Transcreation: what is marketing translation?
What is Marketing Translation?
Globalization
played a great role in enlarging horizons of marketing sector. Globalization
broke down the gaps or its borders between countries and extended the reach to
international clients or customers. A lot of business has gained its access to
different yet larger markets which led to increased sales. However, a lot of
businesses still face difficulties when it comes to localizing or translating
their advertising or marketing contents into different target languages. So,
what exactly is marketing translation?
Marketing translation goes beyond direct
translation as it involves transcreation
Transcreation
is a combination of ‘translation’ and ‘creation’. Transcreation does not focus on
words to convey messages, rather it involves recreation of original text in a
new language while maintaining the intention, original style or the tone of the
text. It includes idioms, slangs, and other cultural and social aspects of
target languages.
Transcreation includes
linguistic ability but also creative aspects. Due to its natural
characteristics, transcreation is often used in marketing departments. In order
for businesses to focus on its brand or products, having creative marketing
content is crucial when attempting to reach out to global audience with different
cultural backgrounds. Creating an ad copy is the most important role for many
marketing departments, and in order to do so, they often hire translation agencies
to make a whole new copy in the target language. As advertising copies need to
have idioms, slangs or even puns, the main idea of it is to not translate texts
literally.
Transcreation is a better option for website translation
Even to launch
a website, transcreation takes in place. Rather than simply translating into
another language, transcreation is a better option for website localization. Slogan
is a good example for transcreation. Transcreators must have good understanding
of cultural contexts in both languages and they need to be able to recreate the
feeling you are trying to portray to different target audience. For businesses
to successfully launch new product or even a website to foreign markets,
transcreation is needed.
At I’M
Translation, we not only have transcreators but also SEO copywriters who are
expertise in website localization. In the hands of SEO copywriters, creative
words or slogans help businesses to connect better with the new target
audience.
Transcreators or copywriters at I’M Translation are
able to translate the following:
All of our
transcreators and copywriters have access to translation memories,
dictionaries, and terminologies, ensuring that even the most complex projects
are translated accurately and consistently.
A business
confidentiality and corporate nondisclosure agreement binds all I'M Translation
translators. I'M Translation takes security and confidentiality extremely
seriously. Our translators are attentive to the nature of the industry and
treat all confidential documents submitted in conjunction with each project
with the utmost respect. Visit us at www.imtranslation.com
and www.isiskorea.com/eng to request
a free quote. Thank you!
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