Cultural adaptation

HomeCultural adaptation
Translation becomes a challenging process where marketing language is involved. This process of adapting a message from one language/culture to another, while maintaining its intent, style, tone and context, is called «cultural adaptation» (sometimes, «transcreation»). This involves a creative process akin to the translation of poetry or fiction.

Our marketing translators:

  • Have a strong background in advertising, marketing or literature
  • Provide translations that are no less convincing, idiomatic, and elegant than the source documents
  • If the text advertises technical or medical goods or services, they collaborate with colleagues who have a background in the most relevant subject area

A marketing translation has to use culturally dependent elements of the target language while maintaining:

  • Message
  • Tone
  • Style
  • Persuasiveness of the source text


At your request, we will provide you with several alternative translations of your marketing/advertising text. We can also include a detailed explanation of the changes that were required for the purposes of cultural adaptation.

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