How do you handle the challenge of translating content that includes humor or wordplay, which may not directly translate?

I find that challenging. Especially when it comes to puns. Sometimes it is easy to come up with an alternative, but most of the time it just does not work. Instead of forcing it, I try to come up with a few alternatives and they discuss them with the client. Recently, I worked with a client who needed it to translate a script for a radio commercial. Their company name was great for a pun and wordplay in English, but did not work well in Spanish. This funny/pun intended was part of their identity. So I talked to the client, explained and suggested some changes in the copy to give priority to the humorous tone of their business. They agreed with my suggestions. So it really depends on each case.

When translating humor or wordplay, I focus on preserving the intent and emotional impact rather than a direct translation. Here's how I handle it:

Understand the Source:
I analyze the humor or wordplay to grasp why it's effective in the original language—whether it's a pun, cultural reference, or situational comedy.

Adapt Creatively:
If a direct translation isn't possible, I find equivalent expressions, jokes, or wordplay in the target language that evoke a similar reaction or tone.

Consider Cultural Context:
I ensure the humor is culturally relevant and appropriate for the target audience, sometimes replacing or reworking references to make them relatable.

Prioritize the Impact:
My goal is to elicit the same emotional response—whether it's laughter, amusement, or a smile—even if the exact wording changes.

Consult with the Client:
For particularly tricky cases, I communicate with the client to ensure the adaptation aligns with their expectations and audience preferences.

This approach balances fidelity to the source text with the creativity needed to make humor and wordplay resonate in the target language.

To translate and localize such contents a whole lot of research is needed. Personally I research several dictionaries, blogs, website and I seek advice from other mother tongue speakers. Useful is also the open communication with the customer itself, to gain context and insight on the use of the expressions. Most of the times this will make for good result that very closely resembles the original expression. 

Understanding the audience is essential, as language, humor, and phrases vary by culture. Different forms of humor/wordplay require tailored approaches, especially when dealing with irony and cultural references, which are often the hardest to translate effectively.

Where possible, I try to find an equivalent joke/wordplay in the target language. Cultural references should also be adapted, as jokes/sayings rooted in one country’s context may not resonate with an international audience. So I focus on the intent of the humor/wordplay. Is it just to make the reader laugh and lighten the mood, or is it to convey some new ideas and cause the reader to reflect? Once the purpose is clear, then I try to recreate it to achieve the same effect in the target language.

Always happy to help.

An outstanding approach to translating humor or wordplay involves blending creativity with cultural insight. I always start by fully understanding the joke’s essence, asking, “What reaction is this trying to evoke?” I then look for culturally equivalent expressions or idioms in the target language that could achieve a similar effect. When an exact match is impossible, I adapt the humor to something relatable for the audience, sometimes adding a translator’s note if the original context is essential.

For example, when translating puns or plays on words, I might craft an entirely new line that mirrors the spirit of the original joke while preserving the flow. Humor is about timing and relatability, so a natural-sounding adaptation that resonates with the reader’s context is always my goal.

This approach lets me balance accuracy with cultural relevance, keeping the final text just as engaging as the original!

Know your target group. Language nuances, humor, wordplay idioms, and phrases are unique to the culture. Different forms of humor—such as puns, sarcasm, irony, slapstick, or cultural references—require different approaches.

Irony and cultural references are the hardest ones to convey in another language.

Find Equivalent Wordplay or Puns. You may need to create new wordplay that matches the tone and intent of the original joke, even if the exact words or sounds are different.

Adapt cultural references. In today’s fast-paced world, jokes from country A won’t be understandable in country B. Many jokes and humorous references are culture-specific and may not resonate with readers from a different background.

Recreate the function. Check if the joke/wordplay still makes sense in your text. Sometimes it will be better to focus on the function of it. Did the author want the reader to laugh/cringe/lighten the mood?

Humor often arises from the broader context, such as the interplay between characters, situational irony, or timing. If your text changes, it might be better to adapt or skip it.

Please, consider your target group's sensitivity. Humor can be subjective and culturally specific, and what is considered funny or appropriate in one culture may be offensive or fall flat in another. 

Collaborate, ask the author, and test with native speakers, preferably a few times.

When translating humor or wordplay, the key is to capture the essence rather than the exact words. I look for equivalent jokes or puns in the target language that convey the same humor or playful meaning. If that's too tricky, I might tweak the content or add a brief explanation to make sure the humor still feels natural for the new audience