Choose the Best Translation Service for Your Project

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Communicating and exchanging thoughts and information is crucial to developing and expanding our global economy. Introducing content into international markets or local US markets for a non-English speaking audience requires proper translation of your material to ensure that your translated communications are well received and clearly understood. Choosing the right approach at the beginning of your translation process can save your business time and money while increasing opportunities to connect and engage with global audiences. If all types of translation services are not created equal, how can you decide which approach most benefits your project?

This article will explore the spectrum of translation services, ranking them by their effectiveness and suitability for different needs while considering quality and cost.

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What is transcreation?

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Clients, particularly in a marketing and advertising department, sometimes request that a translation be “adapted” to a local audience so that it takes into account local culture. When we probe, we learn that these requests mean that clients want us to do more than just “translate the words”. They want us to go beyond that and ensure the translation has the same emotional impact as the original source text – this is transcreation. Transcreation is a mix of translation, copywriting and, potentially, localization to create copy in a target language. It is copywriting in another language, but based on a source text. Sometimes, a client will ask to address non-translation elements like color and images, which brings an element of localization into the transcreation task.    

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