When businesses wish to sell their products or services abroad, they necessarily cross cultural boundaries and often linguistic boundaries. This is by no means an easy task. The success or failure of their endeavor depends, among others, on the realisation that customers abroad buy their products and services for completely different reasons than those in the home market. For that reason, they have to adapt their messages and content accordingly. This is possible through a process which is most commonly known as “transcreation”, “multilingual copywriting” or “multilingual content creation”. What all these terms refer to is a process whereby new content is created or adapted for a specific target audience, rather than translated directly from the original version (Ray and Kelly, 2010). Web campaigns, ads, social media text are among the genres that require transcreation.
And you know what? Transcreation cannot be performed by machines. And it will stay this way. Machines lack the cultural sensitivity and creativity connected with multilingual content creation . So, humans are and will always stay central in the process.
Think about it. Are you ready to take centre stage and dive into this new world of opportunities?
By our WonderWoman Vilelmini Sosoni