a result, transcreation is fundamental in international marketing. If you don’t believe me, just think of those poor marketing people at Chevrolet who couldn’t understand why sales of the Chevy Nova were so slow in Latin American countries. Then a transcreator came along and kindly informed those confused marketing people at head office that “No va” in Spanish means “Doesn’t go”. Not exactly confidence inspiring when you’re about to buy a new car.
When it comes to international marketing, don’t just translate it, transcreate it.
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