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Selecting the Best Service for Your
Marketing Communications Needs
Learn the difference between
 Transcreation
 Copywriting
 Translation
Transcreation is
Taking the ideas of a source document and
reinterpreting it for a
 different target audience
 with different cultural background
Example of Transcreation
An English document can be re-engineered
for a Korean audience, yet the feel and mood of
the original document is preserved
In Transcreation
Experts familiar with the psyche and preference of your
target audience
Draw out the essence and winning points of the original
content that is suited for the target audience
Get the best of both worlds, a winning copy that is tailored
for the target audience which also retains the soul of the
original
What about Translation?
It requires rendering source
components accurately in the target
language, following the original
document closely
As a result
The Process is more rigid
The meaning of the translated text must be kept as
close to the original as possible
The meaning of the text cannot be changed as it could
be a business or technical document that requires
complete adherence and precision
So which one should I choose
for my marketing
communication needs?
Translation
Transcreation
or
Example
The source
“Not all tyres are round”
Implied Meaning
“Tyres from different manufacturers perform differently”
As a result
The implied meaning could easily be lost in the translation.
However
Transcreation will ensure that the message is presented in a
manner that strikes a chord with the target audience.
Marketing and Advertising materials
require something more than just
translation
Marketing Gurus tend to use figurative
language and inferences
Transcreators have more creative
control and can write in the style
suitable for the subject matter
Translation
Transcreation
The best option for Marketing Communication
How about copywriting?
Copywriting - the writing of publicity or advertising
content.
A Copywriter - has an in depth consultation with the
client to understand the requirements
The results - a well researched write-up customized
to the client’s needs.
Copywriting
vs
Transcreation
Copywriting is
 a straight forward process that does not
require translation work to proceed
Copywriters
 do not need knowledge of the source document
They only need
 a good understanding of the client’s
requirements to come up with an original copy
Transcreation
Involves adapting and creating content for a
different target market while referencing an
existing source document.
When to opt for Transcreation?
When there is a need to maintain consistency
in terms of the ideas and feel of the original
document
The Project requires a linguist who is
familiar with the source language to
understand the concept of the
document
The original
document is a tried
and tested format
that has achieved
considerable success
and it is to be
replicated for other
target markets.
Still Confused?
A Trusted
Global Content
Management
Provider
will be able to
advise you
on the
most appropriate
services
to suit your
needs.
Tel: + 65 6577 4646
www.verztec.com
Corporate Headquarters
10 Jalan Besar #16-02,
Sim Lim Tower
Singapore 208787
Fax: + 65 6577 4647

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Selecting the Best Service for your Marketing Communication Needs

  • 1. Selecting the Best Service for Your Marketing Communications Needs
  • 2. Learn the difference between  Transcreation  Copywriting  Translation
  • 3. Transcreation is Taking the ideas of a source document and reinterpreting it for a  different target audience  with different cultural background
  • 4. Example of Transcreation An English document can be re-engineered for a Korean audience, yet the feel and mood of the original document is preserved
  • 5. In Transcreation Experts familiar with the psyche and preference of your target audience Draw out the essence and winning points of the original content that is suited for the target audience Get the best of both worlds, a winning copy that is tailored for the target audience which also retains the soul of the original
  • 6. What about Translation? It requires rendering source components accurately in the target language, following the original document closely
  • 7. As a result The Process is more rigid The meaning of the translated text must be kept as close to the original as possible The meaning of the text cannot be changed as it could be a business or technical document that requires complete adherence and precision
  • 8. So which one should I choose for my marketing communication needs? Translation Transcreation or
  • 9. Example The source “Not all tyres are round” Implied Meaning “Tyres from different manufacturers perform differently” As a result The implied meaning could easily be lost in the translation. However Transcreation will ensure that the message is presented in a manner that strikes a chord with the target audience.
  • 10. Marketing and Advertising materials require something more than just translation Marketing Gurus tend to use figurative language and inferences
  • 11. Transcreators have more creative control and can write in the style suitable for the subject matter
  • 12. Translation Transcreation The best option for Marketing Communication
  • 14. Copywriting - the writing of publicity or advertising content. A Copywriter - has an in depth consultation with the client to understand the requirements The results - a well researched write-up customized to the client’s needs.
  • 16. Copywriting is  a straight forward process that does not require translation work to proceed Copywriters  do not need knowledge of the source document They only need  a good understanding of the client’s requirements to come up with an original copy
  • 17. Transcreation Involves adapting and creating content for a different target market while referencing an existing source document.
  • 18. When to opt for Transcreation?
  • 19. When there is a need to maintain consistency in terms of the ideas and feel of the original document
  • 20. The Project requires a linguist who is familiar with the source language to understand the concept of the document
  • 21. The original document is a tried and tested format that has achieved considerable success and it is to be replicated for other target markets.
  • 22. Still Confused? A Trusted Global Content Management Provider will be able to advise you on the most appropriate services to suit your needs.
  • 23. Tel: + 65 6577 4646 www.verztec.com Corporate Headquarters 10 Jalan Besar #16-02, Sim Lim Tower Singapore 208787 Fax: + 65 6577 4647