Cultural adaptation

HomeCultural adaptation
Translation can be a challenge when 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, it is called “transcreation”). This involves a creative process akin to the translation of poetry or fiction.

Our marketing translators:

  • Have a strong background in advertising, marketing, and/or literature
  • Provide translations that are as convincing, idiomatic, and elegant as the source documents
  • Collaborate with colleagues who have a background in the relevant subject area if the text advertises technical or medical goods or services

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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