Golden Rule #7

You should not (merely) translate.

The Golden Rule #7 “You should not (merely) translate” alludes to the need for transcreating content when the standard approach to translation is unsuitable.

Professional transcreation ensures that a product or service strikes a chord with consumers’ hearts and minds. Transcreation begins where translation ends.

Goldene Regel 7

Translation and Transcreation

According to ISO 17100 (the “four-eyes principle”) or ISO 18587 (post-editing), translation is the most expedient approach. Depending on your requirements, both of these solutions can meet content demands.

For handbooks, operating instructions, and contracts, the most important requirement is conveying the facts 1:1. This type of content does not place as high a value on style and linguistic flow, and even less on your expert use of synonyms for a varied vocabulary.

Promotional and marketing content, is, of course, a completely different beast. The reader expects to read a fluid, varied text that immediately grabs their attention and is in line with their attitudes and aspirations.

A fluid style is central to creating copy that is exceptionally readable. But that’s just for starters. Cultural differences are an important factor in both attracting the consumer’s attention, as well as persuading the potential buyer (or future client, or business partner).

These differences can be as subtle as they are substantial. As a banal example, let’s consider a German car buyer who mainly attaches importance to quality and pure performance. An Italian buyer, on the other hand, who absolutely values German quality, generally pays much more attention to design and driving pleasure when making a purchase decision.

TRANSCREATION begins where translation ends.

So, what exactly is transcreation?

Transcreation is the translation of advertising copy into another language. It takes cultural differences and context into account.

Transcreation copywriters need to translate existing creative copy into another language in such a way that it imparts the same information and sparks the same emotional reaction as the source. It should also convey the same creative concept.

Transcreation is more complex and more challenging than conventional copywriting. In addition to executing the translation itself, transcreation copywriters must go through the same strategic-creative process as the original author.

  • It requires the highest possible level of inter-cultural skill.
  • Accuracy is the most basic requirement for the transcreation process.

Professional transcreation words the copy so that the advertised product or service is put across in such a way that the very essence of the message inspires the consumers’ hearts and minds.

In general, all types of copy that relate to a company’s image (popularity and awareness) and turnover (sales figures), should be transcreated. The question you should pose is pretty simple:

“Does the copy have an impact on the brand’s image?“

Transcreation is a decisive option for the following types of content:

  • Press releases about new products/services
  • Corporate brochures
  • Corporate magazines
  • Internet presences/websites
  • Commemorative or anniversary publications
  • Communication of the company in social media
  • Advertising shots/mailings
  • Internal communication/employee newsletters
  • Magazine articles
  • Job Ads/Cv’s
  • Marketing copy that is integrated into technical content
  • Presentations, speeches

Our project managers examine all content, and advise you on a case-by-case basis.

We developed LoLa  for top-class transcreation. LoLa is only available through us. You can read more about LoLa here on our LoLa web page.

VERY IMPORTANT: No transcreation without (a thorough) brief. Contact us!

The Golden Rule #7 “You should not (merely) translate” alludes to the need for transcreating content when the standard approach to translation is unsuitable.

Would you like to discover more about the innovative translation management process that makes DIE ÜBERSETZUNGSAGENTUR one of the leading language service providers?

Our INFO CENTER has posted a wide range of articles here to make your life easier.

Also, you can simply book a CONSULTATION with Christian Faust and discuss suggested solutions for your specific needs, in person.

Book your consultation with Christian Faust now.

Christian Faust

EXPERT TRANSLATOR

Christian is a state-certified expert translator and has been working as a freelancer in the translation industry for over 30 years.

His clients include well-known companies in commerce and industry, all of whom rely on his expertise and experience.

His passion is to leverage innovation in the translation industry and create valuable services that benefit his clients. He did exactly this when he developed LoLa, MAeX® ️ & CO.

He particularly relishes hearing the words: “We always do it that way!” in consultations. 😅

Fachübersetzungen sind Vertrauenssache. Know-how, Erfahrung und Innovation machen den Unterschied. Es geht darum, was du wirklich brauchst.

Ich freue mich auf unser Gespräch.

Fachübersetzungen sind Vertrauenssache. Know-how, Erfahrung und Innovation machen den Unterschied. Es geht darum, was du wirklich brauchst.

Was hältst du von einem Meeting, um deine besonderen Erfordernisse zu besprechen? Das Meeting mit mir vereinbarst du ganz einfach über den Button.

Ich freue mich auf unser Gespräch.

Mehr Know-how
Our Team

We're always there for you. Confidential, personable and reliable, as if you're collaborating with your colleagues in the office next door. Yet, with scalable resources and no downtime. In short: "It's like having an in-house team, only better."

Mehr endecken