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UTICamp-2019: July 22–28, 2019. Dnipropetrovsk region, Ukraine
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Alessandra Martelli (Copywriter and translator)

Copywriter and translator 

Alessandra Martelli is a copywriter and translator based in Turin. A true believer in the power of words, she helps companies hone their voice and grow their business on Italian and English-speaking markets. 

Alessandra is also a qualified trainer, organising courses and workshops with industry associations and educational platforms. Alessandra is an Associate of ITI, and a member of ACTA.

Transcreation: Honing Your Skills

With challenging projects and a high-end clientele, transcreation is a sought-after specialization. Neophytes often see it as the perfect way to capitalize on the wild and visionary side of a linguist’s brain whilst showcasing their wit and originality. But there’s more to it than meets the eye.

As a transcreation specialist, creativity is just one of the skills and abilities you need to provide top-notch adaptations that drive leads and sales. What about the other pillars? How can you build, develop and refine essential transcreation-related skills?

By the end of the webinar, you will find out more about:

  •  the perils of relying on creativity alone
  • - the key competencies transcreators need to succeed
  • - practical ways to hone your skills over time.

A Сreative Text is Born

Creative texts captivate readers with a graceful blend of content and flair. They work like magic – but there’s art, craft and science behind the playful swirls.  And the same approach is needed to brew such messages for a new audience. In this session, we explore how creative texts come to life: the decision-making and language choices that shape the style of copy and content. And: what translators need to know (and use) to re-create the magic.

The session looks behind-the-scenes of crafting a "creative text" (e.g. marketing copy, slogans, presentations). 

It revolves around the deliberate choices a copywriter makes when writing a text (from outline to wording), all of which contribute to the overall efficacy of the text - showing that the very same choices apply to the translation of a creative text, and that mindful attention to the "big picture" and to the "individual elements" is key to providing top-tier adaptations.