Transcreation of slogans and advertising copy,
from German into Italian

To take your business beyond the borders

Remember Meister Proper? In Italian supermarkets, it may not be as easy to find. Oh no, don’t get me wrong – it’s really popular. But he’s called Mastro Lindo. In Morocco, you’d need to look for Monsieur Propre. And what about the States, his homeland? It’s Mr. Clean, of course.

When launching your product on a foreign market, choosing the right words is essential.

For Meister Proper, “the right words” also meant that the brand name had to be localised to make a clear promise to the new clientele. Adapting the brand name helped clients project a neat mental picture of the product, and the benefits it offers.

Speaking in your clients’ language is a competitive advantage. In advertisement, where copy is imbued with emotional and symbolic meanings, local languages trigger stronger emotions, even when people could perfectly decode the same message provided in a foreign language.

That’s why localising slogans and advertising copy is important. To touch people’s hearts, and help you expand your business into new markets.

And when it comes to creativity-packed marketing copy, transcreation is the best option.

Transcreation services from German into Italian: what I can do for you

Transcreation is an alchemical process, a merger of translation and copywriting. While it is often called “creative translation” and confused with marketing translation, it’s something else.

In translation, the source text rules above all. The translator creates an Italian version of the German text, preserving the factual content and style of the source. Transcreation, on the other hand, results in a new text that retains the intent and impact of the source text. Contents and imagery may vary, as these were created with a new audience in mind. Still, the new text is true to the tone of voice and brand identity of your company.

Transcreation is a love potion. To find the perfect formula, various elements are combined: language skills, cultural awareness, copywriting skills, market knowledge, sensibility and creativity.

It’s a subtle play of details. You are in the right place.

Need to recreate the alchemy of your German copy for your Italian audience?
Here’s what I could transmute for you, or for the clients of your marketing agency:

 

  • Slogans, payoffs, product claims
  • Landing pages, banner ads
  • Scripts for audio or video campaigns
  • Micro-copy for merchandising articles
  • Ads, calls-to-action, copy for the web and print

Looking for a transcreation course?

Check out my Courses page. Every year, I teach a few workshops and classes on transcreation and marketing communication techniques. I work with translation associations and CPD providers in Italy and abroad. You can also find me at one or more translation conferences a few times every year.

My teaching philosophy, online and offline?
Planning, participation and tons of practice.

Frequently asked questions

How do you price transcreation?

Each transcreation project is a world on its own. In many cases, what the client needs is actually a mix of transcreation and marketing translation. The transcreation of slogans, payoffs and micro-copy usually requires the creation of various alternatives to be tested by a panel. The requested number of variations has a role in the price. The final price also depends on other features of the project – such as complexity, restrictions and more.

What does transcreation mean?

The term transcreation is a portmanteau of the words translation and creation.

Today, the term is mostly associated with the adaptation of slogans and advertising copy. However, it was first coined by an Indian professor, translator and poet to refer to the translation/adaptation process of Hindu epics and sacred texts.

You can learn more about this, and the reasons behind the differences between translation and transcreation, by reading an article I wrote for the German association ADÜ Nord. You can find it in the June 2017 issue of the association’s Infoblatt, on pages 8 and 9.

Do you also offer transcreation services from Italian into German?

No, I’m sorry. But I can refer a trusted professional.

Box chi sonoAbout me

My name is Alessandra Martelli, I’m a copywriter and translator living in Turin. I help companies thrive on Italian and English-speaking markets by using “the right words” to connect and engage with their audiences.
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