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 →

Transcreation is different

March 19, 2015 at 9:39 am

How transcreation differs from translation Anyone that works in the Transcreation industry, alongside translation, would know that it is not as simple as source, software and then output. A transcreator is a person that is, in a way a copywriter, that will not only translate the text but copy write the text into a new language giving it a whole new message of course with the same focus. This is where we base the new text on the original but give it a twist and make it focused on the current market in hand, remembering that all cultures and languages… 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 →