Transcreation Applications
Transcreation delivers engaging advertising, marketing, promotional, or brand-related communication within the context of the local market. Effectively, as your preferred transcreation agency, we rewrite your original copy to make it fit for your local target readership.
Transcreation can be a great alternative to translation for:
- Advertising campaigns
- Branding campaigns
- Web copy
- Corporate communications
Advantages of transcreation
Transcreation allows your brand to belong to every country, to every language. It helps you avoid marketing blunders, cultural snafus or causing offence.
Transcreation ensures your original content resonates with your target readers and packs a punch, no matter what language they speak.
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Dialogue Translation Estimator
Economy Class
Machine translation with proofing & editing by a human translator. For getting the gist and for internal use only. Recommended as a quick and cheap way to get key information, but not for external use as unpolished. Find out more
Business Class
Full translation, plus proof check e.g. reviewing numbers and formatting but not proofing the accuracy of the translated word. Project managed to ISO 17100:2015 standards. Recommended for internal documents. Find out more
First Class
Full translation, plus in-depth proof by 2nd translator, and final proof check by 3rd linguist. Project managed to ISO 17100:2015 standards. Recommended for external use (websites, contracts etc). Find out more
Total Summary
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How do I translate advertising copy?
There are three options when you are looking for services in this field.
Translation converts a text word-for-word into the target language, leaving cultural references, names or metaphors relatively unchanged.
Localisation translates into the target language but making idioms, names or local references culturally relevant and appropriate for the target audience. This may mean the translation is not necessarily word-for-word but is completely fit for purpose, audience and culture.
Transcreation takes the overall message of the source text and transfers it into the target text whilst maintaining the purpose, style and tone, but not necessarily sticking strictly to the English source text.
Transcreation evokes the same emotions and reactions from the reader of the target text as from the reader of the original. The transcreator may stray from the English source text to convey the message more appropriately in the target language. It’s a far more creative process by definition and is more liberal in its content. It focuses on the response you’re aiming for and finding the best way to recreate it in another language and culture. Slogans and puns require some kind of transcreation.
Levels of Translation
Look at this text from an article from the web. Then look at the different options available for translating it. Hover over or click the coloured words to see explanation on what is good or bad about this translation method.
Text to be translated:
Is it just another fashion accessory or statement to bring Fido, Freddie and Fluffy into work?
Scientific studies suggest otherwise, which support the belief that the presence of a dog at work is anything but fanciful.
Automated Translation – by Machine
Est-il d'un autre accessoire de mode ou l'énoncé d'amener Fido, Freddie et de moelleux dans le travail ?
Des études scientifiques suggèrent autrement, qui appuient l'idée que la présence d'un chien au travail est tout sauf raffiné.
Basic Translation
– by Human Linguist
Est-ce que ramener Fido, Freddie et Fluffy au bureau est juste une question mode ?
Des études scientifiques indiquent qu’au contraire, la présence d’un chien au bureau est tout sauf fantasque.
Localisation
– by Human Linguist
Est-ce que ramener Rex, Snoopy et Max au bureau est juste une mode ?
Des études scientifiques indiquent qu’au contraire, la présence d’un chien au bureau est tout sauf fantaisiste.
Transcreation
– by Human
Linguist
Est-ce que ramener Rex, Snoopy et Max au bureau est comparable à s’acheter un sac, une robe ou des chaussures à la mode ? ALSO La réponse est non.
En effet, des études scientifiques ont démontré que c’est tout sauf fantaisiste!
And it doesn’t stop there…!
Where creativity is allowed, our linguists can often offer different versions of transcreation depending on your requirements and stylistic preferences. As the client, it is entirely up to you to select the requirements that are best suited to your brand. If you do not speak the language, our linguists will be more than happy to select an option for you, keeping in mind your products and target audience.
Sometimes advertising copy, branding and the corporate message needs more than translating. They need re-creation for the local audience. Transcreation requires imagination, flair and creativity from a copywriter but based around the target language and, as importantly, the target culture. It goes a step further than localisation as it is a far more ‘collaborative’ approach between the transcreation agency and you as the client.
Why use Dialogue as your trusted transcreation agency?
Transcreation allows your brand to belong to every country, to every language. It helps you avoid marketing blunders, cultural snafus or causing offence.
Transcreation services help you avoid these issues, and instead make sure your original content resonates with your target readers and packs a punch, no matter what language they speak.
We have used Dialogue Language Services for several years & would highly recommend them. They are always very helpful and I was kept informed at every step of the translation of our documents. They offer a very quick and professional service.
I used the services of Dialogue to help us in the transcreation of bespoke social copy (not an easy task to get right!), as part of an international online content series between a major rights holder and one of their principal sponsors. The nature of the task required swift cooperation and turnaround. Dialogue were brilliant in advising me on timings for each stage of the process, from the initial briefing right through to final delivery of the transcreated copy!
Everything looks great, thank you for the fab, speedy work! Everything went smoothly and quickly and the team worked around our company’s awkward budget policy! 10/10 would recommend!
Transcreation FAQs
We recommend transcreation for heavily creative content; e.g. if you need to adapt an advertising slogan, image or brand to work effectively in new markets then this is the way to go. It is the adaptation of text and images not just into another language but for another culture.
Transcreation is charged on an hourly basis (from £60 an hour) as adapting branding/slogans/creative content will depend on the complexity of the brief. You will be given guidance on costing at the briefing stage.
Transcreation involves the adaptation of creative content for a different country and culture while copywriting is the generation of new creative content from scratch.
