Transcreation & Marketing Translation

This course introduces translators to the dynamic role of transcreation in marketing and branding for global companies and local audiences, preparing students to specialize in a demanding and profitable sector of the translation industry. The course will address the spectrum from marketing translation to transcreation to multilingual copywriting along with the process of recreating highly visible consumer content for a new cultural context. Students will gain experience in working from briefs, collaborating with teams of content creators, producing culturally adept translations, and providing variants for client selection. Projects include the transcreation of slogans and advertisements for print, web, audio, and video, based on examples drawn from mass marketing to luxury brands, with students encouraged to choose assignment material from campaigns and companies that appeal to their interests and relate to their career plans.