Today, translation is often seen as a straightforward process of transferring words from one language to another—what we call literal translation—rather than as a creative endeavor. This perception has led to the widespread adoption of the term “transcreation,” which provides a more accurate description of what translators actually do on a daily basis. So, what […]
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Tag: #transcreation
The Do’s and Don’ts of Transcreation
Unlike straightforward translation, which focuses on converting text from one language to another, transcreation involves adapting a message so it resonates with the target audience while maintaining the original intent, tone, and style. It is a delicate balancing act that requires both linguistic prowess and cultural sensitivity. When done right, transcreation can bridge the gap […]
Transcreation: What It Is and How to Use It
Translation as a creative process is a concept rarely mentioned these days. When discussing translation, people usually tend to only think about literal translation, which is based on the mere transfer of words from one language into another. Due to this simplistic approach, in recent years, the term “transcreation” has gained popularity to mean a […]
Translation in Advertising: Choosing the Right Messages
In Chinese, “bensi” means “rush to die.” Mercedes Benz chose that word a few years ago to enter the Asian market. Although the mistake was quickly solved by the brand, other companies — such as Coca Cola, Pepsi, Audi, Dolce & Gabbana, Nike and Heineken — suffered the consequences of a poor translation applied to […]
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