Transcreation

A question of culture!

When translating, it is essential to translate the statement of the original text into the target language. In the case of texts that are strongly influenced by culture, the question arises as to whether the translation should take up the identity-forming elements that apply to the original text. This question arises particularly in the case of portraits of people or descriptions of companies.

Are they perceived as part of culture, i.e., closely linked to their region, the country and its figures and stories, and do they in turn have an identity-forming meaning? Or, on the contrary, the reference to the chosen target language is to be created and anchored in the cultural understanding associated with it - which is often important for texts from advertising and marketing. Because these messages are often intended to establish a direct proximity to the target audience.

Adaptation meets creation

Finally, this important translation step can, should, and must even be carried out during transcreation. This is where the editorial and creative strength of the translator comes in!

An exact briefing is critical to delivering this editorial and creative translation work. Where should the text be used - possibly in combination with a selection of images adapted to the respective cultural understanding? What should be conveyed? What is the message supposed to generate? What should stick in the mind? What to avoid?