Transcreation: why creative adaptation of your message is important
In the literary disciplines and with advertising content, words are a gateway to emotion
If you want every single nuance and idiom of your message to be preserved when it’s translated, ensuring it has the same impact as it did in the original language, you need transcreation. As its name indicates, transcreation involves going beyond literal translation.
Simple translation often isn’t enough to enable a message to resonate deeply with target audiences who speak other languages. Whether due to cultural differences or because there are expressions that lose their meaning in other languages, sometimes it’s necessary to depart from the original text and come up with a more creative translation. This is particularly important in the literary world, in marketing and in advertising language.
Marketing to a global audience
At CPSL, we work with a multidisciplinary team of highly creative professional advertising copywriters with extensive experience in marketing. We can translate not just words, but feelings, ideas and reactions. Transcreating doesn’t involve simply translating words, but putting ourselves in the shoes of the target audience, trying to imagine the impact the message will have on them and to determine whether we have achieved our aim.
FACT: Examples of transcreation are everywhere in our daily lives. Who hasn’t heard of the famous Coca-Cola slogan “Taste the feeling”, which was translated into Spanish as “Feel the taste”? And then there was BMW’s slogan “Sheer driving pleasure”, which was translated into Spanish as “Do you like to drive?”. Sometimes, deciding not to translate can also be transcreation. For example, the McDonald’s slogan “We’re loving it”, or Nike’s famous motto “Just do it”.
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AI / Smart Machine Translation
Always on the cutting edge of technology: AI
If your company needs quicker translation services for high volumes of content, then the best option is to use Machine Translation (MT). The translation times and costs of documents of any kind and extent are optimised using AI.
The finishing touch
When the required level of attention to detail and accuracy is high and when the consistency and quality of machine-translated texts have to be improved, CPSL proposes post-editing as a complement to our translation services. Our expert post-editors review machine-translated documents and enrich them using specific terminology.
All of your content, in writing
When you need a written version of a recording, video, interview or presentation, the best option is a digital transcript, especially if an audiovisual translation of the content will be required later. Our specialist linguists use technological tools to help them produce correct, faithful and accurate transcriptions of a variety of content, preserving accents and dialects.