Just as we often have to dare to “condense” the target copy (see separate blog post), we sometimes have to dare to “expand” – weave in new information to convey something that is not well-known in the target-market culture.
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.