Transcreation Blunders – Care for a Rocket Salad?

Und schon haben wir den Salat. Raketen-Salat. Hard to believe, I know, but I've just had it - the famed rocket salad. In German - Raketensalat. ... And we have liftoff, ladies and gentlemen! Also known as "arugula", rocket is a plant which is sometimes blamed for giving restaurant-goers gas, but which invariably gives restaurant-owners … Continue reading Transcreation Blunders – Care for a Rocket Salad?

Transcreation Toolbox (II): The Literary Devices Behind Great Slogans

(Read initial article here.) Here are some other exciting examples of slogans for brands that have made history. And an explanation why they have managed to stand out and work so well. British Rail: Six simple words and a rhyme. "Let the train take the strain". There is assonance for a more powerful and memorable … Continue reading Transcreation Toolbox (II): The Literary Devices Behind Great Slogans

Transcreation Toolbox (I): The Literary Devices Behind Great Slogans

We keep hearing slogans should be memorable. But have you ever stopped to wonder (and – gasp – analyze!) what makes good slogans stick in your brain and act as remote controls of human behavior? What is it about them that alerts and entices emotions, generates appeal and triggers action? Here’s one explanation, and it … Continue reading Transcreation Toolbox (I): The Literary Devices Behind Great Slogans

What Is Transcreation? (And Why Is It Such a Great Thing?)

I'll bet you've been meaning to ask. What is transcreation? And why is it such a great thing? A cool moniker, but also confusing, the word “transcreation” is a blend of two earlier concepts: “translation” (from linguistics) and “creation” (from advertising). It describes the process of translating advertising or marketing content in a different language AND … Continue reading What Is Transcreation? (And Why Is It Such a Great Thing?)

Translation News

Bilingualism and language diversity, fluency, transcreation, entertainment

Language and Logic: Deconstructing Political Discourse (I)

Why does language matter?  Why is it important and beneficial for people to have very good language skills? Postmodern culture theorists will tell you all notions are socially constructed, and that language is used not only to reflect, but also to co-create realities.  In a sense, all reality is textual:  it depends itself on language … Continue reading Language and Logic: Deconstructing Political Discourse (I)

Why Culture Matters: Risks and Costs of Bad Translations

Spot-on transcreation, copywriting Romanian, copywriting English, localization, intercultural consulting and research.

Translation quote of the day

“So many people consider their work a daily punishment. Whereas I love my work as a translator. Translation is a journey over a sea from one shore to the other. Sometimes I think of myself as a smuggler: I cross the frontier of language with my booty of words, ideas, images, and metaphors.” Amara Lakhous … Continue reading Translation quote of the day

Culture reflected in language

Most of the time, a culture's innermost values are hidden. One of the external manifestations where they become visible is language. What does the Romanian language tell us about the country's cultural profile and its core values? Romanian is a Romance language of Latin descent with many Slavic, French, English, Turkish, Hungarian and German imports. … Continue reading Culture reflected in language