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Transcreation

Transcreation

When an American airline company attempted to advertise its new leather seats to potential Mexican first class passengers, they translated the slogan “Fly In Leather,” literally. They didn’t know that the translation read “vuela en cuero,” which in Spanish means “fly naked.” To some, that sounded a bit too comfortable.

  • This is a prime example of a bad transcreation, or the adaptation of an original message into another language. As the name implies, transcreation not only means translating, but also recreating your branding text and your ad campaign for international markets. Transcreation is used in fields where messages can carry many nuances, subtle meanings and plays on words, such as advertising, public relations, and marketing.

    Bromberg’s copy-writing experts can create your global image by reinventing your idea and adapting it to the country of your target audience.

    Here are some funny, yet disastrous examples of what happens when transcreation is not taken seriously:

    1. A chicken restaurant chain experienced quite a headache when a phrase from their ad campaign, “finger lickin’ good”, came out in Chinese as “eat your fingers off.”

    2. The Dairy Association’s successful campaign “Got Milk?” in Mexico turned into “Are You Lactating?”

    3. A Swedish household appliance giant promoted its vacuum cleaner to the US market, assuring its American customers that “Nothing Sucks Like” their brand.

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Bromberg & Associates staff was a pleasure to work with. This translation company had a great representation of professionalism and showed high level of work ethics. I would definitely recommend them to anyone who needs professional translation in a very reasonable time frame.

OKSANA B. MOCERI

Private Client

On behalf of the Detroit Metro Convention & Visitors Bureau, I have used Bromberg & Associates on numerous occasions, and have always been impressed and completely satisfied with their work. Prompt customer service and communication is key when it comes to Bromberg’s employees. Their work is always flawless and is produced with a quick turnaround.

DANA ZOLYNSKY 

Detroit Metro Convention & Visitors Bureau

I have used Bromberg & Associates many times over the past year for various language projects. Bromberg has been able to fill my entire request very timely and their linguists are extremely professional. Bromberg is my “go-to” foreign language company for all my company’s needs.

KIM BROTHERS

Our business’s experience with Bromberg & Associates goes back several years. They have always been fast to respond, reasonably priced and do excellent follow-up on everything. Very professional and extremely attentive to detail. We are very happy to have been dealing with Bromberg & Associates!

DOUGLAS ROSSIRE

Thanks to Bromberg & Associates, LLC, I got my document translated in a very short time within 48 hours in excellent quality.

PAV

Private Client

When our club wanted to help women who were being exploited, we decided to create an informational brochure and to have it translated into other languages in addition to English. It seemed like a daunting undertaking! Fortunately a committee member found Bromberg & Associates. At every step in the process of creating, translating and distributing the brochure, Jinny Bromberg and her capable staff provided creative solutions, always in a timely, fairly priced and cost-effective manner. Moreover, as a business committed to its community, Ms. Bromberg and her staff contributed their considerable knowledge and sensitivity, which greatly added to the project’s success. We look forward to working with them in the future.

THE SERVICE COMMITTEE OF ZONTA OF DETROIT

Thanks to your team for all of their hard work on Automation Alley’s business attraction video. The finished product is exactly what we were looking for! Thanks again and we look forward to working with you again in the future.

MICHELLE

Automation Alley

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