Copy Adaptation

Translations.com’s multicultural marketing copy adaptation is more than document translation in over 100 languages. The key to successful marketing adaptation lies in branding research, cultural consulting by expert teams, and the expertise gleaned from two decades of multicultural marketing experience. Translations.com has the teams and experience to act as an in-house advertising agency to create and deploy advertising copy that puts our clients firmly in control of their desired message.

Process

Our experts embark upon a long process when a tagline, catchphrase, or body of copy is to be adapted. Rather than translating the source material, our teams produce culturally relevant and resonant copy specific to the language and locale of the target market. Creative wordplay, alliteration, or assonance must be retained in the target language for the marketing copy to have the same effect and resonance it had in its source language.

Services

• Brand Research – Analysis of potential associations of names, words, and colors in materials such as marketing collateral, packaging, logos, web content, direct mail, and annual reports
• Testing and Surveys – In-person data collection, interactive online survey tools, and end-client feedback
• Subtitling – After source material is mastered in target language, linguists adjust length of subtitling to ensure readability for the viewer, while maintaining nuance and timing with visual media
• Voiceovers and Dubbing – Native-speaking voiceover actors ensure messaging is conveyed in local dialect with cultural relevance, while maintaining lip synchronization, timing, and extremely high production value