A vast number of modern organizations seek the right words to persuade and win their prospects over – but they often fail . In today’s market conditions, with increasingly demanding corporate communication on diverse channels, creating audience-specific, appealing messages to promote products and services efficiently has become a really challenging task.
Not word-for-word translation, rather a creative rewriting process
Quite often companies need to localise advertisements, message and texts that have been written abroad by foreign copywriters and, therefore, contain specific features and idioms of their languages. This is a challenging endeavour. Such texts cannot be simply translated but rather approached creatively in order to render the original qualities into the target language. Thus, people who undertake to perform the task must combine translating and copywriting skills.
Currently, there are Translation agencies that are able to deliver Transcreation Services of decent quality.
Rising to the challenge
It all starts with a proper understanding of the profiles of both the advertiser and its respective target audiences, which may represent different socio-economic and educational levels. This is a first step towards ensuring the appeal of texts and messages to the specified audiences to which they are addressed. The actual transcreation process focuses precisely on the ability of translators / linguists to produce the text that meets the demands of the context.
Then, with the constant cooperation between the translation company and its client, the texts and messages will communicate products and services in the “register” of their target audience. Plays on words, puns, proverbs, cultural references and numerous figures of speech are creatively approached, so that the translated content may be as attractive as the original. In the end, prospective customers remember the advertised brand, become familiar with its marketing language, recognize its features, and look for the points of sale of its products.
ALPHABET: Combining knowledge, experience, and productive results, for more than a quarter of a century
ALPHABET is a company that has been active to the highest standards in the fields of Translation, Interpretation and Desktop Publishing services since 1996. Having managed to stand out with the consistency, experience and creativity of its people, ALPHABET has always considered Transcreation Services part and parcel of its daily work and offered them at attractive rates.
Established, run and staffed by graduates of Translation and Interpretation University departments, ALPHABET’s qualified and experienced team of translators / linguists know how to creatively deliver the clear and powerful messages required to reach their target audiences. Hence, they help businesses produce compelling content, capable of conquering new markets and increasing their sales.