One of the main reasons why companies need to translate is to sell their products to customers in other countries, which is why there is a lot of marketing content to translate. It's a very visible area and sales results are expected, so we need to understand what's expected of us as translators. This session will review what can be classified as marketing translation, what is transcreation, and what you need in order to do a successful transcreation job. The stages in a transcreation project, along with possible challenges and solutions, will also be discussed.
One of the main reasons why companies need to translate is to sell their products to customers in other countries, which is why there is a lot of marketing content to translate. It's a very visible area and sales results are expected, so we need to understand what's expected of us as translators.
Transcreation - or creative translation - can help your business reach out to other markets in the most appropriate language, cultural framework, style and tone of voice, making a single idea really work in different languages and cultures.
One of the main reasons why companies need to translate is to sell their products to customers in other countries, which is why there is a lot of marketing content to translate. It's a very visible area and sales results are expected, so we need to understand what's expected of us as translators.
Transcreation - or creative translation - can help your business reach out to other markets in the most appropriate language, cultural framework, style and tone of voice, making a single idea really work in different languages and cultures.
SEMANTICS (Referring Expressions)
A Referring Expression is any expression used in an utterance to refer to something or someone (or a clearly delimited collection of things or people),
i.e. used with a particular referent in mind.
2nd Group:
Mufarika
Nurmalasari
Putri Aliya Rahma
Sulistyawati
Mawar Emilia Suhendar
Qori Aliarahmi
Universitas Islam Syekh-Yusuf Tangerang
Reference and Denotation
Connotation
Sense Relations
Lexical and Grammatical Meanings
Reference
Reference is the relation between a language expression such as this door, both doors, the dog, another dog and whatever the expression pertains to in a particular situation of language use, including what a speaker many imagine.
Reference is the way speakers and hearers use an expression successfully.
Example :
My son is in the beech tree.
Referent:person Referent:things
Note :
Referent of a part of language : things or people exist in the world even something or someone that not exist but we believe they are available.
Kind of Reference
The English Expression (Part of Language)
Thing/Person (Part of world)
Triangle of meaning by Ogden and Richards
Denotation
Denotation is the straight forward or common – sense meaning of a sign. Literally what is actually shown in an image .
Example :
A red rose is a flower – that is its straight forward meaning or denotation.
An apple is a fruit we eat.
Connotation
Connotation is the emotional and imaginative association surrounding a word.
Kinds of connotation :
Flavor or positive connotation : words that make people feel good.
Unfavorable or negative connotation : words that provoke a negative emotional response.
Neutral connotation : not good or bad ; indifferent ; used when the author doesn’t want to show strong emotions either way.
Sense Relations
Sense Relation is a paradigmatic relation between words or predicates
Kinds of Sense Relations
SYNONYM
Synonym is a word that means exactly the same as or very nearly the same as, another world in the same language
ANTONYM
Antonym is a word which has opposite meaning.
POLYSEMY
Polysemi is a word that has many meaning, but it includes a central groove
HYPONYM
Hyponym is a word whose meaning is summarized in a broader sense
LEXICAL & GRAMMATICAL MEANING
Lexical (derivational morphology) studies word formation which produces new words. It changes part of speech and meaning.
Grammatical (inflection morphology) studies word formation related to grammar. It does not change part of speech and meaning, but give signal grammatical information
You can find the high-quality with most accurate translation services from Turkish translation office by their highly trained and experienced translation professionals.
SEMANTICS (Referring Expressions)
A Referring Expression is any expression used in an utterance to refer to something or someone (or a clearly delimited collection of things or people),
i.e. used with a particular referent in mind.
2nd Group:
Mufarika
Nurmalasari
Putri Aliya Rahma
Sulistyawati
Mawar Emilia Suhendar
Qori Aliarahmi
Universitas Islam Syekh-Yusuf Tangerang
Reference and Denotation
Connotation
Sense Relations
Lexical and Grammatical Meanings
Reference
Reference is the relation between a language expression such as this door, both doors, the dog, another dog and whatever the expression pertains to in a particular situation of language use, including what a speaker many imagine.
Reference is the way speakers and hearers use an expression successfully.
Example :
My son is in the beech tree.
Referent:person Referent:things
Note :
Referent of a part of language : things or people exist in the world even something or someone that not exist but we believe they are available.
Kind of Reference
The English Expression (Part of Language)
Thing/Person (Part of world)
Triangle of meaning by Ogden and Richards
Denotation
Denotation is the straight forward or common – sense meaning of a sign. Literally what is actually shown in an image .
Example :
A red rose is a flower – that is its straight forward meaning or denotation.
An apple is a fruit we eat.
Connotation
Connotation is the emotional and imaginative association surrounding a word.
Kinds of connotation :
Flavor or positive connotation : words that make people feel good.
