Transkreation benötigt man nicht nur in der Werbung, sondern im Grunde immer dann, wenn ein Text in einer anderen Sprache inspirieren und motivieren soll. Wann immer eine Botschaft wichtig ist und aufgrund kultureller Unterschiede teils umfassend adaptiert werden muss, ist Transkreation im Sinne des Transkreations-Kontinuums gefragt.
Traditionally, translation used to be defined as the art and skill of understanding nuances in a source-language text and transferring these nuances into a target-language text. In line with this definition, given the rather large variability in terms of how well this transfer was executed, the translation market was divided into a bulk market, where…
Transcreation is a holistic service that spans an entire continuum. The Transcreation Continuum — a concept developed by Nina Sattler-Hovdar.
More and more marketers seem to understand that they need to rethink their translation processes when it comes to marketing and sales collateral.
Due to the great feedback I got on a series of client-transcreator dialogues that I wrote on LinkedIn, I am posting the five-week series here for anyone wanting to re-read them in full: WEEK 1: FIRST CONTACT — THE BIG REVELATION – I‘m a transcreator. – Say WHAT? – A transcreator. You know, someone…
In my workshops (and elsewhere) I always insist on the importance of client communication. Meaning: As a linguist – hence, a service provider – you need to be clear and specific in your communication with (prospective) clients.
If you are a buyer of translations, and want those translations to be the best fit for your purposes, there is one thing in particular that you should be aware of: Translations aren’t a one-way street. The better you communicate your needs and expectations, the better you will be served.
Falls Sie als Profi den Asterix-Effekt noch nicht kennen: Keine Bange, das ist keine Wissenslücke. Ich habe die Bezeichnung erfunden, weil sie mir so anschaulich erscheint und eine perfekte Ergänzung meiner Ausführungen zur Bild-Text-Kongruenz in meinem Buch darstellt.
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?
Problems arise when clients request – and pay for – a translation but actually expect something that a copywriter would have written.