Excerpt from an article at State News
Ms. Ballance is an advocate of translation, but in addition to simply translating ads she says marketers need to understand the cultural differences in language. This calls for transcreation.
“[Transcreation is] normally reserved for marketing copy with heavy messaging that does not ‘translate’ simply. It is localization at its best combined with a flair for copywriting,” said Ms. Ballance. “Imagine you work directly for a company that has a new product or service that they wish to launch, and you are charged with creating and manipulating the promotional text that will not only introduce this to the [domestic] audience, but bring it to life and make people really believe in it. It should intrigue them, beguile them and, ultimately, prompt them to buy into the concept. [Transcreation] allows you to reach the audience at an emotional and intellectual level, making the communication both more meaningful and more effective.”
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США
Local time: 12:15
немецкий => английский
This is absolutely true. There is a huge difference between translating a technical manual and translating an ad campaign with pictures.
США
Local time: 12:15
английский => испанский
+ ...
Thing is, it's becoming increasingly rare to be in the secure (and validated) position of having a communication plan... See more
Thing is, it's becoming increasingly rare to be in the secure (and validated) position of having a communication plan to work with, where communication strategy (and its objectives) dictate the campaign parameters, including the limits that separate adaption from "transcreation" and in turn (more or less rectilinear) translation, on the other extreme.
In case of stubborn disbelief, or arguably even rejection, it helps to compare and relate the typical Venn diagrams of the universe > potential audience > target > prospect > consumer to the pertinent cultural modifiers. People have to see the bottom line dollar value of the exercise to "get it."
There are of course occasionally also some products that hardly translate, no matter how you put it, but that's not the translator's problem - that's what the fields of marketing and consumer behavior sciences are there for. The issue here is simply that a marketing communication translation specialist is not a word spigot, but an ambassador. And those deserve professional respect, too. ▲ Collapse
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