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Sometimes She Has to "Trans-Create"

Some idioms, however, don't translate well. So instead of translating a term, Luciana must trans-create. For example, this trend, Neighborhood Watch, is about how Brazilians started searching for Argentina, the country they'd most love to beat, in massive quantity. Neighborhood watch, translated literally into Portuguese, doesn't have the same meaning as it does in American English.

So Luciana adapted the message to "O que fazem 'los hermanos'?" which means roughly, "What are our brothers doing?" "Los hermanos" is Spanish for brothers, and that's what Brazil calls their greatest rivals, the Argentinians.

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