Italian transcreation of marketing material

‘Transcreation’ is a term which is widely used in advertising and marketing, but what exactly does it mean? And what differentiates transcreation from ‘regular’ translation? 

With regular translation, we have what we call a ‘source language’ text, from which we produce a ‘target language’ translation. The aim is, of course, to communicate the original meaning as faithfully and accurately as is possible.

Transcreation, however, is a little different. Again, it describes the process of adapting a message from one language to another, but there is a real emphasis on maintaining the original aim, spirit, feel, and context and reflecting this in the target language. A transcreated message should provoke the same emotions and carry the same connotations in the target language as it does in the source language.

Recently we’ve been working on the transcreation of punchy ad slogans which are aimed at the Italian market. This has involved close collaboration with our client, a major player in the advertising world and a lot of to-ing and fro-ing to ensure that the straplines are spot-on! When it comes to creating the straplines, there are other issues which come to play too – not only does the linguist need to focus on effectively maintaining the spirit of the source, they also have to try and take the actual length of the slogan into account! There’s so much to consider. But, well, as you know ‘Just do it’.

Need help?

Should you require our help with Translation and transcreation of advertising, PR and marketing material, more specifically if we can assist with Italian Advertising, PR, Marketing, Transcreation and Translation do not hesitate to get in touch with us and our team will do their best to help you. We can also always offer a free quotation. Click for Free Quote & File Uploads