Translation Vs. Localization Vs. Transcreation

Posted by Dynamic Language Jan 5, 2017

We want to ensure that your translation project is all that you hoped for. Dynamic Language offers three distinct translation services; translation, localization & transcreation.  Here is a breakdown of each so you can make informed decisions on what type of translation service will best suit the needs of your project.

Read More

Topics: Transcreation, Localization, Language, Marketing

How Game of Thrones Translates Script for World Wide Audience

Posted by Dynamic Language Aug 17, 2016

When you tune in to Game of Thrones every week, your mind may not immediately turn to translation and localization. Game of Thrones translation references are pretty remarkable and much of the power dynamic in the plot has to do with knowledge of foreign languages and cultures. Game of Thrones translates the script in order to capture the context and meaning in an effort to resonate with a world wide audience.

Game of Thrones die-hard fans are from all over the world.  There are an estimated 5.5 million fans and New York Magazine’s Vulture.com declared GOT as having a larger following then Star Trek, Star Wars and Twilight. Only a third of its 5.5 million fans are located within the United States.

Read More

Topics: Transcreation, Localization, Language, Translation, business, entertainment

Translation Terminology 101

Posted by Dynamic Language Feb 9, 2016

 

An infographic overview of some of the concepts, processes and terminology used in the language and translation services industry.

Read More

Topics: Interpretation, Transcreation, Localization, Translation, Infographic

Diplomacy Lost in Translation

Posted by Dynamic Language Aug 21, 2015

Professional translation and interpretation require a lot of skill; just check out our other blog posts on interpretation and translation certification training. In the realm of diplomacy, it is even more critical that statesmen's messages get across clearly. Below are a few comical examples of when diplomats' messages got lost in translation:

Read More

Topics: Transcreation, Localization, Translation, Travel, Communication

Why You Need a Language Services Company: Translations Gone Wrong

Posted by Dynamic Language Apr 24, 2015

The idea is an exciting one to think about: you are translating your brand's marketing materials into a new language so that you can reach an entirely new set of customers in a different part of the world.

Although your mind might be on the tremendous growth that could result from this expansion, you also need to remember there are several key steps that must be addressed for successful translation:
• You need to understand any informal slang or colloquialisms that might relate to your company and its products or services
• You must ensure that you have local help in the new market
• You must think about the political implications of your marketing efforts


These might seem like common sense requirements to some, but you would be surprised how many companies, even major brands, have flubbed these steps.

What happens if you make a mistake involving one of these concepts? Unfortunately, we don't need to imagine the consequences: there are plenty of real life examples of embarrassing, offensive international marketing failures that wise marketers can learn from.

Translations Gone Wrong: How NOT to Localize Your Brand

Many companies have experienced challenges localizing their marketing materials, but few have failed as spectacularly as these major brands. The missteps of these companies should provide some understanding of why your business needs professional translation help.

Coors: Turn it Loose!

In the 1980s, the Coors beer company was promoting an advertising campaign centered on a “Beerwolf” character. The slogan that went along with the Beerwolf character was "Turn it Loose!" Unfortunately, someone at Coors didn't do their homework on proper translations: in Spanish, the ad campaign was perceived as "suffer from diarrhea." Not the most appealing way to promote a refreshing beverage.

Read More

Topics: Transcreation, Translation, Advertising, Marketing, International Markets

6 Marketing Tips for International Branding

Posted by Dynamic Language Apr 7, 2015

Going international is a significant undertaking for any brand. While the rewards can be plentiful, there are also a lot of challenges involved when a business has a global market reach. One significant challenge to international branding is developing the collateral that is required to communicate with customers and prospects, to let them know about your organization and what it provides.

There are plenty of things to think about when it comes to creating collateral for international brands. Here are six of the top obstacles to this process.

Deciding between transcreation and translation

While translation is typically a more basic, literal method of converting content into a new language, transcreation refers to the process of re-creating the message of that collateral in a new language.

One great example of transcreation can be found in McDonald's popular advertising slogan from the early 2000s, "I'm loving it." The fast food conglomerate knew that they needed to ensure that the sentiment of this phrase stayed consistent around the world, so they decided to transcreate it in each international market that they wanted to enter. In Spain, for example, the slogan was translated as me encanta. While this Spanish phrase is actually closer to "I really like it," in English, McDonald's determined that this new phrase was more culturally relevant in Spanish.

Deciding between these two tactics can be difficult; transcreation usually results in a more accurate message for collateral pieces, but translation requires fewer resources.
Read More

Topics: Transcreation, Language, Translation, Advertising, Marketing

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.

Read More

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

3 Ways a Translation Agency Can Improve Your Global Marketing Efforts

Posted by Dynamic Language Oct 2, 2014

We live in a multilingual world. It is now common for many sales transactions to occur across international borders. Considering the potential revenue to be had from reaching consumers in new global markets, it is vital that you are translating marketing content by a professional translation and localization company. By doing so, you will ensure that your marketing connects with the audience as intended, avoiding any cultural faux-pas.

Here are our top 3 ways a translation agency can improve your marketing efforts with global marketing:

Read More

Topics: Transcreation, Localization, Translation, Marketing, Globalization

Transcreation: Bringing Ad Content to Life

Posted by Josh Kroman Jun 6, 2013

Generating ad content that resonates with your target audience can be a daunting task in your own language. When adapting it to another language, the process becomes even more challenging due to colloquialisms, puns, cultural differences, etc.

Read More

Topics: Transcreation, Translation, Marketing