Maximize the impact on your audience using a creative approach.

Creating more than just text

Cultures around the globe do not share the same semiotic system or the same system of communication. Creating a text in the target language that embraces this diversity is a complex and challenging process, which entails showcasing in-depth knowledge of the local culture and succeeding in provoking the intended feelings and reactions to the target audience.

Whether launching a new product or prompting people to comply with a new policy, a captivating text that allows immersive reading is key to further engagement. But is “captivating” content the same in Asia and Western Europe? Will the Italians laugh at the same puns as the French? Is it possible that what is offensive in one language is acceptable in another? And are all these relationships static or constantly changing? How can you navigate from the source text to the ideal target text, working your way around obstacles like gender, geopolitics, or profanity while maintaining all the vivid colors of the source text?

A creative approach is needed to avoid a flat, uninspiring target text.

What this process involves

Good research is necessary to recreate the voice of the Communicator (in other words, the client) consistently and accurately. In copywriting, the tone of voice needs to be determined in advance in order to establish whether it should be dominant (for instance, when marketing a brand) or subtle (for example, when trying to raise awareness).

The intended Message must be successfully conveyed at all costs. The flexible and dynamic nature of language allows us to handle the lexical entities, syntax, and grammatical structures of the source text as secondary, replacing them with entirely new concepts and ideas.

The Medium is just as important. Here are some examples of different channels of communication that apply in copywriting:

  • Articles

  • Editorials

  • Website Content

  • Email Marketing Copy

  • Digital Advertising Copy

  • Print Advertising Copy

  • Blogging

  • Social Media Content

Further, the Recipient (in our case, the audience) affects the register, tone of voice, and content. Here are some basic factors to take into consideration as regards the audience:

  • Age

  • Experience

  • Background

  • Mass Communication

  • Targeted Communication

Finally, the intended Effect (how the audience responds to a piece of communication) is the most obvious yet challenging element to consider. In general, the intended effect is to try to get people to do something, like purchase a product or comply with a policy. It is not just a call to action; the goal is to get people first to feel and think and then respond.

How we can help

Our creative team at ORCO consists of native speakers residing in Greece who have a long experience in transcreation and copywriting. Our translators excel in research, creativity and technical aptitude and can offer tailored solutions.

 Our team has creative experience in the following industries: banking, consumer electronics, entertainment, films, food and beverages, gaming, history, insurance, IT, journalism, language, lifestyle, medical, mythology, news, TV series, tourism and sports.

Get a quote for your project, find out more about our services or learn about the Trados translation solutions.

If you are interested in joining our team, feel free to check out the available options under our dedicated Careers section.

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