Latest update date: February 02, 06

Take a look at the differences between marketing translation, localization, and creative translation

When it comes to marketing translation, there are a lot of confusing terms surrounding it! Most people are not sure what those terms mean. So we need to form a distinction between concepts like translation, localization, creative translation, marketing translation, etc.

General translation

This is a concept that you are all probably familiar with. Translation means reinterpreting the meaning word for word or phrase by phrase. Translators will usually translate the meaning of the source language text into an equivalent target language text. For example, the phrase “I love you” translates into German as “Ich liebe dich”. In French, it translates as "Je t'aime".


This process includes an extra step beyond simple translation. You will need to choose the most appropriate variations of a word according to a given target culture. In the article we cited above, the example is the localization of the word “popcorn” into Spanish. In this language, there are more than 10 variations (or different ways of saying it) depending on the region.

You would not translate “popcorn” in the same way for an Argentine audience as you would for a Cuban or Peruvian consumer. Have you ever read something in your language that made you think “who wrote it is clearly from country X” because of the wording or choice of words? If so, the content has not been properly localized to your culture.

Marketing translation

This is a very understandable term that refers to the translation and localization of content. Advertising content is the output of people who write materials that encourage consumers to buy goods or services. Therefore, marketing translation includes marketing texts, promotional activities, packaging and brochures, brochures, product descriptions, websites and web content, etc. 

Creative translation

Some define this process as creative translation, but we support K International's definition. They define it as on-site creative international advertising translation. Because creative translation is too broad a definition for the type of translation that often focuses on these marketing texts.

The purpose of creative translation is to elicit a similarity between response and emotional response in each target market as a consumer experiences in the source market. This is something that the translation itself will not be able to achieve. Some people mention trying to provoke a particular emotional response in the public as "emotional marketing". On the other hand, we are talking about attracting emotions to transform customers.

We hope that this article has helped you answer your questions! If you have any further questions, please let translation company We know in the comments!

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