Is current academic teaching aligned with real-world challenges?

Over the years, I have been approached by academics telling me that what I present as transcreation is really nothing else than what they teach as translation. What they do is basically tack the translation label onto any type of work that in some way includes a source and a target-language text. Which, in my experience, is not a good idea. “Why? What’s the problem?” you ask.

Why invest in a transcreation workshop?

My workshops may be more business-focused than some expect when they sign up. Yet I often get feedback, sometimes even months or years after a workshop, where participants tell me they still use the material they got in my workshop, and how helpful it has proved over time. They have come to realize that the business side of transcreation is much more complex than they originally thought.

Dare to condense

In this blog series, I am planning to post a variety of transcreative techniques over time. This is one of them. I call it:

Dare to condense

In transcreation, the draft translation process often leaves the target copy longer or a lot more convoluted than the source text, sometimes significantly so, especially when you translate from English into other languages. Consequently, we need to make an extra effort to cut, condense, and rewrite where possible and necessary.