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Transcreation What is Transcreation? Translation + Creation 6 Ways - PowerPoint PPT Presentation

Transcreation What is Transcreation? Translation + Creation 6 Ways Transcreation is different than Translation 1. Specialists Are Writers 2. Starts with a Creative Brief 3. Billed by the Hour 4. Results in New Messaging 5. Creative,


  1. Transcreation

  2. What is Transcreation? Translation + Creation

  3. 6 Ways Transcreation is different than Translation 1. Specialists Are Writers 2. Starts with a Creative Brief 3. Billed by the Hour 4. Results in New Messaging 5. Creative, Marketing-Focused Copy 6. Involves Advising on Look and Feel

  4. Main Concepts • Words • Ideas • Visuals • Connotation

  5. How is it Used? Idioms • Taglines • General Branding Materials • Humor • Colloquialisms • Wordplay •

  6. Examples

  7. Best Practices Be very clear about your creative concept • and desired outcome for your audience Always make sure transcreation writer • has strong understanding of culture and language Use writers, not just translators • Understand cultural taboos •

  8. Trancreation Trends & Cost Only 4% percent of the language industry • in 2016 30 percent of Language Service • Providers offer the service Source: Common Sense Advisory Time, Coordination, Money •

  9. Discussion

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