People won’t buy a product/service they don’t understand. This is the reason for every localization effort and everything that it may include, from market research, development of custom technological solutions, translation to linguistic fine-tuning. But is product/service localization really enough for the global success?
Copywriters use a variety of stylistic devices to create catchy and effective marketing messages. Most of the time, though, these devices only work in the source language and can easily get lost in translation. This is where transcreation or creative translation comes into play.