Transcreation faux-pas

August 27, 2015 at 10:45 am

Whilst translation dates back to around the 1st century BC, with adaptations of ancient texts diffusing knowledge amongst the powers of the Roman and Greek empires, transcreation is a relatively new concept. Transcreation goes one step further than standard text translation in that it looks at the whole message that needs conveying in another culture, and considers everything that will impact the target audience’s understanding of it. This could mean that cultural references may need adjusting, e.g. a UK marketing text that describes something as being ‘bigger than Big Ben’ could be changed to refer to the Eiffel Tower when… Continue reading →

Glocalisation, the new globalisation

March 12, 2015 at 9:31 am

The more efficient approach to ‘going global’. Pronounced Gee-localization, is the new term that defines a new way for companies to ‘go global’ and is a replacement to the latter term ‘globalisation’. Glocalisation is a concept that in a global market, a company would make a product or service more appealing to the local market by customising the product to suit the needs of where it is being sold. The term is described as a ‘bottom-up’ approach and is defined as ‘the practice of conducting business according to both local and global considerations’. The idea is that by appealing to… Continue reading →