Maya Angelou once stated that "diversity makes for a rich tapestry." We could not agree more. Getting to know separate ways of contemplating life helps us empathize and allows societies to build bridges between their cultures. As it is usually said, "variety is the spice of life." But what happens when we want to convey a message to an audience that speaks another language and has a completely different lifestyle? The answer can be found in transcreation or creative translation.
In the marketing and advertising world, this concept refers to the process of adapting texts from one language to another while keeping their intention, style, and tone. Therefore, those who offer this service combine their ability to translate messages with their knowledge of the target culture to write content resonating with each market and creating the same kind of emotions as in the original public.
Maybe you are thinking now that translation tasks require precisely this: it is not only about bringing a text from one language into another, but also adapting it to the target users. This is partially true, but it is important to consider that the style of communication in marketing usually takes on a bigger role than in other specializations. Content should convey the right meaning, but the main goal is for the public to perceive the message in the same way as the source audience.
In other words, they should feel it identically, even though this may entail producing unique texts in each language. Therefore, creative translation specialists can adapt each message while following every instruction in the briefing, a document usually agreed upon with a client before the beginning of their project.
Briefly, the main differences between translation and transcreation are that:
In the end, if you want your message to fit into your public's culture, then transcreation services will become your biggest allies. You will be able to reflect the intent and impact of the original content while conveying the mission, vision, and values of your brand. Creative translation is your safe bet to create campaigns, write landing pages, update product pages or polish website texts.
At Pontis Translations we have the necessary experience in creative translation to help you plan actions resonating with the right audience. We know every element true to the Spanish culture and how to keep the tone, style, and image of a brand. That is why, before starting our collaboration we will discuss key factors such as campaigns, proto-people, goals, products, or services. Ideally, we will also settle on a style guide together with channels and media since it will be crucial to adapt each piece of content to every relevant platform. In addition, we can sign a non-disclosure agreement to protect your data where appropriate.
Do you want to make sure that our transcreation services from English or French into European Spanish can be adapted to your idea? Do you wish to receive a free, non-binding estimate? Please fill in our contact form or write to amanda@pontistranslations.com. Let's start reaching your public!