Translation, Transcreation, Transadaptation and the Science Behind Them

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Over the last couple of years, the localization industry has become more and more aware of the fact that translation is not always enough. We are (and rightly so!) shifting our mindsets from thinking about purely linguistic equivalence to considering functional equivalence within localization - with the focal point being not what our content says in other languages, but whether it can generate the same results.

That necessitates recognizing international audiences as individual groups, with their own culture, customs and ways to communicate. Linguists are expected not only to translate, but also to adapt and consult on what's the most appropriate style and tone of voice for their respective audiences. More and more often, we are bringing in specialized teams to do copywriting or consulting on specific cultural aspects of our content. And all that for it to feel more local - and not foreign.

This presentation will discuss the change of focal point that has been happening in the industry over the last few years, "...drawing heavily from cultural studies and social sciences, as well as case studies from the speaker's recent projects, and the reasons behind all these changes.

ABOUT THE SPEAKER:

Ella Pętlicka is Senior Program Manager, Localization, at Pinterest. In her over 15 years in the localization industry she has worn many different hats, from translation through project management, until five years ago she began designing localization programs, first at Venga Global, then at BetterUp, and now Pinterest.

She helps companies "go global" and cater to the needs of their international audiences in a scalable way, while recognizing that those needs can differ significantly between different markets. The principles she follows when enabling localization for companies are challenging the status quo and providing a delightful user experience. She is driven by the passion to make content accessible to global audiences and have it speak their language.

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Many thanks to our Xiang Zhao, Giulia Dugo, and all our friends at on the Adobe DX Globalization team for hosting this online event!

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