Post by habiba123820 on Nov 6, 2024 3:30:17 GMT
In addition to legal, business, or overly technical documents, translators often take creative liberties to give content a more natural and inclusive feel for new markets.
Creative translation is the driving force behind increased engagement with local audiences. Inventive writing and an in-depth understanding of various cultures and linguistic nuances allow linguists to ensure that their content resonates with their target audience.
Just like the creative process used in original campaigns, the creative translation process requires the same patience and investment to spark consumers’ full interest in your product.
What is Creative Translation?
Creative translation is often referred wordpress web design agency to as transcreation . Transcreation involves adapting or recreating the source material to ensure that the core message elicits the right emotional response among the local audience.
This is the highest level of adaptation, but a certain level of creative translation is necessary for most translation projects. People think of creativity as being exclusively related to creating something new and unique, but it also involves reinterpreting content. It’s like remakes of old movies that are slightly adapted to appeal to new generations.
Whether it’s using creative liberties to slightly tweak content to suit different cultures or using transcreation to take content and create completely new copy for each new market, there’s a level of creative translation that’s required for market success in most cases.
Understanding the Creative Process
The more creative a language is, the longer the creative process will take to decide on the content written for products and campaigns. This also applies to the creative translation process. The more creative the original content is, the more difficult it can be to translate that material into different languages. Phrases, slang terms or idiomatic expressions used may not translate well into other languages.
This requires linguists to use their extensive knowledge of the language’s culture to find a creative interpretation that can drive the same level of consumer engagement as the original content. It takes months of iterations and edits to complete the initial creative content. Oversimplifying this process during translation can easily result in lackluster content.
That’s why creative translation deserves the same recognition as the initial creative campaign process.
Example : Harry Potter has been translated into over 70 languages. Each project required a great deal of time and creative skill to produce content as beloved as the novel in its original text. The first major challenge in the creative translation process was deciding what to do with proper nouns. J.K. Rowling used a number of British puns and nuances when deciding on the names of characters or places they visited. While most have opted to leave the essential names as they are and only transpose the names of less important characters, much of the subtlety associated with these names throughout the book has been lost.
For example, Rowling named Albus Dumbledore with the intention of making readers imagine him as someone who buzzed like a bumblebee, since dumbledore is an old English word for bumblebee.
However, when translated into Italian, it became Albus Silente (silent) because the "mute" in dumbledore was misinterpreted as "silent." Whenever creative choices like these are present, the linguist's job of making foreign content understandable and well-received without erasing its cultural specificity can be extremely difficult—even more so when the creative translation process is oversimplified by the client.
Creative translation is the driving force behind increased engagement with local audiences. Inventive writing and an in-depth understanding of various cultures and linguistic nuances allow linguists to ensure that their content resonates with their target audience.
Just like the creative process used in original campaigns, the creative translation process requires the same patience and investment to spark consumers’ full interest in your product.
What is Creative Translation?
Creative translation is often referred wordpress web design agency to as transcreation . Transcreation involves adapting or recreating the source material to ensure that the core message elicits the right emotional response among the local audience.
This is the highest level of adaptation, but a certain level of creative translation is necessary for most translation projects. People think of creativity as being exclusively related to creating something new and unique, but it also involves reinterpreting content. It’s like remakes of old movies that are slightly adapted to appeal to new generations.
Whether it’s using creative liberties to slightly tweak content to suit different cultures or using transcreation to take content and create completely new copy for each new market, there’s a level of creative translation that’s required for market success in most cases.
Understanding the Creative Process
The more creative a language is, the longer the creative process will take to decide on the content written for products and campaigns. This also applies to the creative translation process. The more creative the original content is, the more difficult it can be to translate that material into different languages. Phrases, slang terms or idiomatic expressions used may not translate well into other languages.
This requires linguists to use their extensive knowledge of the language’s culture to find a creative interpretation that can drive the same level of consumer engagement as the original content. It takes months of iterations and edits to complete the initial creative content. Oversimplifying this process during translation can easily result in lackluster content.
That’s why creative translation deserves the same recognition as the initial creative campaign process.
Example : Harry Potter has been translated into over 70 languages. Each project required a great deal of time and creative skill to produce content as beloved as the novel in its original text. The first major challenge in the creative translation process was deciding what to do with proper nouns. J.K. Rowling used a number of British puns and nuances when deciding on the names of characters or places they visited. While most have opted to leave the essential names as they are and only transpose the names of less important characters, much of the subtlety associated with these names throughout the book has been lost.
For example, Rowling named Albus Dumbledore with the intention of making readers imagine him as someone who buzzed like a bumblebee, since dumbledore is an old English word for bumblebee.
However, when translated into Italian, it became Albus Silente (silent) because the "mute" in dumbledore was misinterpreted as "silent." Whenever creative choices like these are present, the linguist's job of making foreign content understandable and well-received without erasing its cultural specificity can be extremely difficult—even more so when the creative translation process is oversimplified by the client.