Comments on: Translate, transcreate or simply just write http://www.eye-for-image.com/blog/translate-transcreate-or-simply-just-write/ THE blog for copywriters and communicators Tue, 06 Jan 2009 07:48:07 +0000 http://wordpress.org/?v=2.6.5 By: Lawrence LaFerla http://www.eye-for-image.com/blog/translate-transcreate-or-simply-just-write/#comment-172 Lawrence LaFerla Thu, 29 May 2008 03:22:21 +0000 http://www.eye-for-image.com/blog/?p=98#comment-172 Dan, Thanks so much for quoting our blog post on international advertising and transcreation. In his comment, David brings up the practice of briefing the writer(s). You both may find our latest post useful: "Six steps for preparing a nuanced marketing campaign for a local translation… and getting great results." See Step 1. http://tinyurl.com/6foex9 And, by all means, feel free to comment on our blog! L Dan,

Thanks so much for quoting our blog post on international advertising and transcreation.

In his comment, David brings up the practice of briefing the writer(s). You both may find our latest post useful: “Six steps for preparing a nuanced marketing campaign for a local translation… and getting great results.” See Step 1.
http://tinyurl.com/6foex9

And, by all means, feel free to comment on our blog!

L

]]> By: David Hoskin http://www.eye-for-image.com/blog/translate-transcreate-or-simply-just-write/#comment-153 David Hoskin Mon, 12 May 2008 09:08:45 +0000 http://www.eye-for-image.com/blog/?p=98#comment-153 You bring up a really interesting point about the quality of the original text - often refered to as the source text. I agree that the results of a translation are so much better when the source is logically constructed and well written. The translation process is easy and very little discussion is required to produce a translated text that everyone is happy with. Fortunately, we've experienced many of these situations. However, when the source text is not great, transcreation can give the writer more scope to deliver a great piece of work in the target language. I'd like to note here that there are many possible reasons for a source text being poor quality. But a key reason is lack of time. Even the most skilled and experienced business writers will know what that's like. Sometimes, you simply aren't given the time to prepare a perfect text that has been planned, drafted, reviewed, edited and proofread before going for translation. In cases like this, and if the transcreator can think of the source text as a more of a briefing rather than a perfect text, the end result can, in the right circumstances, also turn out to be excellent. But the transcreator has to be allowed to spend more time working out how best to express the messages behind the source text. And of course, he or she must be given creative license. You also have to expect more dialog between the transcreator and the client - much like the dialog required for a copywriter to do his or her best. The more I think about it, the more similarities I see between copywriting and transcreating. In fact, are there any differences at all? You bring up a really interesting point about the quality of the original text - often refered to as the source text. I agree that the results of a translation are so much better when the source is logically constructed and well written. The translation process is easy and very little discussion is required to produce a translated text that everyone is happy with. Fortunately, we’ve experienced many of these situations.

However, when the source text is not great, transcreation can give the writer more scope to deliver a great piece of work in the target language.

I’d like to note here that there are many possible reasons for a source text being poor quality. But a key reason is lack of time. Even the most skilled and experienced business writers will know what that’s like. Sometimes, you simply aren’t given the time to prepare a perfect text that has been planned, drafted, reviewed, edited and proofread before going for translation.

In cases like this, and if the transcreator can think of the source text as a more of a briefing rather than a perfect text, the end result can, in the right circumstances, also turn out to be excellent. But the transcreator has to be allowed to spend more time working out how best to express the messages behind the source text. And of course, he or she must be given creative license.

You also have to expect more dialog between the transcreator and the client - much like the dialog required for a copywriter to do his or her best.

The more I think about it, the more similarities I see between copywriting and transcreating. In fact, are there any differences at all?

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