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Transcreation® is a cross between straight translation and creative copywriting, using specialist translators to come up with appropriate and relevant counterparts to word plays or other creative concepts whilst maintaining the sense of headlines or body copy.
UPS carries out Transcreation® for an impressive list of major international advertising and PR agencies, with projects including brochures, ads, press releases, TV and radio commercials, online campaigns, point-of-sale and below-the-line material. As well as brochures and ads, UPS is often entrusted with creative translation assignments for publishing, from books to newspaper articles. |
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| ccurately translating a dry piece of text |
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designed to communicate straightforward instructions requires less creative input on the translator's behalf. But there are times when style is just as important as content.
In advertising, direct translation can lead to all sorts of problems (a few years ago, the classic 'Come alive with Pepsi', became 'Pepsi brings your ancestors back from the grave' in mainland China!)
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| To counter this kind of issue, UPS offers a very special service called Transcreation® |
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