Whether it’s an advertising campaign, a promotion, or a slogan, translating marketing copy is always a creative process. Word-for-word translation is not an option, and a wooden piece of writing will do your brand more harm than good. So you need it transcreated – but what exactly do we mean by that?
Transcreation and marketing
Where translation is concerned, it’s different strokes for different folks. There’s standard translation, and there’s creative translation, and there’s transcreation – but what’s the difference?
Standard translation is fairly literal, staying close to the original while obviously ensuring that it’s well written and easily understandable. This is the best option when the text shouldn’t be changed too much, such as an instruction manual or employment contract. There’s nothing wrong with a straight translation!