(Newswire.net — January 27, 2021) — It’s important to choose your words carefully. But some people focus on words a little too much.
Companies spent 45 billion dollars in 2020 on translation services. As businesses grow more globalized, they need more documents to be translated into different languages.
But translation isn’t always ideal. Languages are based on words, customs, and values. A word-to-word translation may make a marketing slogan understandable, but it doesn’t capture the core message of the words.
Transcreation respects that core message. But few companies know what transcreation is. Here is a quick guide.
The Basics of Transcreation
Transcreation is a recreation of language that is tailored to a specific culture. A marketing slogan like “move the world” may not make sense to someone who is not an American. They may take the slogan literally.
Transcreators rewrite the slogan so it makes more sense. They start with a creative brief. The client provides this brief, detailing what they want to capture in their material.
The transcreators then produce materials in the other language. These materials have similar messaging, but they are not identical to materials in the original language.
Some transcreators have experience translating documents, but they are mainly writers. They are copy or content writers who know how to produce evocative sentences.
Many transcreators have marketing experience. Transcreators research their client’s industry, brand, and target audience. They produce multiple drafts of material to ensure their copy is catchy and appealing.
Some transcreators consult on graphic design. Different cultures view colors in different ways. They can tell you what colors mean what and which colors you should use in your designs.
Every transcreation company offers its own services. The best way for you to understand what transcreation is is to research a company. Check it out!
Transcreation vs Translation
Transcreation is best for creative and marketing copy. It endows copy with emotions that are lacking in a word-for-word translation.
If you have an instructional or informative text, you should use translation. You don’t need the skill set of a transcreator for an encyclopedia article.
If you need technical skills in multiple languages, you should also hire a translator. They have experience in linguistics that a transcreator does not have.
Transcreation is more expensive than translation. Most translators have by-the-word fees, while transcreators have by-the-project fees. Transcreators provide more creative services than translators, which drives their prices up.
With transcreation, you cede a degree of artistic authority. If you want to maintain control, you need to write a very specific brief. But you need to give room for the transcreator to build on your company brand.
Create the Right Way
Translation isn’t perfect. Transcreation for businesses provides a lively marketing campaign for another culture. Transcreators examine a company’s brand and brief. They produce copy that fits the brief and matches the values of another culture.
If you want to translate a creative or marketing text, you should hire a transcreator. If you have an instructional or technical text, you should hire a translator.
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