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Translation vs. Adaptation
When we use an existing English material
(TV commercial, radio spot, print ad or any piece of
communication) we ADAPT it or RE-CREATE it instead of
simply translating it. We’ve found over and over that
Hispanic consumers are often aware when something has
been “translated,” creating a feeling of being “second
best”- a feeling that could easily alienate potential
customers. To reach our market in the most effective
manner, we capture the original English concept, then
carefully ADAPT it or
RE-CREATE it into Spanish in a way that makes the most
sense for the client and the consumer. You need a poet
to adapt a poem. You need advertising people to adapt
advertising. We’re just that.
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Initiative
892 - Washington State