Localization and transcreation services
The growing concern for adapting the translation of web content to the target culture has led to the emergence of a term known as ‘localization’, which consists of adapting the product to the target market.
Underlying this localization process is an undoubtedly commercial component, since the text is conceived as an inherent part of the product itself, and not as a mere accessory. Furthermore, while translation as such is usually done a posteriori, in localization it is often done in parallel to the development of the original text, as this facilitates the expansion of the product in the different languages simultaneously.
Regarding the concept of ‘transcreation’, we can speak in this case of a link between translation and creation, derived from the need to adapt a source text to the target culture. In many cases, the translation of the text is not enough, but a true interpretation and recreation of the text is required to adapt it to the contextual requirements of the target culture. In advertising texts, we are sometimes faced with the challenge of having to deal with the translation of puns, cultural references and attempts to approach the reader-customer, which makes a “creative transcription of the text” necessary.
One of the best ways to set your content and programs up for success is to ‘transcreate’ your blocks of content. In this sense, a team of linguists and marketing professionals can consult your resources and adapt them according to your requirements, adhering to brand and style guidelines for each new market and target audience.