Lost in Translation
Lost in Translation
Lost in Translation
Whilst taking all this into consideration, they also need more time to tailor the message
to the target market, which can often involve a lot of reading. They might need to ask
the client questions or perhaps hold brainstorming sessions and create various drafts
before a finalised version is produced. The process, therefore, takes longer than
translation. Needless to say, all that time investment needs to be compensated for. As a
result, transcreators usually charge per hour or per project.
As the processes differ, so too do the prices. Just like the name suggests, transcreation
is about mixing translation with copywriting to create an entirely new text. The creative
effort and time spent mean the costs are different. It’s one of many differences to bear
in mind, but an important one nonetheless, when thinking about offering transcreation
services.
Transcreation Examples
How can we achieve this? Often by using rhyme or maybe a play on words. Many
slogans use humour to grab the audience’s attention but these tools won’t necessarily
work in another language or culture.
Kentucky Fried Chicken gave us an example of how a slogan can go wrong with
hilarious consequences; KFC’s famous “Finger lickin’ good” slogan became “Eat your
fingers off” in Mandarin.
Think globally and act locally; transcreation services can spread a brand's identity in
exactly the way that the company wants. And if transcreation is a work of art, we, at
GlobaLexicon, are the artists.