Discover our unique approach to transcreation, where each word is meticulously adapted to preserve the deeper meaning while capturing its intended cultural essence. Explore how our team redefines language boundaries, transforming your messages to resonate authentically in each target market.
Professional transcreation servicesProfessional transcreation services
In Western culture, white symbolises purity. In China, the use of white is perceived in a radically different way because it represents mourning. From one speaker to another, or from one culture to another, the references are not the same. While the aim of a translation is to remain as faithful as possible to the source text, transcreation takes into account the cultural and linguistic references of the audience receiving the message. Transcreation thus makes it possible to adapt a text to the audience for which it is intended, so that it is more accessible and impactful and, above all, personalised to suit different linguistic and cultural markets.
What is transcreation?
Transcreation is a word derived from the contraction of two English words: translation, meaning translation, and creation. Whereas translation remains scrupulously confined to the source text, transcreation involves focusing on the message in order to adapt it to the target market, particularly in terms of sensitivities and emotions. The transcreator uses his or her imagination and knowledge of the target audience to make the message more sellable and more personalised. Transcreation requires in-depth linguistic knowledge and solid marketing skills, but also requires knowledge of the cultural references, idioms, vocabulary used by the target audience, and so on. In practice, it’s a question of retaining the tone and style but also, and above all, the intention of the original message and adapting it to a different audience. This exercise in style is part of a commercial approach.
- The benefits of transcreation for your company
Translating your content allows you to arouse the interest of your target audience by offering them a message in their mother tongue. This is because users are, for example, more inclined to purchase from a site written in their own language. Transcreation goes beyond simple translation. By adapting your text culturally, transcreation allows you to reach your target audience more effectively, which encourages consumers to buy locally. By customising the presentation of your products or services to suit their culture, your audience will be more easily won over and convinced of the quality of what you’re offering. Transcreation can also give you the opportunity to move into promising markets and therefore develop your business around the world. Investing in transcreation of your content also allows you to stay competitive and position yourself as a market leader compared to companies that don’t make this investment. Ultimately, it boosts your company’s credibility and success.
Areas of application for transcreation
Swisstanslate offers reliable transcreation services for all your content (print, online, video, etc). Transcreation has a wide range of applications, but they are all grouped around the themes of commerce, marketing and advertising. Transcreation can be used to reach the target audience more effectively, and to make the message more powerful, while respecting core values and identity of the brand. In particular, e-commerce sites need to be adapted so that each consumer can access the site in their mother tongue. Linguistic differences are not the only factor to be taken into account. For example, there are differences between American English and British English, with different vocabulary and variations in punctuation and spelling; the same goes for Canadian English. French and Quebecois, despite having two French-speaking populations, also do not have the same vocabulary. Transcreation is also preferred for film productions. Film names can be simply translated, or adapted to best reflect the meaning of the film for the target market. The content of the film can also be adapted, for example by changing the original currency to the local currency. In the case of the American Spider-Man, Indian audiences benefited from a transcreation making the Spider-Man character more relevant to the Indian market in order to establish a deeper emotional connection with Indian readers and thus sell more comics. The clothes have also been adapted, as have the settings, as Spider-Man can be seen alongside the Taj Mahal. The last example where transcreation is essential is advertising campaigns. Adverts, and more generally marketing content, need to be transcreated in order to offer the target audience a message that is both meaningful and personalised. The benefits for one audience are not the same as for another, just like cultural references. An advert that is simply translated runs the risk of completely missing its sales objective.
Swisstranslate’s team of qualified transcreators
In order to guarantee you high-quality transcreation, Swisstranslate only works with qualified and experienced linguists. First and foremost, these have confirmed linguistic skills. Native to the target country, they know all the workings of the target language inside out, and are able to understand wordplay, hidden meanings and the author’s intentions. The fact that the target language is their mother tongue also guarantees that they have a vast cultural knowledge of the target country. They know the customs and habits. Our linguists are therefore able to adapt their text to the specific culture of the country in order to promote local consumption. Excellent command of foreign languages is not the only skill of our linguists. Indeed, they also possess creative skills essential to the transcreation process, as well as honed skills in writing advertising and marketing content. Swisstranslate’s qualified linguists guarantee high-quality transcreation. Poor quality transcreation can damage your company’s image and reputation. It can cause misunderstandings, cancel an advertising campaign, or even offend your audience. With the linguists at Swisstranslate, you can be sure of receiving a quality service!
Trust Swisstranslate for your transcreation project
For nearly 10 years, we have been assisting our clients with all their language projects and working with them to create tailored solutions, adapted to their needs and requirements. We would be delighted to work with you on your project. Send us an email about your project, specifying your field, subject area, source and target languages, deadlines, reference documents; we will send you a quote as soon as possible. We will then assign your project to a qualified linguist, who will guarantee you a transcreation of flawless quality. We can also arrange a meeting to better understand your request and your requirements for your project. Moreover, after delivery of the document, we remain at your disposal for any changes or questions until you are fully satisfied with the final delivery. All you have to do is contact us!
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