Posts Tagged

#transcreation

Translation in Advertising: Choosing the Right Messages

What-is-the-role-of-translation-in-the-world

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 advertising.

The localization of advertising material requires special skills, because it involves a unique cultural adaptation to target a very specific market. What strategies should be followed in these cases?

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Literal translation and free translation: which is the best approach?

Literal translation vs. Free translation?

The writer and translator Jorge Luis Borges once said, “each language is a way of feeling and perceiving the universe”. And although the author of El Aleph did not prefer literal translations, he stated that “partial and precious evidence of the difficulties that (the text) undergoes remains in its translations,” he also warned that literal solutions are sometimes just as creative as non-literal ones.

Whether it is literature or any other subject area, the art of translation involves multiple processes in which various issues, both objective and subjective, come into play. And the conversation on whether translations should be literal or free always comes up in the linguistic field. What are the particularities of each?

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Translation in Advertising: Choosing the Right Messages

What is the role of translation in the world of advertising?

In Chinese, “bensi” means “rush to die.” Mercedes Benz chose that word a few years ago to enter the Asian giant. Although the error 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 advertising.

Localizing advertising material involves special skills, because it involves a unique cultural adaptation to target a very specific market. What strategies should be followed in these cases?

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Transcreation: A modern and effective technique to multilingual marketing

#Transcreation: What’s all the fuzz in the #marketing industry?

Although they are related services, translation and creative translation have many differences. Transcreation is especially useful in marketing, as it achieves a creative translation of concepts, so that they reach the target audience with a unique local flavor, tone and style.

What is this technique and why is it important in the advertising and marketing industry?

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