Texts perfectly adapted to the target group and the target market of the respective country.
Texts perfectly adapted to the target group and the target market of the respective country.
Transcreation: Country-specific advertising copy for international markets
Transcreation, creative translation, advertising translation, and marketing translation—what do these terms have in common? They all describe the same concept: the translation of advertising texts for international markets. But transcreation goes far beyond simple translation. It takes into account not just the terms, but also the cultural characteristics and contexts of the target market. The texts are specifically tailored to the needs, expectations, and sensitivities of a particular target group or market segment to ensure that the message is as authentic and effective as possible. This creates a tailor-made advertising message that is equally impactful in every culture.
Transcreation at KERN: Creative translation with a system
Our many years of expertise support the transcreation of your marketing texts. We do not translate your advertising texts word for word. First, we work together to figure out what matters most. Which cultural characteristics are relevant? What emotions need to be conveyed? What is the goal and purpose of the advertising?
Our advertising translations follow a tried-and-true approach, yet are also highly customized.
In a creative briefing, you share your ideas and values with us. You provide us with information about your products, your brand, and your target groups. That helps us get to know your brand, products, and target groups, ensuring that the transcreation perfectly reflects your vision and goals.
Based on the creative briefing, we carry out an analysis of the source texts. We review the texts and identify which cultural aspects, tones, and messages are important for the target market. This is followed by transcreation into the desired target languages.
We will promptly deliver the target texts for your advertising and, if desired, a back translation. The back translation provides an understanding of how the adapted slogan or advertising text was reworked.
We will promptly deliver the target texts for your advertising and, if desired, a back translation. The back translation provides an understanding of how the adapted slogan or advertising text was reworked.
Have we sparked your interest in transcreation?
Then get in touch – we will gladly provide you with a quote!
Find out more now and discover what KERN has to offer!
Transcreation vs. translation: the advantages
Transcreation offers you numerous advantages that go far beyond what a traditional translation can achieve.
- Your advertising comes across as authentic and speaks to your target group.
- You communicate with your international customers on an equal footing.
- You promote strong customer loyalty worldwide.
- Your international campaigns are professional and brand-appropriate.
FAQs about transcreation
You will find answers to the most important questions about transcreation here shortly.
What is transcreation?
Transcreation is a creative translation that conveys more than just words. The message is tailored to reflect the cultural characteristics and expectations of your target group in the respective country. That ensures the result is not simply a translation, but tailor-made advertising copy that resonates with the target audience.
Which formats can be translated?
KERN will design the transcreation you require according to your specifications. Among other things, we translate the following formats and turn them into original texts:
- Advertising copy
- Publication texts
- Slogans
- Operating instructions
When does transcreation make more sense than translation?
Transcreation makes more sense than simple translation if the following statements apply:
- You need to adapt the text culturally to avoid misunderstandings or negative perceptions.
- You want to achieve an emotional effect that generates the same resonance in the target culture.
- You need to maintain a consistent brand identity to preserve your brand values and message worldwide.
- You want to create complex marketing texts (e.g. slogans or advertising campaigns) that are creative and promote sales.
- Your target groups are very diverse, so a simple translation is not sufficient to meet the expectations of the target markets.
- The text is highly context-dependent, for example if local trends or current events need to be incorporated into the communication.
How does transcreation work at KERN?
KERN usually makes suggestions and provides you with different versions of a text. These are produced by our specially trained copywriters– because transcreation requires much more than just translation skills. In addition to significant experience as a copywriter, intercultural skills are also required.
We discuss the finished texts with you in detail. We also check whether the text is marketable in the respective country and takes cultural specifics into account. The end result is a transcreation that suits you and your target market. Now nothing stands in the way of your targeted advertising.