Unfavorable or negative connotation : words that provoke a negative emotional response.
Neutral connotation : not good or bad ; indifferent ; used when the author doesn’t want to show strong emotions either way.
Sense Relations
Sense Relation is a paradigmatic relation between words or predicates
Kinds of Sense Relations
SYNONYM
Synonym is a word that means exactly the same as or very nearly the same as, another world in the same language
ANTONYM
Antonym is a word which has opposite meaning.
POLYSEMY
Polysemi is a word that has many meaning, but it includes a central groove
HYPONYM
Hyponym is a word whose meaning is summarized in a broader sense
LEXICAL & GRAMMATICAL MEANING
Lexical (derivational morphology) studies word formation which produces new words. It changes part of speech and meaning.
Grammatical (inflection morphology) studies word formation related to grammar. It does not change part of speech and meaning, but give signal grammatical information
You can find the high-quality with most accurate translation services from Turkish translation office by their highly trained and experienced translation professionals.
One of the main reasons why companies need to translate is to sell their products to customers in other countries, which is why there is a lot of marketing content to translate. It's a very visible area and sales results are expected, so we need to understand what's expected of us as translators. This session will review what can be classified as marketing translation, what is transcreation, and what you need in order to do a successful transcreation job. The stages in a transcreation project, along with possible challenges and solutions, will also be discussed.
I thought it was only fair to share my own Brand Book with the world since I show off many of my clients'. I'm a psychology-driven brand strategist who helps entrepreneurs uncover their greatest truths and strengths to build their brands.
Converting Your Crowd for Culture Days, National Arts CongressLiesl Barrell
Intro to landing pages for improved conversion in arts & culture organizations.
Includes updates to "Lay of the Landing" previously published on Slideshare.
Presented by Liesl Barrell
Culture Days National Arts Congress
May 23, 2014
Innovative Ways to do Highly Successful Paid Content Distribution #CMWorldChad Pollitt
*This deck contains GIFs and videos. It must be downloaded and shown in full screen mode for them to work.
The era of “build it and they will come” is over for most verticals and content marketers are feeling the pinch. As a result, brands are beginning to invest heavily in innovative new paid media channels outside last decade’s PPC and display.
The future growth of these channels, in large part, will be powered by content marketers seeking visibility for their top-funnel content.
This presentation seeks to educate content marketers on innovative ways to use paid media in order to leverage it as a distribution channel for future success.
It will also define and identify today’s variations of paid distribution, while exploring recommended budgets required to be successful. In addition, it will map out the paid ad tech ecosystem and deliver actionable tips to maximize both strategic and tactical success.
Attendees of this session will leave knowing:
-The types of paid media
-Why paid media should be an integrated part of most content -marketing programs
-How other companies have been innovative and successful using paid media
-How to budget for top-funnel paid media
-Top tips for success with paid media
-The future of paid media
Phoenix Design Week: User Journeys for Damn Good Digital DesignRebekah Baggs
Designing holistic digital experiences that delight our users and meet our organizational objectives isn't easy, but it's not impossible. User journeys can help.
Is Your Content Resonating? How to Build Connections With ContentUberflip
You've been creating content for a while now, but is it really resonating with your audience?
Great marketing is all about building connections. All your marketing efforts – from content to programs – will only be effective if they manage to capture and leverage your audience's interest. This starts with a deep understanding of your audience, and must be reflected in the content you create and the environment in which your content lives.
In this presentation, Uberflip's Hana Abaza and SnapApp's Lena Prickett provide actionable tips for how to deliver a powerful experience full of content that resonates with your audience.
You’ll learn:
- How to get to know your audience and identify what will resonate with them
- How to find the data you need to continue creating and delivering resonant content
- How to organize your content and provide an engaging content experience
How to create a brand that takes your platform and pitching game to the next ...Kash Bhattacharya
You tell great stories. Have good ideas for content. You are pretty damn good at taking photographs. Also good at the boring important stuff like SEO. Good news is you’ve won half your battle. However, when it comes to pitching and presenting your ideas, you always seem to struggle.
There are so many ridiculously talented writers and bloggers out there-Why should brands work with you? Sounds like you. Then this presentation is for you.
Note-I presented this at the recent Traverse 21 conference in
Palma. If you have any questions re the talk or thoughts, drop me a line kash@biudgettraveller.org
How to SmoothLEE Transcreate Global Content to LocalPickensg
"That won't work here" is one of the biggest roadblocks Regional and Global initiatives face. But what if there was an equation and a leadership mindset that could help you remove some of those roadblocks by building affiliative programs that are improve effectiveness of the central creative brand idea with enhanced local relevancy
This presentation was delivered at Pubcon 2016 in Las Vegas. Talks about the upfront planning and strategy involved in a smart content marketing program. Going beyond Brand-focused content and SEO and shifting to a people-centric approach.
