Translation/Transcreation

● 72% of consumers prefer to spend time on websites that are written in their own language (Common Sense Advisory, 2014).
● 72% of consumers say they are more likely to buy a production with information in their own language (Common Sense Advisory, 2014).
● 56% of consumers say the ability to obtain information in their own language is more important than price (Common Sense Advisory, 2014).
● Only 10% of the world’s population speaks English (Common Sense Advisory, 2014).
● ¾ of Fortune 500 companies added new markets over the past year (Common Sense Advisory, 2014).
● Fortune 500 companies that translate content are 2.04 times more likely to increase profits and nd 1.27 times more likely to generate augmented earnings per share
(Common Sense Advisory, 2014).

What is Translation?

Simply put, translation is the communication of source language text by means of a target language.

What Is the Difference Between Translation and Transcreation?

While translation and transcreation both involve rendering source text in a target language, translation is faithful to the source (sometimes referred to as a word-for-word translation). Transcreation, on the other hand, is faithful to the marketing objective and is rarely a word-for-word rendering.

Both require more than a knowledge of the source and target languages. They necessitate familiarity with the subject matter as well as an understanding of the audience for whom the translation or transcreation is intended.

The following table will help illustrate the differences and suitability of each approach (it would be good to make a more visually appealing version of this graphic):

	TRANSLATION	TRANSCREATION
Purpose	Persuade	Motivate
Adherence to Source	Faithful	Conceptual
Effort Required	Medium	High

What Are The Benefits?

● Grow Profits by Reaching a Larger Audience.
   Effective translation provides access to lucrative global markets by enabling you to communicate your brand’s competitive advantages to a wider group.

● Foster Cultural Acceptance and Understanding.
   Whether directly or indirectly, translation offers insight into the culture, attitudes and preferences of another country.

● Personalized User Experience & Brand Loyalty.
   The quality of translated content communicates the level of commitment a company has to foreign markets. Translation can go a long way to foster brand familiarity and loyalty.

What Types of Documents Can Be Translated or Transcreated?

As a general rule, anything that can be spoken or written can be translated. Translation and transcreation are most often applied to documents, multimedia content, websites, software, mobile apps and games.

To learn how Translation or Transcreation can help you reach your specific goals, click here!