{"id":15,"date":"2016-11-25T11:33:57","date_gmt":"2016-11-25T11:33:57","guid":{"rendered":"http:\/\/www.glm-international.it\/?page_id=15"},"modified":"2019-04-14T15:03:16","modified_gmt":"2019-04-14T15:03:16","slug":"transcreation","status":"publish","type":"page","link":"https:\/\/www.glm-international.it\/en\/transcreation\/","title":{"rendered":"Transcreation"},"content":{"rendered":"<\/p>\n<p>Italian <strong>UNI standard 11591:2015<\/strong>, according to which I&#8217;m<strong> certified,<\/strong> defines transcreation as \u201cadaptation of texts for advertising\u201d.<\/p>\n<p>In other words: taking a concept in one language and completely recreating it in another, so as to fully preserve the effectiveness of the original message.<\/p>\n<p>This requires a thorough acquaintance with the source language: it is indeed necessary to understand why the original message works in order to succeed in conveying it in the target language.<\/p>\n<p>Competence and cultural awareness take care of the rest.<\/p>\n<p>The objective of transcreation is not to say exactly the same thing in another language: with many texts this would not even be possible.<\/p>\n<p>The aim is rather to achieve the same effect in all languages, something that a translation alone is not always capable of doing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Italian UNI standard 11591:2015, according to which I&#8217;m certified, defines transcreation as \u201cadaptation of texts for advertising\u201d. In other words: taking a concept in one language and completely recreating it in another, so as to fully preserve the effectiveness of the original message. This requires a thorough acquaintance with the source language: it is indeed [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"_links":{"self":[{"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/pages\/15"}],"collection":[{"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/comments?post=15"}],"version-history":[{"count":7,"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/pages\/15\/revisions"}],"predecessor-version":[{"id":119,"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/pages\/15\/revisions\/119"}],"wp:attachment":[{"href":"https:\/\/www.glm-international.it\/en\/wp-json\/wp\/v2\/media?parent=15"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}