Marc Loveridge's presentation to eMarketing students at UWA.
Citizen Marketing
Your brand is only what people say it is
Listening, Talking, Supporting & Embracing
TIPS FOR ON STAGE PRESENTATION FOR EXECUTIVES AND PROFESSIONALSZAINI ABDUL WAHAB
TIPS SHARED BASED ON MY EXPERIENCES PRESENTING ON STAGE AND REFERENCES FROM OTHER TIPS IN VARIOUS ONLINE MATERIALS.
CUSTOMIZED TO FOCUS ON YOUNG AND FUTURE EXECUTIVES AND PROFESSIONALS
BizBash Elevate: The New Rules of Social Media Reb Carlson
Presentation accompanying a workshop I presented at BizBash's Elevate NYC 2015 Conference. I review the current social media landspace and provided a methodology to creative social media strategy for live events.
Similar to Transcreation and Translation for Marketing (20)
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
3. @gablemoine #HLAtranscreation
C’est tout ce que j’aime
Ich liebe es
Ninaipenda
вот что я люблю
işte bunu seviyorum
Me encanta
我就喜欢
我就喜歡
love ko to
أحبـ`ـه أنا
Amo muito tudo isso
I'm lovin' it
http://www.lexiophiles.com/english/im-lovin-it-slogans-around-the-world
7. @gablemoine #HLAtranscreation
Atlanta Business Chronicle http://www.bizjournals.com/atlanta/news/2014/06/10/coca-cola-boosting-share-a-coke-campaign-in-u-s.html
Call to action =>
expected reaction
Emotions are engaged
12. @gablemoine #HLAtranscreation
McCarthy, Jerome E. (1960). Basic Marketing.A Managerial Approach. Homewood, IL: Richard D. Irwin
Target
Market
PRODUCT PLACE
PRICE PROMOTION
THE MARKETING MIX
13. @gablemoine #HLAtranscreation
Booms, B. & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms
Target
Market
PRODUCT PLACE
PRICE PROMOTION
PEOPLE
PHYSICAL
EVIDENCE
PROCESSES
THE MARKETING MIX
SERVICES
If the target market
changes, everything else
changes, not just
promotion
(communication)
20. @gablemoine #HLAtranscreation
Background / Overview:
America received her wings in 1996, when “bulls balls” were
introduced to the beverage industry. Red Bull focuses on bringing
dynamic energy to all realms of life, let it be Nascar, extreme sports,
study habits, etc. In that, Red Bull created a niche market based
around “energy enhancing beverages.” With its “wing enabling
powers,” Red Bull is considered a “youthful drink” that speaks solely
to the youth...until now.
What is the objective, the purpose of the ad?
To expand Red Bull into the older adult market as a beverage that
can give them the focus needed to tackle their deepest desires.
Target audience: who are we talking to? What do we know about
them that can help us (insight)?
Middle-aged men and women reaching the “midlife crisis” aspect
of their lives. They are in need of an internal change and lack the
motivation and direction to make it happen. They feel they have
wasted away their lives and fear only doom lies ahead.
What’s the single most important thing to say? What is the big idea?
Get your balls back.
What are the supporting rational and emotional ‘reasons to believe
and buy?’
Red Bull increases performance, increases concentration and
reaction speed, improves vigilance, stimulates motivation, and
makes you feel more energetic and thus improves your overall
well-being. About 5%-12% of middle-aged people experience a
midlife crisis. They have fears and anxieties about growing older,
and are willing to try new and adventurous things to reach a sense
of internal stability in their lives.
Red Bull
Red Bull didn’t give us wings to fly; it grabbed us by the jugulars and sent us soaring.
They need to
prove it!
25. @gablemoine #HLAtranscreation
Translation is about
the ability to understand
someone else’s language.
Transcreation is about
the ability to write
in your own.
2011 www.mothertongue.com
#2 takeaway
27. @gablemoine #HLAtranscreation
Pre-production Production Post-production
THETRANSCREATION PROCESS
•Client interview
•Brief creation
•Clarification
•Project instructions
•Style guide
•Translation
•Revision
•Proofreading
•Client review
•Change
implementation• TRANSCREATION
Transcreation => an additional step
in translation, in addition to pre- and
post-production stages, to check
that the reaction is the intended one
31. @gablemoine #HLAtranscreation
1, Not meeting client expectations
=> Shape them w/questions
2. Lack of internal communication
3. Previous experience with
translation of a client
32. @gablemoine #HLAtranscreation
CONCLUSIONS
Ray, R. and Kelly, N. (2010) Reaching New Markets throughTranscreation. Common Sense Advisory, Inc.
• Similar to copywriting
• Marketing & target culture knowledge -
talented writer
• The brief is critical
• Pre- and post-production
• Team communication, including client
• Little room for automation or MT