{"id":73569,"date":"2019-02-18T16:29:46","date_gmt":"2019-02-18T15:29:46","guid":{"rendered":"https:\/\/www.acmesas.com\/?p=73569"},"modified":"2019-06-05T15:43:45","modified_gmt":"2019-06-05T13:43:45","slug":"la-transcreation-cose-e-a-cosa-serve","status":"publish","type":"post","link":"https:\/\/www.acmesas.com\/en\/la-transcreation-cose-e-a-cosa-serve\/","title":{"rendered":"La Transcreation: cos&#8217;\u00e8 e a cosa serve?"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"--awb-padding-top:40px;--awb-bg-size:cover;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\"><div class=\"fusion-text fusion-text-1\"><p>Ti affidi a un buon <a href=\"https:\/\/www.acmesas.com\/\">traduttore italiano inglese<\/a> e <a href=\"https:\/\/www.acmesas.com\/\">inglese italiano? <\/a>Sei sicuro di non avere bisogno di un transcreator?<\/p>\n<p>Si sente sempre pi\u00f9 parlare di transcreation, una parola un po\u2019 cacofonica dal significato piuttosto oscuro. Ma cos\u2019\u00e8? E a cosa serve? E che differenza c\u2019\u00e8 fra un transcreator e un traduttore? Facciamo un po\u2019 d\u2019ordine.<\/p>\n<h4>Cos\u2019\u00e8?<\/h4>\n<p>La transcreation \u00e8 la <strong>resa di un testo<\/strong>, soprattutto di natura creativa o emotiva, <strong>in un\u2019altra lingua mantenendone lo stesso intento, stile, tono e contesto<\/strong>. Spesso accade che ci siano parole o espressioni che non sono traducibili da una lingua all\u2019altra, vuoi per differenze culturali o di terminologia; basti pensare a giochi di parole, modi di dire, proverbi, slang, ironia, ecc. In questi casi la traduzione non basta, anzi pu\u00f2 essere deleteria. La transcreation \u00e8 una via di mezzo fra la traduzione e il copywriting, per cui un testo viene riscritto mantenendo il messaggio originale.<\/p>\n<h4>A cosa serve?<\/h4>\n<p>La transcreation \u00e8 tipicamente usata per<strong> testi promozionali o pubblicitari<\/strong>. Molte aziende tendono a standardizzare la propria comunicazione utilizzando l\u2019inglese, ma ci\u00f2 comporta diversi rischi. Questo tipo di testi sono per definizione pensati e scritti per attirare l\u2019interesse del pubblico; ma cosa succede se il pubblico non ha sufficiente conoscenza dell\u2019inglese? La risposta \u00e8 una di queste due: il messaggio \u00e8 parzialmente o del tutto incomprensibili al pubblico, che finisce per ignorarlo; o il messaggio deve essere molto semplificato per garantirne la comprensione, a discapito del risultato. <strong>Il modo migliore per essere top-of-mind per il pubblico \u00e8 di offrire contenuti di grande impatto che siano nella loro lingua e che riflettano la loro cultura.<\/strong><\/p>\n<h4>Come si fa?<\/h4>\n<p>Per far s\u00ec che un testo sia scorrevole e sembri il meno possibile una traduzione, un buon <a href=\"https:\/\/www.acmesas.com\">traduttore<\/a> ricorre molto spesso a parafrasi piuttosto che a una traduzione letterale. Ma la transcreation va oltre. Nella maggior parte dei casi il testo va interamente riscritto, <strong>mantenendo lo stesso messaggio dell\u2019originale ma rendendolo con uguale forza e impatto nella lingua di destinazione<\/strong>. Un ottimo esempio \u00e8 il payoff di Swiffer: l\u2019inglese <em>When Swiffer\u2019s the one, consider it done<\/em> viene reso con l\u2019italiano <em>La polvere non dura perch\u00e9 Swiffer la cattura<\/em>. Come si pu\u00f2 notare non si tratta di una traduzione, anzi le due versioni utilizzano parole completamente diverse. Eppure vengono mantenuti la rima e il ritmo; l\u2019impatto e la memorabilit\u00e0 sono le stesse; il messaggio \u00e8 lo stesso e viene trasmesso in modo forte e chiaro.<\/p>\n<h4>Chi \u00e8 il bravo transcreator?<\/h4>\n<p>Contrariamente a molte altre discipline, la transcreation richiede <strong>parti uguali di arte e mestiere<\/strong> \u2013 ovvero, il talento innato \u00e8 importante quanto l\u2019esperienza. Un bravo transcreator <a href=\"https:\/\/www.acmesas.com\">inglese italiano<\/a> deve avere la completa padronanza della lingua, conoscere la cultura tradizionale e pop del paese di destinazione e tenersi informato sulle ultime tendenze. Inoltre deve instaurare una stretta collaborazione con il cliente, comprendere bene gli obiettivi del progetto e i significati che devono essere trasmessi al pubblico. Ma ugualmente essenziale \u00e8 avere il senso del linguaggio, essere abili nel giocare con le parole e soprattutto avere la passione per questo tipo di sfide.<\/p>\n<\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-button-wrapper fusion-alignright\"><a class=\"fusion-button button-flat button-medium button-default fusion-button-default button-1 fusion-button-span-no fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.acmesas.com\/articoli\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">TORNA AGLI ARTICOLI<\/span><\/a><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-sharing-box fusion-sharing-box-1 has-taglines layout-floated layout-medium-floated layout-small-floated\" style=\"background-color:#5e5e5e;--awb-layout:row;--awb-alignment-small:space-between;\" data-title=\"La Transcreation: cos\u2019\u00e8 e a cosa serve?\" data-description=\"Cos&#039;\u00e8 la transcreation? 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