When you have visited my Services page, you may wonder what the differences between some of the services are. They share similarities in that they move the source text from its source culture, context, and audience towards the target culture, context, and audience. So, what’s the difference, then?
A translation conveys a text into the target language while remaining as true to the original text as possible, provided that the commission does not request anything else. One may have the impression that translation is merely a matter of word-swapping, which holds true for machine translation (MT). These texts often read awkwardly, contain inconsistencies, and are easy to identify as translations. The process of smoothing out the edges and making the translated text read well requires some extra effort: localization. This step involves changing currency, measurements, country-specific names, and the like.
If you are wondering what transcreation is for and why it is worth every penny, take a look again at the image above. Transcreation takes the translated text up a notch (or more). You not only allow, but also ask your translator to tap into their creative skill set. Transcreation provides you with a “creative translation” that appears, feels, and reads as outstanding and exceptional as the service you wish to promote. Idioms, puns, and references specific to your country but which have no relevance in your target market, will be recreated and customized for the target country and language. The concept and content remain the same as in the original, but the copy is tweaked to make it more appealing to the intended audience. You would earn no more than a puzzled look if you told a German reader that they ‘carry coals to Newcastle’. Nonetheless, if you were to re-create the text containing the idiom in its German equivalent, namely “carry owls to Athens,” you will obtain the desired response.
If you want your service to truly stand out, you might want to consider commissioning copywriting. This service still relies on your texts as its basis. The writer of copy – ideally a native-speaking linguist – tailors the text to the intended audience. You should ensure that they have a thorough understanding of the market you target, your industry, and your brand. The translator will utilize their expertise to produce a copy that seamlessly aligns with your brand and other translated material.
Regardless of which service you commission, make sure your translator is provided with the necessary glossary. You probably use terms that are specific to the organization or its niche within the industry. Providing a glossary of these terms to your trusted translator will help them deliver a successful, individual, and outstanding service.
Or, to link back to the image above: information is key if you ask them to create the unique red umbrella that stands out from a sea of generic black ones.
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