Sometimes translations of jokes, puns, play on words and other creative ideas just don’t play well with other languages. Try literally translating things like “Orange glad I didn’t say banana?”. It simply doesn’t work – and for that reason you need transcreation. Creating an intelligent linguistic (and cultural) equivalent to creative content from a source language. Transcreation is the bee’s knees.
So what is Transcreation and how do we handle it?
MontLingo is pretty good at figuring out if you need transcreation services, even if you’re not sure about it. Typically, once our professional in-house translators are faced with puns, play on words or those quirky jokes that are culturally or linguistically sensitive, we know.
And what happens then is another type of approach when performing your professional translation. Basically, we then translate the intent or notion of the original source text instead of “sticking” to exactly what is authored in the provided source material. Don’t worry, the important details will of course be communicated effectively.
However, if you’re using expressions like “Giving someone the cold shoulder” or “Going on a wild goose chase”, we’ll likely have to use an expression in the target language, that conveys the same idea behind the authors intention. Otherwise, some poor individual considering the purchase of a GPS app may wonder why they’re about to embark on a goose chase… Yea. Transcreation is cool bananas.