Transcreating Headlines is one of the most interesting parts of a translator’s job, especially when it will be seen around the world. This is especially true for headlines from large multinational companies like Apple Inc. This article walks through a fascinating example of a single headline introducing Apple Pay into more than a dozen languages. Where did Apple go right in transcreating it? Where did the team “punt” and do a more or less literal translation? Looking at examples from Spanish to Japanese, we see that even large companies with big budgets produce varied quality translations.

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