Transcreation – authentic and culturally appropriate translations for your target markets
Are you hoping to enter a new market and a direct, accurate translation is not enough to meet your needs? Would you like to make sure that aspects specific to your target group and cultural considerations are taken into account, and the text in translation is adapted accordingly? Where product texts are to be translated to develop new markets, an accurate translation will simply not be enough. The adaptation to the target country and the target group will be very nearly as important as the translation itself. A slogan that works well in Germany may well alienate your customers in India!
How does transcreation work?
Transcreation does not supply a sentence-by-sentence translation from the source language to the target language; it focuses on the adaptation of the message which is to be delivered, including the associated emotions. This is known as cultural adaptation or transcreation. Translating a text into the target language takes into account aspects specific to the target group, which usually involves cultural and geographical considerations. For example, translations related to food will need to consider the special rules and religious customs around eating which are followed by majorities in many countries.
Examples of cases where transcreation is advisable
Religious and cultural aspects affect many areas: in parts of East Asia, say, superstitious beliefs are attached to particular numbers. During transcreation, such numbers will be replaced by others. Plays on words, figures of speech and jokes usually cannot be translated literally. Translators who specialise in transcreation are skilled in transferring these to the target language so they are not only understood but tap into the same emotions engendered by the source language. This particularly applies to product names, claims and slogans that are hard to pronounce in the target language or carry an unintended meaning or association.
Who will transcreate my text?
Our experts in transcreation are specialist translators with an outstanding knowledge of their language and culture, an intimate familiarity with the target markets, and specific advertising writing skills. Using the information you provide about the product and the target group, they will adapt the text in the target language in a way that carries the desired message effectively and ensures your successful entry to the market.
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