高价创译是怎么炼成的，跟市场翻译又有什么区别？

圈圈有话说

之前推了一篇介绍创译的文章，大家都挺感兴趣的。前几天有小伙伴给我分享了挺有意思的一篇类似文章，在此表示感谢。

其实这是国外翻译机构RWS写给客户看的，主要讲marketing translation和transcreation的区别，以及客户怎样才能挑选出合格的创译者。

不过，对创译有兴趣的同学也可以读一读，从侧面了解想要成为创译者，想要赢得客户的青睐，应当具备怎样的特质+技能。

我昨晚跟前辈聊了聊文案以及创译相关的事情，他个人认为创译的需求是相当小的ORZ，大部分是几家机构垄断，有些翻译机构挂着transcreation业务，但你过了也未必有……我听完觉得好打击人呢哈哈哈哈~~

不过，前辈还是鼓励我多试试，万一能折腾出点什么东西呢。这句话我也送给大家，多试试，不亏。

指望一家两家客户吃一辈子这种心态最好不要有，不然到时候一点退路都没有。

If you think transcreation is the domain of only the trendiest consumer brands, think again: we’re seeing a spike in transcreation demand from a number of giants in business-to-business technology and life sciences, let alone consumer sectors like retail and hospitality.

创译需求正在不断增长，所覆盖的行业从零售和酒店旅游业逐步延伸至商对商科技及生命科学领域。

Marketing Translation vs. Transcreation Cheat Sheet

The terms “transcreation” and “marketing translation” were once considered synonymous, but they have evolved to mean two distinct services.

创译和市场翻译是两类不同的服务。

So we offer this handy cheat sheet to help you define terms in sourcing conversations to make sure everyone is talking “apples to apples.”

相较于市场翻译而言，创译中的初始文本仅作为参考，需要创译者发挥创造力（be creative），灵活调整“Concept”，创译内容相对短小精悍。

对创译者的要求也更高：双语营销专家/创意写手/拥有文案写作经验的语言专家

计费：市场翻译按字数计算，创译按照小时计费（按case也有）

Screening for the Right Talent

创译人才筛选

Ability to apply stylistic rules

Many localization procurement RFPs include a test translation, but not all supply crucial details on audience, brand voice/tone, or other useful direction commonly found in a style guide. That lack of direction causes two big problems: first, you’re missing an opportunity to evaluate how well the team understands and incorporates your direction. Second, the translators or transcreators have to guess what you’re looking for. If their assumptions are wrong, test translation results will be skewed, and you won’t be evaluating their best work under normal conditions.

这段主要讲客户针对创译者的考核招募应当包含某些重要内容，特别是目标群体，品牌调性以及Style Guide中的一些内容，创译者应根据对这些内容的理解，提供客户所需的内容。

Two-way cultural knowledge

Both marketing linguists and transcreators must understand the source culture well enough to identify cultural references — and make the appropriate modifications for the target locale. If you have a campaign that riffs off JFK’s famous “Ask not what your country can do for you” quote, include it in your test translation to see whether the team recognizes the reference and how they choose to handle it for the target locale.

创译/营销语言专家必须充分理解源语言所属的文化，然后根据目标受众作出灵活的调整

Long-term commitment

For both transcreation and marketing translation, resources build up knowledge of your brand and style preferences over time — unless they’re unable to commit to your brand long enough to build up knowledge. That’s not the sort of thing that shows up in a test translation, so your RFP ought to include a few questions about team retention strategies, attrition rates, and how the vendor handles knowledge transfer.

创译得是一个长期活儿。创译者必须非常熟悉品牌的前世今生、形象特点、价值观等，这样才能交出符合品牌风格和调性的内容。这也意味着，创译者如果能获得品牌认可，那么很可能就一直背靠大树好乘凉了，经验越做越多，品牌风格肯定也把握得越到位，轻易不会被换掉。

In the world of localization, it’s not uncommon to hand off files to a vendor who completes a “black box” process and hands back finished files. Marketing translators are familiar and comfortable with this process. Their translations stay close to the source material, their linguistic output is often flawless, and when they’re done, they’re done.

Transcreators expect and require a more iterative process featuring direct communication and feedback with their clients, just as you’d expect in working with a creative ad agency. As a result, your transcreation screening process can’t be a carbon copy of your standard test translation process.

一般而言，普通本地化译者拿到待翻译的稿件（往往缺乏其他补充信息）翻译完毕，返回给项目经理之后就完成了，可以比作是直线型的。

而创译者需要跟客户进行直接沟通，根据反馈意见并不断修改，是一个不断迭代的过程。

Creative range

Depending on your program’s mission, you may be looking for a specialist who brings knowledge depth and experience with a particular topic area or content type. Or you may be looking for someone who can adapt across a variety of styles, industries, or target audiences. Make sure you communicate those needs to the vendor, and ask for a portfolio review, since transcreators often keep portfolios of past projects.

创译者一般需要提供作品集。客户可能需要创译者提供某个特定领域/内容类型的深度专业知识/经验，或是能够根据各种风格、行业或目标群体进行针对性调整。

Wordsmithing

Expect transcreators to be clever, succinct, and artful in the way they craft a tagline or ad copy — and expect vendors to support transcreators with an additional quality review. Transcreators are not necessarily experts on punctuation and grammar the way marketing linguists are. If your test translations reveal strong creative work but a few language errors, tell your vendor you like the candidate but need stronger linguistic control.

创译者表达精炼，用词老道，语言富有艺术性，但是在语法标点上未必有普通译员准确。所以有时候可以是一位创译者搭配proofreader，加强质量管理。

Questions and feedback

Transcreation is inherently iterative. If you supply a test translation and expect transcreators to deliver exactly what you want without that iterative process, you’re not actually evaluating transcreation. Structure your test in a way that encourages thoughtful questions from the transcreators. Creative people often have ideas that push boundaries that aren’t clearly defined at the beginning of a relationship. If you don’t offer a chance to vet ideas, they may play it safe.

创译者最好要积极主动些，多跟客户交流，提出ideas that push boundaries 而不是play it safe。

原文链接：https://www.rws.com/insights/rws-moravia-blog/how-to-screen-transcreation-and-marketing-translation-specialists/#

希望这篇文章对大家了解创译有所帮助~

很拉风的圈圈

非常充实的周末TAT……

明天还有一堆事要干：/

可能还要准备一场面试，慌了==

祝我好运