The ICC 2015: Learn What Intelligent Content Can Do for You

Posted by Dynamic Language Mar 10, 2015

 

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Topics: Communication, Intelligent Content, Life Sciences

What is Transcreation?

Posted by Dynamic Language Mar 5, 2015

Localization and transcreation are two “buzz words” in the language industry, and both services serve an important role for companies who want to communicate with customers in new regions across the globe. Depending on your needs, your marketing content may benefit from one technique more than the other, so let’s take a look at the differences between these two processes.


You’re likely already familiar with localization, which is defined as adapting an existing piece of content to make it understandable in a specific language and culture. Transcreation, on the other hand, is the process by which a product or advertising message is completely adapted for the target market, while still retaining the original intent. This requires a particularly creative approach, in order to truly resonate with international consumers.

In an earlier blog post, we shared a clever example of transcreation that highlighted Swedish car manufacturer Saab’s approach to advertising its line of convertibles back in the 1990s. The ad in the U.S. posed the comparison: “Saab vs. Oxygen bars,” since these trendy bars were popular in America at the time. When Saab “transcreated” the advertisement for potential customers in their home country of Sweden, the ad instead read: “Saab vs. Claustrophobia.” Despite that claustrophobia and oxygen bars conjure different images, you can see how the message is the same in each case: Saab convertibles offer fresh air and wide, open spaces. With transcreation, the literal meaning was changed for different markets, but the same messaging goal was achieved. Transcreation is particularly useful in addressing marketing challenges like these, with cultural-specific references or wordplay that are too difficult to translate directly into different languages.

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Topics: Transcreation, Localization, Language, Translation, Advertising, Marketing, Communication

ASL Video Dictionary Offers Visual Learning Assistance

Posted by Rick Antezana Mar 2, 2015

American Sign Language (ASL) originated more than 200 years ago, is the 3rd most common language in the United States and is used by over 500,000 people in North America, according to the National Institute on Deafness and Other Communication Disorders (NIDCD).

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Topics: Language Learning, Sign Language, Communication

How to make your clients more comfortable working with you

Posted by Josh Kroman Feb 17, 2012

You may not be an expert in your field, but your clients will treat you like one. Reassure them by using positive language and being up to date on everything in your industry.

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Topics: Communication

Easy ways to build strong relationships with clients

Posted by Josh Kroman Nov 29, 2011

Our jobs depend on the happiness and loyalty of our clients. When they become unhappy, the results can be quite detrimental. A few simple steps can help to avoid a fallout between you and your clients.

Follow these tips to help you build stronger relationships with your clients.

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Topics: Communication

Keeping customers happy and earning repeat business

Posted by Audrey Dubois-Boutet May 24, 2011

The business section of your local bookstore has dozens, if not hundreds of books to help you with your business, from starting a company to nurturing employee morale. But one of the aspects of a successful business that most people want to know is how to keep customers coming back.

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Topics: Marketing, Communication

Dolphin species alter “language” to better communicate

Posted by Audrey Dubois-Boutet Oct 5, 2010

The animal kingdom is host to thousands of languages, from a lion's roar to a frog's croak. But how aware are animals of all these different languages? A recent study shows that dolphins may have caught on and are using this knowledge to better communicate amongst themselves.

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Topics: Language, Communication