It is actually a creative process

[asikurrahmanshuvo]

that aims to avoid the kind of disappointments mentioned above, which can cost thousands of euros and ruin a company's brand image. READ ALSO How and why translate an infographic? Transcreation requires linguistic background accompanied by marketing knowledge. Beyond his gift for languages, a transcreator is above all an expert in communication and advertising, with a creative spirit. He will then focus on transmitting an emotion, an image rather than faithfully transcribing a text. Sometimes it is necessary to deviate completely from the source text in order to make the content attractive to the target audience.

The cultural aspect of this must be taken into tonga business email list account. It's not just a question of language: for example, for English, an advertising campaign that is a hit in the United Kingdom could be a total flop across the Atlantic, because the public will not have the same cultural references. The translator has a hybrid skill between translation and the creation of advertising content. Of course, it will build on an existing advertising campaign, but will modify it considerably to make it relevant to the target audience. Some examples of bad transcreation A bad transcreation can significantly damage your company's image.

It is therefore essential to take into consideration the culture of the country in which the translation is being carried out. Heineken, for example, caused controversy a few years ago for an advertisement deemed racist. In fact, in the ad, a beer from their brand passes in front of several black people before landing in the hands of a