Hochschule Anhalt, K├Âthen
Department of Computer Science and Languages

Trends in Translation and Localization

March 02. to 06. 2020

Tuesday

Transcreation: the nuts and bolts (and then some)

Mar 3, 2020, 9:00 AM - 5:00 PM

The demand for transcreation services is strong, and rising. However, misconceptions about transcreation abound. What is it, really? To some it’s just a fancy term for selling translations at a higher price tag. Yet while it’s certainly true that transcreation work doesn’t come cheap, it is more than just a premium-quality kind of translation.

In this full-day seminar, you will gain insights into the special challenges (and rewards) that this type of service poses. We will discuss how transcreations differ from translations, practice select transcreative techniques, and learn how to argue the case for transcreation services whenever they are called for.

The topics we will cover include:

  • Which situations and types of texts call for a transcreation?
  • In what ways does a transcreation process differ from that of a translation?
  • How does creativity work in transcreation?
  • How can I better unlock my transcreative potential?
  • What are the deliverables in a transcreation project?
  • Why are transcreation jobs so time-consuming? How can I estimate the time needed for transcreating different types of texts?
  • How do I respond to translation requests that should actually be handled as transcreations?

This seminar is for:

Linguists who would like to start out in the field of transcreation or gain more confidence in the way they approach transcreative work.

Nina Sattler-Hovdar

Nina Sattler-Hovdar is a graduate interpreter and translator working from English, Norwegian, and Danish into German, as well as a transcreator and copywriter with many years of experience as a marketing research and strategic planning executive.

Based on her combined expertise from the translation and the marketing worlds, Nina has become a well-known speaker, consultant and coach for freelance translators aspiring to gain a better positioning in the market, and for companies wanting to improve the ways they work with language providers in the field of marketing and corporate communication.

Nina‘s highly praised book on transcreation (“Translation-Transkreation – Vom Über-Setzen zum Über-Texten”, in German), was published by the German Federal Association of Interpreters and Translators (BDÜ) in 2016. 

Her second book, titled "Get fit for the future of transcreation", was written in English and published in July 2019 (available on amazon and www.transcreationexperts.com).