| |
|
How
to make your original language script and copy sell effectively in
other languages, while retaining the core concept, message and
essence in the bargain. Too
many advertisers today are just not getting through to that vast
segment of the buying public; the mass Indian consumer. The consumer
that does not think in English, but has deep rooted local believes
and customs that influence each of his actions, right from his
eating habits to the way he takes a decision. It's
a market that today represents billions of rupees in annual retail
sales, and even more significantly, that will make up more than a
billion individual buyers in the next decade and a half. So,
as we're disclosing some trade secrets, and debunking a few myths,
we're going to show you how to make your copy and script speak the
local language, and save you time and money in the process. ‘Transcreation’
& not ‘Translation’….. ……The
difference between a ‘translator’ and a ‘trans-creator’ –
‘Butcher’ and ‘Surgeon’, the number of agencies who hand
over a jewel of an idea to a translator, or to the novice of
language(s) is appalling. You wouldn't hire someone to write in
English for a major account whose only qualification is familiarity
with the language, so why treat your other markets so cavalierly? The
fact is, translators aren't copywriters: they're word exchangers. It
takes advertising expertise as much as language facility to make
advertising ideas work. We’ve
got both!!! |
