Transcreating like you mean it: a book review

“Translation – Transkreation. Vom Über-Setzen zum Über-Texten. Zur „Übersetzung“ von Marketing-, PR-, Werbe- und generell allen Texten, die für Image (und Umsatz) wichtig sind“, by Nina Sattler-Hovdar

Short version: a must-have if you work in the field and speak German.

Longer version: a must-have. It provides highly useful information on three topics that are of interest for any translator working with marketing texts: the practicalities of creative translation, specific techniques and workflows, and business skills.

An excellent book from Nina Sattler-Hovdar, highly recommended.

An excellent book from Nina Sattler-Hovdar, highly recommended.

The practicalities: managing creative workflow (a glass of wine with Ogilvi? Sure, why not), workplace organization (I tried used some of the tips, and they made a world of difference), optimizing CAT tools use at the drafting stage.

Specific techniques: all based on EN>DE examples, and give an excellent overview of possible solutions to tricky marketing expressions and words (for example, “exciting”. The Germans are drastically less excitable. So are the Russians. An exciting discovery!). Blank space is thoughtfully provided to jot down own ideas and versions.

Added bonus: some marketing and copywriting theory with additional sources and checklists for workflow and editing.

Negotiation skills: the main point is that creating an attractive transcreation/creative translation/copy takes time, and this time should not be given away free. Conversation templates are included to help you make the point. Also included: sample briefing questions and general FAQ on this specialization.

You can find additional information, read a sample, and order the book here.

Ekaterina Howard, Pinwheel Translations. Business, marketing and real estate translations from English and German into Russian

Ekaterina Howard, Pinwheel Translations

English to Russian and German to Russian translator working with business, marketing and real estate materials. ATA and CATI member.