There are situations where a direct translation is simply not appropriate or effective for transmitting a message across languages. The Ancient Greek term for “translation”, “metaphrasis”, or “a speaking across”, has supplied English with “metaphrase” or a literal, word for word translation. Metaphrase is a term which sits in contrast to “paraphrase”, or “a saying in other words”. Anyone who has ever used Google translate to discover how English songs are translated into foreign languages will know that literal translations can be comically off point.
Often times, a direct translation will not accurately convey your companies message. This is particularly true for marketing texts. Translation is perfectly fine for informative text, but when text is designed to trigger an action from the reader, as marketing text usually is, transcreation is simply a better fit.
Transcreation is the process of recreating precise brand content for multilingual consumption. Standard translation and localization services don’t effectively preserve the creative and emotional intent of content that allows it to best resonate in other languages and cultures. Transcreation adapts the intent of the original text based on cultural nuances, ensuring it will be successful internationally.
Bilingual professionals with marketing experience can take concepts from a source language and precisely recreate them for specified target languages. These in-country experts understand the messages being conveyed and transcreate them with the same impact as the original text. Standard translation doesn’t work for creative marketing content because cultural and linguistic nuances make it difficult to replicate the original content’s true intent.
The key to a transcreation job is the mission brief. There must be a clear vision of what identity and what message should be transmitted.
At Euro-Com International our staff are trained to help you accurately and appropriately transfer your message to different markets, in both visual and verbal terms.