Transcreation — authentic and culturally appropriate translations for your target markets
Are you looking to enter a new market and need something more than a straightforward, linguistically correct translation? Are you looking to guarantee that specific groups and cultural aspects are also considered and that the translated text is adapted accordingly, if necessary? When product texts are translated for the purpose of entering new markets, it is often not enough for the translation to be linguistically correct. Nearly as important is the text's adaptation to the target country and/or the target group — what works well in Germany, for example, might not in India.
How does transcreation work?
In transcreation, the emphasis lies not so much on the literal transmission of individual sentences from the source language into the target language, but rather on the adaptation of the message and general emotion to be conveyed. This process is referred to as cultural adaptation, or transcreation. When transferring a text into the target language, cultural and geographic characteristics specific to an intended audience are given special weight. In the food industry for example, a majority of many countries' populations follow religious dietary restrictions.
Examples of successful transcreation
Religious and cultural traits affect other areas of life, too: In Eastern Asia, for example, there is a widespread belief that certain numbers will bring misfortune. During the transcreation of a catalogue text then, these numbers would be replaced by others. Puns, idioms and jokes rarely have a one-to-one translation. A translator specialising in transcreation has a special talent for transferring these turns of phrase into the target language in such a way that they are understood by the target audience, eliciting the same feelings they did in the source language. This applies in particular to product names, claims and slogans that are either difficult to express in the target language or may already have a meaning.
Who will transcreate my text at 24translate?
Our transcreation experts are specialist translators with excellent linguistic and cultural skills, a deep knowledge of target markets and a talent for copywriting. Based on the information provided about the product and target audience, they will create a text in the target language that successfully conveys your intended message, paving the way for a successful market entrance.
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