How can I stay relevant to local culture as well as language?

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    Introducing transcreation

    Transcreation is an activity that involves translating your content, but instead of just translating the source content in the original language the content may be revised for local relevance or cultural issues.


    When should I use transcreation?

    Transcreation is an essential part of a multi-lingual marketing plan. It ensures that the marketing message still meets the aims of the marketing campaign within each target country.

    An example of where transcreation should have been used is the release of the Ford Pinto. Ford made a huge mistake when releasing the Pinto into the Brazilian market because the term in Brazilian Portuguese means “male genitals.” Transcreation would have identified the meaning of the word as being an issue in the local market and would have recommended the use of a different branding for the car.

    in The Translation Process
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