Welcome to the world of transcreation, this exists when the two worlds of marketing copy and translation collide…
There is no easy way to use standard language to make your message relevant in different languages, and it is not always easy to figure out what may lead to confusion in other countries. It is therefore a good move to involve a professional translation company right from the start.
Marketing copy tends to use colloquialisms and will often try to shorten the meaning into just a few words. Taglines can be very tricky, and it is difficult for a translator to convey the same thing in just a couple of words or phrases.
The key to a great transcreation project is all in the project brief. There must be a clear vision from the start what identity and message needs to be captured. If you use colloquialisms or local slang, it is always a good idea to include accompanying notes for the translator, explaining the sense behind the phrase. Also, remember that industry or company terminology may not always translate easily into the target language.
Transcreation goes beyond just the words. It is important to check all imagery for its cultural sensibility. The most carefully worded campaign can fall flat if the imagery is unsuitable for the target audience.
For transcreation and marketing copy, Eclipse can provide you with an experienced, professional translator or in some cases a copywriter to help guide you through the process and ensure you capture the correct message.