In a world that is increasingly globalized, creative translations or “transcreation” as we often refer to it in the translation world, becomes a necessity. Today, companies are faced with the challenge of overcoming linguistic and cultural barriers to promote and sell their products or services amongst different cultures and in multiple countries.
How do we translate descriptive brochures, invitations, slogans, catalogs, product sheets, or web content? How do we attract our readers, all while being convincing and preserving the companies’ communication styles? How do we succeed at this? Without a doubt, it is no longer enough to transcribe and simply deliver the same message in a different language, which would mean going the easy route and translating word per word. It is equally important to adapt each word and redesign the content to convey the message in a culturally relevant fashion, in other words, taking into consideration regionalisms, and local linguistic flavors, all of course without altering the meaning of the original message. Additionally, it is also important to determine our target market and understand if it’s a younger audience, or older, or a more academic crowd and so on.
As so, this task does not only imply translating, but also recreating the message by withdrawing yourself from the original text, analyzing it and reconstructing it to evoke the same message all while using appropriate vocabulary that suits our audiences, and a more fluid, adapted and ingenious writing. If we keep all this in mind, then it is essential that the translations agency and the resources involved, have a clear understanding of the target market.
courtesy of trustedtranslation
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