Copy Adaptation

Copy adaptation is a service that goes beyond the usual translation of content. For a long time this has been the key for a successful translation, both for marketing texts and for product presentation, in particular for slogans.

Simply put, our team knows countries and their behaviours. Your slogan can therefore be adapted to a specific market whilst retaining its effectiveness and power.

Just imagine, you have created an advertising campaign for your new product and you know exactly what type of message you want to convey to the potential buyers. Although the general message may still remain the same for each country of destination, the copy expressly involved in these announcements must be modified for a number of reasons: • Direct translation may not work well as the message is inconsistent with the uses and country customs. • Some sentences or references may be culturally inconceivable or on the contrary they may be extremely relevant yet misleading. • People use similar products on their market in different ways.

Copy Adaptation is similar to another type of linguistic service called localised translation. In fact, the two typologies overlap in various points, making it difficult for strangers to explicitly define and separate the two; let's see the differences together. As the name suggests, copy adaptation focuses solely on copying any content. These are the written words that are meant to influence people's purchasing decisions and this type of copy is found everywhere from classified ads and website pages to product listings and billboards. Localised translation not only focuses on copying texts but can include visual content, layouts, codes and even the physical design of products, everything needed to adapt products to local markets. Similarly, copy adaptation always works to adapt the same piece of copy to multiple recipients, while localisation can repeatedly lead to the creation of diversified versions of the same product for different markets. For example, a video game software may have content removed, added or modified, while copy adaptation simply needs to modify the textual content. In terms of a complete localisation strategy, copy adaptation is often an integral part of this process, but the two systems are definable separately.

If you need more information on the copy adaptation of your advertising campaigns or on the localised translation for different markets, contact our team who will be able to give you tailor-made advice following the most suitable type of strategy for your business.