Translation, Localization, Transcreation & Copywriting – What’s the Difference?
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Translation
Translation involves replacing words in one language with the equivalent words in another language. The content needs to directly reflect the source text and provide the same meaning to readers in their native language. Translators make sure to adapt the content into another language so that it can be easily understood by the customers. While exact word-for-word translation is avoided, the linguist will also ensure not to inject any creativity. The translation must emulate the source text exactly but by using different words or phrases where translation is not possible.
Content that Needs Translation:
● Technical documents
● Medical documents
● Legal documents
● Manuals
Localization
too. This practice involves making sure that the translated content resonates to the targeted locale. In other words, the work needs to be understood by the foreign audience and it needs to avoid offending their culture, values and norms. There may be certain words or phrases that might be accepted by one region, but shunned by another; or particular colours or symbols may represent something offensive by the receiving reader. Localization therefore involves adapting these elements and making sure the content is suitable and local to its target market.
Content that Needs Localization:
● Applications & Platforms
● Video Games
● e-Learning documents
● Graphic images & icons
Transcreation
This is a service that usually goes unmissed by many clients and creates confusion. Transcreation involves the usual translation process but with an additional creative twist. As the name suggests, it’s a blend between “translation” and “creation”. For example, Pangea Global uses native translators who are also creative copywriters. They will translate your work and add their own creativity, whilst promising to maintain the existing tone, style and intent of your content. The work will be translated to meet a native audience, but it will be embedded with creativity and cultural knowledge from the transcreator.
Content that Needs Transcreation:
● Advertising texts
● Stories
● e-Learning documents
● Blog posts
Copywriting
Copywriting services are offered to clients who want to publish original and engaging content. Unlike translation, localization and transcreation, copywriting involves creating work from scratch. There is no source text involved, and only a style guide and a brief is used by the writer to create the copy. Pangea Global’s writers for instance, will use your required tone, style and level of creativity to create copy that reaches out to your potential customers and offers them a valuable read. Copywriting can be achieved in any language to ensure that it attracts global audiences.
Content that Needs Copywriting:
● Website content
● Marketing materials
● Press releases & reviews
● Social media content
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