Double entendres and explicit content: the nuances of Spanish lyric transcreation
A passionate hook-up in a club vs. a dreamy meeting with true love – how can the same song come across so differently in another language? The answer lies in lyric transcreation.
When you’re used to using the Latin alphabet, it can be easy to overlook one of the central questions of any language – how we write it down. A look at some of the more interesting ways in which languages have put pen to paper.
Many of us are familiar with the idea of conlangs (“constructed languages”) from TV shows like Game of Thrones and books like the Lord of the Rings series. But one video game went the extra mile to fully draw its players into its world – Far Cry Primal.
Shava-what? Namast-heh? It’s worth stretching your mind beyond the four corners of your yoga mat. Translating the most important yoga terms might well be the first step towards inner peace.
What types of copy require creativity? Why does a three-word slogan or simple app need more time than an informative press release? We’ve identified a few examples when transcreation makes sense.
Successful translations are invisible. That makes them hard to find. We’ve selected a few prime examples of how it’s done.
Millions of gamers play PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG) on Steam, on mobile, on Xbox – and now on PlayStation. With this important launch planned for the end of 2018, PUBG sought out a creative translation agency that could help the game reach its audience in more than 20 countries. And found Supertext right in its neighborhood.
Supertext sponsored the 2019 MIIS Career Fair to meet the next generation of localization professionals. And spread the word about its mission.
Video game localization can be simultaneously entertaining and infuriating. Who can forget the “All your base are belong to us.” fail? There are many pitfalls to localizing games but hiring the right team of professionals, starting with the translators on the front line, is a good start. So what makes a super team?
Amy S. Choi and Rebecca Lehrer, founders of the Mash-Up Americans podcast, hosted a vibrant discussion at The Hammer Museum in Los Angeles about languages and polyglots. As a French transplant and new addition to Supertext’s team of language geeks, I was intrigued.
Comic-based movies are ruling the box office, including Deadpool 2, the sequel for Marvel’s manic mercenary who loves breaking the fourth wall almost as much as saying “chimichangas.” But have you heard of the great lengths creators and publishers will go to reach their audience – sometimes using terrifically terrible translations for comedic effect?
KJUS, the exclusive ski and golf apparel brand, chooses Supertext to copywrite its campaigns and collections.
Reverb, the world’s most popular online marketplace for music gear, connects millions of musicians around the world with the help of Supertext. In Spanish, German, French, Japanese and the universal language – music.
How was your 2017? If it already feels like a decade away, tune in to YouTube Rewind 2017 and be flooded with memories of the greatest tunes, memes and viral moments of the year. Created by Portal A for YouTube and subtitled by Supertext for a global audience.
Remy Blättler, Chief of the System at Supertext, is speaking on Translation Memory and Termbase Extraction with Artificial Intelligence at the LocWorld35 Silicon Valley conference.
We want to help both sides find the right words. And make the world a better place. At least 30% better.
Supertext USA, Inc. is partnering with Incite Group for the flagship Incite Brand Marketing Summit on October 24 – 25 in New York City. Kristy Sakai, CEO, will be speaking on a panel of distinguished global marketing VPs on “The dos and don’ts of content creation, curation and messaging”.
So you’ve decided to go global, and your first step is to target the prolific Hispanic (Spanish-speaking) consumer base that dominates the Western Hemisphere. You head over to Supertext.com, submit your marketing content for translation into Spanish, and think to yourself, ‘all 22 countries due South plus Spain in one go? Score!’ Not so fast, amigo!
Once upon a time, you had a wonderful idea.An idea that wouldn’t let go. One day, you decide to take the leap. You set out to turn your idea into a business. And through innovation and determination, you make it succeed. As it grows, it instills in you an unwavering desire to share it with the rest of the world. So, what do you do?
Just one day before Wonder Woman soared into US theaters, I arrived at Supertext in peace.
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