Compelling content for marketing and advertising requires a different set of translation and writing skills.
If you’re an active internet user in China, you’d probably be overwhelmed with the type of content a typical consumer often reads and sees, everywhere.Browsing on the mobile device, standing on a metro, watching a video or series. The content being consumed each day also makes it a challenge for global marketers to communicate on a personal, engaging way.
READ MORE >> How Can Chinese Copywriting Give Value to Your Online Marketing Strategies?
So, that’s where global companies will likely run to language solution providers and localization specialists to make sure the consumers receive the message on their side, which is more relevant and more personal.
These localization providers can be copywriters, social media specialists, SEO specialists who understand the China markets and how people interact with words and ads.
Translation
focuses on converting text from one language to another while preserving its literal meaning. The goal is accuracy and fidelity to the source text, making it ideal for technical documents, manuals, or legal texts.
Transcreation
on the other hand, goes beyond translation by adapting the content to fit the cultural and emotional context of the target audience. It’s about rewriting the message creatively to resonate with a different audience while maintaining the core essence. This approach is widely used in marketing, advertising, and creative industries.
Difference
| Translation | Transcreation | |
|---|---|---|
| Process | Use of CAT Tool for repetitive words | Content should be original and creative |
| People | Professional translators and linguists with specialization | Translators should have marketing and advertising background |
| Writing Style | Technical, rigid, and boring | Creative, casual, and exciting |
| Use | Documents, legal papers, manuals, guides, brochures, transcripts of videos | Website, landing page, slogans, banner ads, PPC ads, brand names, product names |
When to use transcreation?
Transcreation is the go-to solution when you need more than just a straightforward translation. Here are some key situations where transcreation is the perfect fit:
- Marketing Campaigns
- For slogans, taglines, and ad copy that need to evoke emotions and inspire action in a specific market.
- Brand Messaging
- To adapt brand stories, mission statements, and value propositions while keeping the tone and message consistent across cultures.
- Social Media Content
- When crafting captions, posts, and interactive content that resonate with the humor, slang, and preferences of a local audience.
- Product Launches
- To ensure product descriptions and promotional materials are culturally relevant and appealing in a new market.
- Creative Industries
- For industries like entertainment, gaming, and fashion, where cultural relevance and emotional impact are critical.
- Avoiding Literal Misinterpretations
- When a literal translation could lead to confusion or cultural misunderstandings, transcreation ensures the message lands appropriately.
At AZ-Loc, we specialize in bringing your ideas to life, crafting ad content that feels authentic and compelling in any language or market. Whether it’s punchy taglines, engaging social media captions, or culturally adapted campaigns, we’re here to help you make it happen.
Let’s create ads that truly connect. Reach out to AZ-Loc today and let’s get started!
