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Communication Through Translation
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Transcreation:

Add creativity to the localization process

The term transcreation is an essential part of internationalization. The term is usually applied in marketing and advertising when the communication content should have the same impact on the market target as the original content does in the original language.

The term itself was coined in view of the importance to transfer the words to the target language for marketing certain products, such as video games, that require changes in the source texts, the images and occasionally even the entire story, to achieve the same impact in various cultures. The message conveyed must be appropriate for the target culture.

The idea, therefore, is the creation, actually creative writing, hence the origin of the term as a combination of the words translation and creation.

Transcreation in the biomedical industry

Certain kinds of texts require more transcreation than others, for instance, a technical text usually contains few cultural referents or nuances, and its linguistic style is usually not complicated; however, marketing materials may contain all these aspects, greatly complicating the direct translation process. The translation of this type of text requires considerable creativity and, therefore, FiTranslation has professional editors who can add the bit of creativity needed in these translation projects.

In the medical or pharmaceutical sphere, recommendations about the foods that may or may not be eaten in the case of certain illnesses or treatments could vary substantially between cultures. Another aspect where transcreation can play a sometimes sensitive role is in drugadvertising. The legal or cultural aspects of the target country for the product can heavily influence the documentation used in marketing, which means that the materials must be translated extremely carefully.

In transcreation, the priority is an effective impact in the target market, and more freedom can be taken with the original wording. In this case, creativity is essential. FiTranslation professionals are thoroughly familiar with these issues.

Translator skills:

The translator not only must meet the necessary requirements of a professional in the field, but also have considerable knowledge of the native language and culture. Each country and each culture have their own variations in sayings, proverbs, terms, idioms, and other cultural traits and usages.

In addition to the core competencies, a translator’s creativity and familiarity with the product are essential.

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