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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 Porgy and Bess, the translators need to find a way to rhyme ABDOMEN with HOME IN…. imagine how that gets done in German?#transcreation #translations #aiaTranslations #medicalmarketing

metopera.org

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