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

6 Essential Criteria for Good Brand Names – Or What Do Brands and Beer Have in Common

Secret tip: It’s not the letter “B”. Oh no, this goes far beyond that and is infinitely more profound. Guessed it yet? (Drumsticks rumble.) What good brands and beer have in common is, well, MALT! Clearly, this connection only occurs to the perceptive mind (PM) – or in the afternoon (PM)?  I forget. One thing … Continue reading 6 Essential Criteria for Good Brand Names – Or What Do Brands and Beer Have in Common

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?)

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Bilingualism and language diversity, fluency, transcreation, entertainment