While William Shakespeare had the courtesy to simplify things for translation experts with his famous \u201cTo be or not to be\u201d, David Bowie would no doubt have caused some sleepless nights if he\u2019d decided to translate the title of his 1973 album Aladdin Sane. We\u2019ll let you think about that for a moment\u2026 and you\u2019re already in the shoes \u2013 or rather the mind \u2013 of an ad translator. Translators like us. <\/p>[\/et_pb_text][et_pb_image src=”https:\/\/textocreativ.ch\/wp-content\/uploads\/2024\/04\/Traduction-publicitaire-transcreation-scaled.jpg” title_text=”Traduction publicitaire transcreation” align=”center” force_fullwidth=”on” _builder_version=”4.24.2″ _module_preset=”default” min_height=”100%” custom_margin=”4rem||4rem||false|false” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_font_size=”1.1rem” text_line_height=”1.6rem” header_2_font=”|600|||||||” header_2_font_size=”2rem” global_colors_info=”{}” theme_builder_area=”post_content”]
Therein lies the challenge of ad translation: how do you convey a given message as faithfully as possible \u2013 sometimes with a double meaning, stylistic elements, rhymes, puns or irony \u2013 while having the same effect on the target audience as the source language?<\/p>\n
The key is a combination of factors, where mastering the finer points of language is just as important as having a flawless knowledge of idiomatic expressions, cultural references and customs specific to the target audience \u2013 qualities that only native speakers can fully master. Hence textocreativ\u2019s choice to work exclusively with qualified, mother-tongue linguists with a deep understanding of Swiss culture when it comes to content in French, German and Italian intended for Switzerland and its different linguistic regions. Naturally, the same quality standards also apply to translations into English. <\/p>\n
While we would never cram every sentence with Helvetisms, Swiss audiences will be all the more receptive if the terminology carries a certain authenticity, which is why the term \u201cbancomat\u201d gives an ATM that Swiss touch in the blink of an eye! The same goes for evolutions within a language, its neologisms \u2013 in short, all those trending buzzwords like \u201cco-living\u201d or the \u201cUberisation of society\u201d that need to be integrated into our writing to keep brands relevant. <\/p>\n
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Derived from the fusion of \u201ctranslation\u201d and \u201ccreation\u201d, transcreation takes full ownership of a source text \u2013 even if it means breaking away from it \u2013 in order to localise the content (in the sense of \u201cmaking it local\u201d) with the aim of provoking the same reaction and emotions as originally intended. This concept is almost synonymous with ad translation, with the exception that transcreation offers greater flexibility, as the name suggests. Nevertheless, the limits to a translator\u2019s artistic licence are always established in consultation with our clients. <\/p>\n
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While blessed with infinite possibilities, the world of communication \u2013 our favourite playground \u2013 is still governed by certain rules. In practice, the limited space of printed media, such as posters or adverts, sets physical boundaries on our creativity. For subtitling or radio and television commercials, time constraints will need to be observed. Then, there\u2019s the added challenge of meeting deadlines. Although the art of time travel still eludes us, we always deliver quality services on time, even with a tight turnaround. Far be it from us to compete with Marty McFly, though Shakespeare and David Bowie had better watch out! <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"
While William Shakespeare had the courtesy to simplify things for translation experts with his famous \u201cTo be or not to be\u201d, David Bowie would no doubt have caused some sleepless nights if he\u2019d decided to translate the title of his 1973 album Aladdin Sane. We\u2019ll let you think about that for a moment\u2026 and you\u2019re […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[29],"tags":[],"class_list":["post-30730","post","type-post","status-publish","format-standard","hentry","category-non-classifiee"],"yoast_head":"\n