Transcreation is a process of adapting marketing and advertising content to make it culturally relevant and appealing to a specific target audience in another language or culture. It is an essential aspect of any international marketing campaign, as it helps to ensure that the message being conveyed is not lost in translation.
The translation and language industry has experienced tremendous growth in recent years, and 2022 is no exception. According to recent statistics, the global language services market is expected to reach a whopping $96 billion by 2032. Several factors drive this growth, including the increasing importance of global communication in the digital age, the rise of e-commerce and online business, and the growing demand for language services in emerging markets.
In this article, we will refer to the process as “voiceover,” although the term is also recognized as:
The art of voiceover (unseen narrator) actually existed before the first animated feature film in 1928, “Steamboat Willie,” starring Mickey Mouse. In fact, the first voiceover was recorded in 1900, as a weather report by Canadian inventor, Reginald Fessenden. Fascinated by the concept of wireless devices, he went on to record the first-ever radio broadcasts.
Legal documents contain very distinctly written text. The verbiage is carefully woven into a specific syntax to represent the most accurate meaning intended—in a way that should not be interpreted to mean anything else. When words, phrases, or punctuation are omitted or not in the right order, a statement can have more than one perspective (or even be misunderstood altogether). This type of speech is commonly called “legalese,” and is very difficult for someone not educated in law to understand. Now, imagine this convoluted jargon needing to be translated into another language. Read further to learn more about translation for law firms.
Simply put, transcreation is an amalgamation of the words, “translation” and “creation.” It can be described more succinctly as the process of “creative translation,” since creativity comes in where translation ends.
The term “transcreation” dates back more than 60 years, when it became apparent that basic translation was not enough to permeate language barriers—given that subtle cultural characteristics are a significant part of overall communication. It was necessary to translate not only the words of a language, but also the meaning behind the words.
For a brand to thrive in any market, engagement on a personal level is necessary. With global expansion, website content must adapt to different cultures and interests to resonate with the target audience—whose needs are as diverse as the cultures themselves. If visitors cannot relate to the website, the brand won’t be successful in that market.
This year, Future Trans -MENA’s top Language Services Provider- will attend LocWorld48 -Silicon Valley, the largest event for localization and translation professionals in the US, and to be a part of the conversation about how emerging technologies, such as AI, are shaping the industry.
International tourism is on the rise; there was a 182% year-on-year increase in international tourism from January to March 2022. But with ever-changing rules, tourists need the latest information on health and safety measures for successful travels. This is where tourism translation services come in.