The proverb As the manners, so the language also applies to marketing communication texts.
You have coherence problems with your translations?
Our Transcreation Service: the garantee of your success abroad.
What is it?
Publicity texts require more than a standard translation. In order to optimise the impact of your message in foreign markets, your marketing strategy must be linguistically and culturally adapted.
Too often the providers of linguistic services do not take these factors into account and deliver standard translations that have not been linguistically or culturally adapted.
The result is clumsily formulated marketing publications and the incorrect interpretation of messages, possibly leading to a loss of market share and harm to the image of the company’s brand.
The adept use of technical terminology, corporate wording andcreative wordplay, which exploits for example assonance or alliteration, require cultural and linguistic immersion in the target market.The transcreation process enables the transmission ofnuance, tone and meaning of your texts, creating a final version that is perfectly adapted to the target culture without sacrificing any of the impact of the original message.
The interpretation of original versions for specific markets must be based on a transcreation approach rather than simple translation, as all the cultural aspects specific to a given country must be retained and automatically taken into account in the adaptation process.
Examples of culturally specific communication elements
- Language, terminology, wording
- Language and style
- Format and layout
- Symbols, colors, illustrations, pictures
- Culturally specific text types
- Typeface and typograph
- Structure and density of information
This service embraces editing and transcreation, with successive refinement at each stage of production.The methodology employed in transcreation is similar to that used by publicity agencies in producing the source text,and all of it with a view to obtaining the desired effect in the target language.
Each project is managed by translators who are native speakers of the target language (native speaker principle) and revised by several proofreaders (dual control principle).
SemioticTransfer AG plays an integrative role at the nexus of an international network of communication professionals, whose commitment and closeness to the respective end markets are the keys to providing a high quality service.