Transcreation: Recreating a text for the target audience

We’ve all heard of advertising campaigns gone wrong because they weren’t adapted for the target audience: slogans which, when translated, turned out to mean something completely different and seriously damaged the product’s reputation. To avoid these mistakes, advertising copy should be transcreated rather than translated, to make sure it’s specifically written for the target audience. This workshop provides some background on how transcreation works and you get a chance to give it a try yourself.

Percy Balemans (Netherlands)

Bio: Percy graduated in 1989 from the Opleiding Tolk-Vertaler (School of Translation and Interpreting) in Maastricht, the Netherlands. After having worked with a translation agency as an in-house translator for a couple of years, she switched to the IT business, where she worked 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), human rights, journalism, travel and tourism, art and fashion. She is a member of the Netherlands Society of Interpreters and Translators (NGTV) and an Associate of the Institute of Translation & Interpreting (ITI). Web site: http://www.pb-translations.com ProZ.com member: Percy Balemans