E-ging Solutions is a world-leading translation company with specialties in translation, localisation or transcreation.
Translation
The process of rendering written communication from one language into another.
In simple terms, translation focuses on the words, the grammar and the tone of voice within a piece of content (for example, a document).
The translator working on the content should be a native speaker of thetarget language and have a full understanding of the source language. The translator should also have expertise in a particular field in order for the translation to be technically correct.
Typical translation work includes general documents, film script and subtitles, contracts and technical manuals.
Localisation
The process of adapting a product or service to a particular language, culture, and desired local “look-and-feel”.
Localisation is where the linguist goes one-step further than a direct language translation and starts to take into account other factors that will influence the target audience, such as style, colour and imagery.
Other things that need to be considered are slogan translations where suggestive wording might be too subtle or in fact cause major offence. Using in-country, native speaking linguists means that words, phrases, images and slogans that will not work in the target language and may even cause offence will be picked out and a sensible alternative will be recommended. This would have been useful when Pepsi’s “Come alive with the Pepsi generation” was translated as, “Pepsi will bring your ancestors back from the dead”.
Typical localisation work includes video games, websites, and software.
Transcreation
The process of adapting a message from one language to another, while maintaining its intent, style, tone and context.
Transcreation (or creative translation) may include copywriting, image selection, font changes, and other transformations that tailor the message to ensure relevance for your global audiences.
Transcreation ensures that the intended impact and emotion of your message is not lost in translation, and that the original intent, style and tone are maintained. Translation stays faithful to the source text while Transcreation is an art that customises the material for your target audience.
Typical transcreation work includes marketing material, slogans, product descriptions and blogs.
Put simply…
|
|
Translation |
Localisation |
Transcreation |
|
Concept |
Content stays the same |
Meaning stays the same |
Content is adapted to target audience |
|
Language |
A literal word-for word translation |
The meaning is translated to make it culturally appropriate |
The local language and dialect is considered and adapted accordingly |
|
Graphics |
No changes |
Adapted to meet local expectations |
Images especially selected for target audience |
|
Layout |
No changes |
Minimal changes |
Especially adapted for target audience |
|
Vocab |
No changes |
Minimal change |
Enhance and expand |
