Have you heard of transcreation but aren't really sure what it is? Well, transcreation, or creative translation or international copy adaptation as you might have heard it be called, is the art of adapting a message from one language to another while keeping the key message, tone and style intact.
And transcreation really is an art. It is a complex process and normally comes with several obstacles to overcome.
How would Cheeky Wipes, an eco-friendly baby wipe manufacturer, communicate internationally with its slogan "Making a bum job better"? Simply translating it would leave its international consumers wondering about such an odd slogan.
The infamous, "A Mars a day helps you work, rest and play" would lose its poetry and rhyme if a literal translation was applied.
These are slogans which require transcreation rather than more straightforward translation and localisation. The transcreation process needs to be carried out by creative copywriters who are, of course, native speakers of the language they are working into.
So when preparing your slogans, straplines and advertising campaigns, consider Comtec's team of international copywriters to ensure the most appropriate adaptation. As part of the service, we will provide a selection of transcreation options for each strapline or slogan and also back translations to ensure you can get a feel for each one.
For more information on our transcreation services, please contact a member of the team on +44 (0)1926 335681 or email firstname.lastname@example.org.
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