Learn more about translation, localisation, transcreation and copywriting in our full guide: [ Ссылка ]
There’s often confusion about the differences between translation, localisation, transcreation and copywriting.
It’s important to have a clear understanding of what they are though, so that you can choose the best approach for your content goals.
This video will explain the key differences between the four approaches.
First off, let’s look at translation.
Translation is the exact transformation of text from one language to another.
The translated content is very faithful to the source text, without any changes being made to the message.
This means that whilst it’s a very accurate replication of the original message, it’s not very creative.
For this reason, it’s more suitable for specialised types of content like legal or technical translation, where it’s important to stick to the original source.
Next, let’s look at localisation.
Localisation goes beyond just translation.
As well as changing the language, localisation also adapts the text to better suit the local market.
This can involve making changes based on the target market’s religion, politics, culture and language variations.
It can also include changing currencies and units of measurement.
This will result in text that is fully suited to the target market.
If you want an even more creative approach, transcreation might be the option for you.
Transcreation is also called creative translation and goes beyond just translating the source – it adapts content for a target audience.
As well as looking at the source content, the transcreator will also take a client’s brief into account to bring a more tailored and standalone deliverable.
Transcreation brings together different aspects of writing.
Depending on the project, it can involve copywriting, localisation, font changes, image selection and other modifications of a message to make it relevant for the target audience.
If you want even more creative freedom, however, then there’s one final option left: copywriting.
Copywriting doesn’t involve adapting a source text at all.
Instead, a copywriter will work from a brief and conduct research to write something completely from scratch.
Because it’s a brand-new piece of content, you can be as creative as you want and get something truly bespoke for the target market.
To help the copywriter create the best content for you, make sure to provide them with a clear brief, as well as brand, style and tone guidelines.
Do you have any questions about translation, localisation, transcreation or copywriting? Let us know in the comments below!
