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3 Things to Consider When Selecting A Transcreation Provider

Localization Francesco Pagano on Feb 18, 2015 3:55:33 PM


Sometimes translation is not enough, when you are editing your content to reach a global audience. We will be frank: languages are filled with nuances, idioms, and cultural references that direct translations may not pick up on. Transcreation may be your best option when customizing your message to reach an audience of a different language.

When Is It Appropriate To Use Transcreation?

You should consider using transcreation whenever you adapt your materials/documents for a global audience. Whenever you are working with nuanced materials and want your message and voice to be understood, like with marketing or product information, transcreation is the right choice.

The main goal of transcreation is to maintain the same intent, style, tone, and emotion of the source material when translating into the target language. Here are three things you should consider when selecting a transcreation provider for your manufacturing project.   

Transcreation Provider Must Be A Content Whiz

A language service provider must be able to comprehend the content on every level to be able to successfully adapt the content to the target language. Transcreation providers must also be experts in the information that is being localized. No matter how well the language service provider knows the target language, if they do not understand the content, the transcreation will not be a success.

Also, If you’ve taken time to have professionals carefully craft your message in your source language, don’t you want professional, experienced communicators to craft your message in your target language? You want professionals who can understand your global campaign while tailoring your message to best connect with local customers.

Transcreation Should Be Performed Only Into Native Language

Communication in a second language, despite how well you may know that second language, never has the same natural flow as communicating in your native language. To maximize success, a native speaker should perform the transcreation.

Transcreation Provider Must Have In-depth Understanding Of Target Market

A good ct transcreation should speak to the heart and minds of the target audience, transcending language, culture, content expertise and writing skills. A good transcreation provider researches and understands the target market and how best to reach them.  A language service provider with knowledge of the target market avoids embarrassing mistakes that may come from not understanding the target audience. A transcreator who knows the target market will also have knowledge concerning the local advertising regulations, media and commercial codes.

iTi Translation Services

Do you have any specific questions regarding the concept of transcreation, or how it works? Perhaps you would like advice on an upcoming project, or simply need some advice. iTi's dedicated and experienced teams offer a wide range of multilingual solutions for domestic and global corporations in a variety of industries. With our expansive resources, you can take advantage of communication services on a global scale, creating, managing, and distributing your content in any format. You are welcome to contact us to request a quote for your CT language translation project.