What is Creative Translation? - Creative Word

Creative Translation, or Transcreation, as it is sometimes known, is a vital tool for businesses that operate on a global scale. In a nut shell, creative translation is the translation of marketing materials for international audiences and can include translations for catalogues, smartphone apps, packaging or websites.

Today, many businesses face the challenges of overcoming cultural and linguistic difference in new countries, and varied cultures, when they are expanding into new overseas markets. Translating marketing materials, so that they appeal to new customers, can be a challenge that traditional translation services are not equipped to deal with.

Trying to sell services and products to a global community in multiple languages can be a difficult task to surmount. However, with the right support from your translation and localisation provider through re-designing content, adapting to linguistic variance, and understanding your target audience, will mean that you can successfully transcend these cultural barriers and form a solid, global customer base.

Understanding what creative translation is, and more importantly, why you should it, will help ensure your business stays ahead of the competition and will help to maintain customer satisfaction.

Translation or Transcreation?

Professional translations offer a good foundation when starting to expand into foreign territories. They give a direct, word-for-word explanation of your original text and ensure that your new audience can grasp the basics of your message.

However, for a truly comprehensive translation, it is vital you utilise transcreation alongside your translation service; if your industry has specific terminology, you use lots of colloquial terms, or cultural references in your original content, it is vital you translate your content using creative translation so that your original message can be adapted fully for your target audience.

Businesses that use creative translation are more likely to be successful. Incorrectly translated content, or content that has not been subjected to creative translation, is often perceived as showing a lack of respect for local tradition or beliefs. Factors such as, dialect, culture, comedy, and context are considered within creative translation and will ensure your translation provides the best fit for your new market.

If your message is lost in translation, sales will suffer!

Why use Creative Translation?

Creative translation is a term usually applied within marketing and advertising fields, and refers to the adaption of a company’s ‘message’ from one language (or audience) to another, whilst still retaining the initial message, corporate branding, style, tone and context.

A message that has had a successful creation translation applied to it should still convey the same intent, and evoke the same emotive response within the target audience, as it did in the original language.

Businesses wishing to target new international audiences should consider a creative translation package for all materials from brochures to TV advertisements, as many surveys have shown that customers prefer to deal with a company that ‘speaks their language’ and with which they can communicate directly.

Today’s global economy demands more of businesses than ever before with regard to fulfilling customer’s needs and requirements. A guaranteed way of ensuring you connect with more customers, and earn repeat business, is through transcending language barriers and cultural boundaries by utilising creative translation in marketing materials, promotions and on your website.

Localising your promotional copy for international audiences gives businesses the edge over competitors who may have chosen to utilise a straightforward translation service. Failing to effectively localise your content may lead to misunderstanding, cause offense, or create mistakes in your getting your company message across.

Company branding, tone of voice, country-specific phrases and humour, local idioms and so on, should all be considered when using creative translation services and will ensure your message is appropriate for your target audience.

 

The process of creative translation requires expert linguistic knowledge on the part of your translation team. Choosing a translation company to work with that specialises in transcreation and offers highly skilled, professional translators is key to success.