Have You Ever Heard Transcreation Before? A Great Service Helps you to Reach Customers’ hearts!

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The term “transcreation” can be traced back to 1990s. Transcreation is a combined term from translation and creation. Language service providers may also label it as creative translation, localization, internationalization and cultural adaptation. No matter what it is called, the purpose of transcreation is to retain the essential meaning of the original source and localize the translated content to engage local customers.

You might ask what kind of consideration should be taken during transcreation? Basically, local culture, dialects, idioms and context are fundamental factors. However, apart from having a substantial knowledge of the local linguistic environment, translators also maintain and match the consistency of intent, tone and style with the original source. Thus, transcreation service surpasses machine translation; it is human translation which processes and produces a high level of creative language.  Transcreators need to be adventurous in order to create a new message and localize the new content, while taking a full consideration of the aforementioned facets to overcome the cultural and language barriers.  A perfect transcreation should evoke the same emotion and carry the same intended meaning for the local target audiences.

To put it simply, transcreation service is like serving a cocktail. Transcreators add translation and creative copywriting into the cocktail shaker and shake it, after which they have to ensure that this new transcreation will catch  the local customers’ attention and reach their hearts. At Scribers, our translators possess expertise in marketing and copywriting.  We are confident  in conveying  your messages more enjoyably and stylishly across the world.

Pic source: greekrestaurantmidtown.com/5-items-cocktail-pub-nightclub.

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Do words need a break?

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Word segmentation is informally known as “word breaks”. When translating from English to Chinese, Japanese, Korean or Thai, the absence of a salient word segmentation process may worry clients.  Segmentation basically refers to dividing a string of utterance. For instance, word segmentation would imply dividing a string of words. In English, word segmentation is easily observed from spaces between words. However, this is not the case for languages such as Chinese, Japanese, Korean or Thai.

When translating from English to any one of the aforementioned languages, clients might have difficulty typesetting the translation; fitting the expressions into the design layout since they are unaware of the word segmentations. For instance, the translated noun might not make sense without a case marker (ga, de, ni etc.) in Japanese or the translated verb might not make sense without a sentence final particle (le, ma, guo etc.) in Chinese. Hence, it is very critical to know where the word boundaries are, in order to match the meaning of the target text to the source text.

Fret not with Scribers! We resolve this mind boggling issue by ensuring that word breaks are addressed in a comprehensive manner for our clients. Our clients would be able to recognize word breaks and seek clarification with our translators if required. Apart from this, we also provide typesetting service that weaves in the translated expressions seamlessly, giving our clients an ease of mind when they engage our holistic translation and localization service. Log on to scribers.com.sg to begin your stress-free journey with us!

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