Transcreation
What is Transcreation? Translation + Creation
6 Ways Transcreation is different than Translation 1. Specialists Are Writers 2. Starts with a Creative Brief 3. Billed by the Hour 4. Results in New Messaging 5. Creative, Marketing-Focused Copy 6. Involves Advising on Look and Feel
Main Concepts • Words • Ideas • Visuals • Connotation
How is it Used? Idioms • Taglines • General Branding Materials • Humor • Colloquialisms • Wordplay •
Examples
Best Practices Be very clear about your creative concept • and desired outcome for your audience Always make sure transcreation writer • has strong understanding of culture and language Use writers, not just translators • Understand cultural taboos •
Trancreation Trends & Cost Only 4% percent of the language industry • in 2016 30 percent of Language Service • Providers offer the service Source: Common Sense Advisory Time, Coordination, Money •
Discussion
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