When translating for conventional advertising campaigns, slogans and claims, one aspect becomes even more essential: it is necessary to obtain the best possible rendering, focusing on the essence of the source text and grasping its nuances.
The same applies to the translation of online advertising campaigns and posts on social networks. It is important to note that it is often impossible to literally translate words and phrases from the source language. The objective is therefore no longer a simple translation, but a transcreation: in addition to the right language, it is necessary to achieve the same emotional impact as the original text, while maintaining its strength and effectiveness.
In this case, the contribution of a professional, native speaker translator is remarkable, as he or she knows how best to render a concept in his or her own language, adapting the translation so as to convey the right message and retain the same emotion of the original text.
To perform this task, it is also important to have a clear understanding of who is delivering the message. The culture, the target audience, the specific language and the kind of relation with the recipient. This is why the adaptation of the text is always complemented by research, glossaries and, especially for new customers, an ongoing dialogue.
Here are some examples of content for which transcreation is appropriate:
- Posts on social networks
- Online advertising campaigns
- Leaflets and brochures
- Texts for TV or radio commercials
- Product claims and slogans