OFT werde ich gefragt, wie ich Übersetzung und Transkreation voneinander abgrenze. Nun gibt es tatsächlich einige grundlegende Unterscheidungsmerkmale, die ich hier erkläre, dennoch lässt sich die Leistung der Transkreation besser anhand des von mir entwickelten Kontinuums veranschaulichen. (For the English version of the Transcreation Continuum, see The Transcreation Continuum.) Schematisch kann man sich dieses Kontinuum…
What can you do when you have a marketing text translated and then realize, upon seeing the translation, that the target text is not at all what you expected?
Why should sales and promotional material be handled by transcreators instead of regular translators?
Problems arise when clients request – and pay for – a translation but actually expect something that a copywriter would have written.
A transcreator needs deep expertise in translation and deep expertise in strategic copywriting. Expertise in both of these fields is indispensable.
Labeling something a marketing translation when you mean transcreation can be highly misleading.
Every translator can be trusted to translate business-critical marketing texts, right?
After all, these are texts that (by their very nature) are easy to understand (mostly, that is). So, how hard can it be to just take those words and translate them into another language? The truth is: It is tricky. There is a lot that can go wrong.
I bet that you have read somewhere that transcreation is a kind of “creative translation.” In fact, judging by Google results, “creative translation” appears to be the most commonly used term to describe transcreation.
Yet “creative translation” is a misnomer. Misleading at best.
What exactly do I mean when I refer to transcreation? What makes it so different from translation? I define transcreation as a unique type of service in the field of multilingual communication.
Some people seem to think that transcreation is a ploy to sell translation by a fancier name, that is, a way to make more money by selling the same product with another wrapping. These people haven’t understood what transcreation is about.
The book will help you get that understanding. If you don’t feel like reading the book just yet, here’s the big-profit making gist: