“It’s word-for-word”, “I can’t use this for my campaign”, “It’s Google-translated”… Marketing professionals have little time for literal translations. And they’ll express their displeasure in no uncertain terms. They’re a tough crowd to please.
All marketeers want is a translation that engages their target audiences and speaks their language. It requires you to put yourself in their shoes, and move from a source-centric posture to a target-centric approach. To think more as a communicator than just a translator. It’s not about translating words, it’s about translating ideas and concepts.
Whether you call it marketing translation, transcreation or else, this approach doesn’t make our job easier, but it certainly makes it a lot more fun! And as MT/PE continues to gain ground, it is a key differentiator for professional translators.
The first part of our workshop will focus on the requirements, challenges, opportunities, skills and translation techniques Zeitgeist translators use in their day-to-day work in the field of tech marketing translation. We will then dive into a more hands-on translation exercise based on some of the texts we’ve translated recently.
Network member fee: Free
ITI member fee: £10
Non-member fee: £25
Location: Nicolson Square Methodist Church, Nicolson Square, Edinburgh EH8 9BX
Contact name: Ramon Inglada
Contact email: [email protected]
Closing date for bookings: 22 September 2023
CPD hours: 3.5 hrs