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Transcreation 1 - Patient Education

Transcreation 2
Transcreation 2

Example of a "transcreation" (a creative transfer). Because good Hispanic marketing is so much more than a translation. See details under ARTIST STATEMENT.

Transcreation 1 - Patient Education | Media List

  • icon Transcreation 2

    Example of a "transcreation" (a creative transfer). Because good Hispanic marketing is so much more than a translation. See details under ARTIST STATEMENT.



Statement

PATIENT EDUCATION - MARKETING COMMUNICATIONS: COLLATERAL
Many people have asked me to show examples of “transcreations” (a creative transfer, as opposed to a translation): This began as a regular translation assignment for a brochure targeting Latino men in the Miami area. However, because of the cultural issues regarding male impotence in Latino populations in the USA, this clearly became a "transcreation" project. Also, the letters “Q&A” on the cover didn’t mean anything in Spanish … “Questions and Answers” translates as “Preguntas y Respuestas,” but in Spanish we don’t use PR or P&R the way Q&A is used in English. So, with no equivalents available, we worked with a designer to create a new visual for the cover.