Transcreation, or creative translation, is the translation of not just words, but also concepts, ideas and messages. It’s a more direct and localized form of translation to arrive at an appealing and suitable message. Transcreation takes cultural customs, vernacular, slang, connotations and colloquialisms into account, making sure the tone and core message comes across to potential clients.
This service is ideal when translating creative brand names, marketing materials and advertisements for a new foreign language market to avoid any mistakes or misunderstandings.
The Importance of Transcreation Services
You can’t always rely on word for word translation to accurately convey a message or idea. Many concepts can get lost in translation, and even worse, poorly done translations can offend or work directly in opposition to the original concept.
There are many examples where translators didn’t pay attention to the cultural connotation of the words being translated. In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi generation” came across as “Pepsi will bring your ancestors back from the dead”. When it comes to brand names, “Traficante” is an Italian brand of mineral water. In Spanish, it means “drug dealer”.
These brand-killing mistakes are easy to avoid with transcreation services. At LingoStar, our specialists will transcreate any type of advertisement, brand slogan or marketing and promotional text.
We take the time to understand your brand, your message, and your target market to craft the perfectly translated message. Contact us to learn more about our services!