Chapter 6

Cutting Copy

Abstract

Everything we interact with generates a specific emotion suited to reinforcement or repression. Regardless of culture, users are emotionally affected by the register and tone of the content. In an age of diminishing attention spans, textual content must be impactful, concise, and available in the local language. There are basic principles that improve the grittiness of mundane user experience and can guide the redaction and production of content geared for a global audience. This chapter discusses some of those strategies.

Keywords

Copy; resuability; dialect; translation; transcreation; localization; content; machine translation; search engines

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