Recently, we came across an article where two friends were discussing Alfonso Cuarón’s movie, Roma. They were debating the narrative’s pace and style. Friend 1, being an Anglo-American, thought it was too slow, and too visual. Friend 2, felt that it was a beautiful movie that reminded him of his upbringing in Latin America. It
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Long gone are the days when global brands needed to ‘just translate’ their marketing content. Today, customers expect content that personally appeals to them, and in response, brands need to strive to create messages that can really resonate and connect with their audience. If your company is eager to enter new European markets then it
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What is transcreation, how does it work and when should you opt for transcreation rather than translation to localise your content? Here’s a quick guide for you. What is transcreation? Transcreation (also called creative translation) is a process whereby we take your creative copy and turn it into something equally as emotive and engaging in
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So, you have been tasked with sourcing translation services to support your company’s international growth strategy. Welcome to the world of localisation. If this is your first time looking for translation services, it can be hard to know where to start. As a marketer, you know that you want your translations to ‘sound good’ and
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Welcome to this week’s Creative Hour here at AJT – we’re so glad you’re joining us. What’s the idea? The aim of this transcreation exercise is to brainstorm creative ideas under time pressure. Set yourself a time limit between 30 to 60 minutes for this exercise. What are we doing exactly? Our objective is to come up with
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It is the month of July which means that Camp NaNoWriMo (National Novel Writing Month) is upon us. Camp NaNoWriMo unites writers across the globe as they try to hit their personal word count goals. Participating in this creative endeavour are two of our in-house translators who are busy devising intriguing plot twists and working hard
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A few weeks ago at the ITI Conference in Sheffield, Adam Fuss, a Russian to English freelance translator and strategic communications consultant, gave a presentation entitled “Translators as communicators – diversifying your career’. During his talk, Adam argued that there is plenty of scope for translators to diversify their service offering. Rather than confining himself to
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Here at AJT, we know that language is more than just words randomly put together to form a sentence. Language is a complex and diverse organism that manifests itself not only acoustically but also visually. In one of our recent voice over projects it became obvious that a proper translation, foremost a written task, sometimes
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I have to start with an admission: I have a bit of a professional crush on the Stranger Collective. Ever since we first had the opportunity to collaborate with the copywriting geniuses at Stranger, translating their beautifully crafted blogs for Coca-Cola’s Think Positively Collective into five languages (this was way back in 2010 and our
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Although I am a native Dutch speaker and have lived in the UK for many years, I still have the occasional embarrassing steenkolenengels (literally coal English) moment. Also called Dunglish: the popular term to describe the mistakes made by some native Dutch speakers when speaking English. The Dutch term steenkolenengels goes back to the early
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