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Porgy and Bess needs transcreation!

aiatranslations

Oct 8, 2019

Porgy and Bess needs transcreation!

This article highlights a conundrum that presents itself with medical marketing translations frequently. We are reminded of ad campaigns that contain visuals or wording that simply do not translate. And then we rely on something called TRANSCREATION. Transcreation, however, requires that the translation team is completely on board and briefed on the strategy, the intent and goals of not only the language word play, but the import and impact of the visual being employed. In Po

Taking your Copywriting Global

aiaTranslations

May 18, 2017

Taking your Copywriting Global

Creating a great ad campaign and other materials to promote your business, isn’t easy. Adapting this material to foreign audiences is even harder. Whether you’re preparing an international advertising campaign or trying to reach the diverse US market, you’ll need an experienced transcreator – that is, a translator who’s a whiz at localization (adapting material to a particular market). Here are a few other essentials that will keep your brand’s message from getting lost in

Translation for Advertising: Bring in Your Crazy Aunt

aiaTranslations

Mar 20, 2017

Translation for Advertising: Bring in Your Crazy Aunt

In a world teeming with different language and cultures, what does it take to reach the international consumer? What is the role of translators who need to make intelligible a certain perspective while still staying attuned to linguistic modes and cultural idiosyncrasies? How can creative teams communicate their messages, slogans, logos and branding while avoiding being ignored or – worse yet – offending an entire culture/country? The reality is that international campaigns m

Going International? Avoid these Six Marketing Obstacles

aiaTranslations

May 9, 2016

Going International? Avoid these Six Marketing Obstacles

So you have a great marketing plan in place. It is catchy, thoughtful, and helping customers flock to your business. It is so good, in fact, that you are thinking about entering the international playground. You want to take your business marketing global. Well, there is a lot of marketing work that needs to be addressed before venturing out – especially with a fantastic local marketing plan. International marketing takes a few extra steps. Here are 6 of the most common issue

Is there a transcreator in the house?

aiaTranslations

Apr 27, 2015

Is there a transcreator in the house?

When I first heard the word “transcreation”, I was surprised. Did we really need this portmanteau? Shouldn’t all translation be not just about words, but meaning, as well? But when you think about it, not all translation clients – or translators – think this way. Many people consider translation to simply be a bare-bones affair, a “Just the facts, ma’am” situation. I’ve even experienced it myself: a potential client once contacted me to see if I could translate the compl