In today’s business world, where international trade is constantly expanding, organizations and companies are enjoying unprecedented growth. The global marketplace offers valuable opportunities that must be acted upon if companies want to stay in the race and boost their business.
Multilingual communication is one of the essential tools you need to launch new products or a promotional marketing campaign for your company. It will reflect your brand image and convince your targets to do business with you, so careful translation of this type of document is essential.
A consumer is immersed in a particular culture and social circle. These environments have their own idiomatic expressions, metaphors and puns. A literal translation must be avoided. Instead, content should be culturally adapted so that it transmits the same emotion as the original message. This process is called transcreation. Translators who specialize in marketing add value to a translation by adapting content to the target culture. To do this, they will likely need to “move away” from the source text and do a creative translation that still conveys the original meaning of the message but in a way that connects with the new audience.