Beyond standard translations: Content Localisation and Transcreation
Creative marketing content often demands quality and precision that transcends the capabilities of conventional translation. This is where content localisation, also known as transcreation, comes into play.
Content localisation refers to the creation of targeted, localised messaging for instances when the original message may not resonate with intended audiences. At Brisbane Translation Services, we understand the nuances of this process and are skilled at crafting tailored messages that make an impact.
Transcreation: The Art of Culturally Sensitive Adaptation
The term ‘transcreation’ is primarily used by advertising and marketing professionals to describe the process of adapting a message from one language to another. It involves more than just literal translation; it requires maintaining the intent, style, tone, and context of the original message.
The goal of transcreation is to produce text that reads as though it was initially written in the target language, free from awkward literal translations, and respectful of the cultural idioms and sensitivities of the recipient group.
Often, a message crafted for one target segment may not resonate with a completely different group. For instance, puns, repetition, and alliteration, frequently used by copywriters, rely heavily on an in-depth understanding of local culture. These concepts, while translatable, may not carry over seamlessly due to cultural nuances – often leading to ideas being ‘lost in translation’. With transcreation, the result is a brand-new, targeted, and localised copy, while translation typically yields new words in another language but retains the original messaging.
Leveraging Cultural Affinity for Effective Transcreation
At Brisbane Translation Services, our translators possess a profound cultural affinity for the diverse groups that constitute your target audiences. This understanding, coupled with their expertise in copywriting for advertising and marketing purposes, enables them to deliver effective transcreation services.
Strategic Cultural Consulting Service: Expert Insights into Culture and Customs
In addition to our translation and transcreation services, we also offer a specialist consultation service designed to provide cultural insights into the cultures and customs of your target demographic groups, both within Australia and internationally.
Whether you’re planning a marketing campaign for audiences speaking Languages Other Than English (LOTE) in Australia, conducting medical research, arranging workplace training, or organising educational briefings for future business or diplomatic excursions, our specialist service provides invaluable insights to ensure successful outcomes for your project.
We work closely with you to tailor the perfect package of services to help you achieve your goals, regardless of complexity. For more information, please email us at [email protected].
