Transcreation - Recreating a Text for the Target Audience

We have all heard of advertising campaigns gone wrong because they were not adapted for the target audience, and of slogans which, when translated, turned out to mean something completely different and seriously damaged the product’s or brand’s reputation. To avoid these mistakes, advertising copy should be transcreated rather than translated, to make sure it is specifically written for the target audience.

This workshop provides some background on how transcreation works and offers participants a chance to give it a try themselves.

The recording includes a workbook with suggetions made by some of the attendees at the live session.

Speaker Percy Balemans began her career as a technical writer and copywriter, information designer, web editor and trainer. Translation, however, has always been her real passion and in 2007 she set up her own business as a full-time freelance translator, specialising in advertising and marketing material (transcreation), art, fashion, travel and tourism, human rights and journalism.

First broadcast: 26 January

Duration: 1 hour 5 minutes

Includes a workbook of examples, including resources and video illustrations