When it comes to the translation of advertising, websites, flyers and anything implying not only another language but also changed cultural conditions and contexts, transcreation is the key.
Transcreation can be defined as transferring meaning into a foreign language without losing the style, tone and more importantly the emotion evoked by a wording in its original version.
But what exactly is the difference between translation and transcreation?
Most simply explained, a translation is a transfer of information into a target language. In this process the original meaning is kept and currently expressed in terms of form and grammar.
Transcreation is different. A simple slogan or text is translated while taking into account the emotional aspects mentioned above in such a way that the actual source wording can hardly be traced or guessed, simply: the very concept has been transferred. This means that the message is adapted to different cultural scenarios. It is amazing to understand how this shift in the approach triggers the same emotions and perceptions in different countries.
The Challenge
Tailoring the text to different cultural needs entails great challenges. And considering marketing aspects all the more so.
Nevertheless: Through such a challenge you get to know the individual impressions and emotions of your target group. You grow into it, so to say. And this growth can be reflected by transcreation in the most diverse countries, as the actual brand image is not watered down or altered in the process. On the contrary. The fun of translation is reproduced in such a targeted manner that the "image" factor is kept intact for the consumer. In other words, marketing aspects and customer satisfaction are completely covered.
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