Edit: Now that I’ve cooled down (and regained my clarity), I realize this chart is a perfect example for discussing translation concepts with TS students. Already thinking of a lesson plan ✨
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When #translation, #localization and #transcreation fall into the hands of marketers, you get charts like this: strict adherence to nonsense, moderate confusion, and highly creative misinformation. Vermeer, Newmark and Nida rolling in their graves.

This chart labels transcreation as "advanced" while calling translation "basic". It divides translation into three categories, from literal to creative, with creativity apparently costing extra. As if creativity could be measured like a commodity. Unbelievable.

And why the rigid categories? Emails or product information can require creative strategies depending on the audience and message. The idea that technical content is always literally translated overlooks the need for cultural adaptation even in technical fields.

This obsession with equating translation to "literal" work, while everything else costs extra, is seriously triggering. There's so much more to unpack here, but I'm too emotionally invested to go on. Maybe another day.

Thank you, Bridget Hylak, for highlighting this.