Does transcreation work better than regular translation? The answer is yes. Transcreation goes beyond translating a text from one language to another. Our transcreation specialists understand the nuances of the target culture and can deliver your message effectively. In other words, they not only use the right words, but also images and cultural references that resonate with the target audience. Transcreation is therefore essential to your international marketing strategy, as it presents your product in the right way and helps your brand grow in the new markets. Our experts are both copywriters and linguists, and can ensure that your message is accurately represented in multiple languages.
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WHAT IS TRANSCREATION?
Transcreation is the process of adapting content from the source language into the new language. The term transcreation has been used in the Anglo-Saxon world for some time, and has become established in the translation industry in German-speaking countries. Transcreation is a combination of the word’s translation and creation, and is therefore often used when it is not possible or desirable to simply translate a text literally. It encompasses both processes, and highlights the importance of creating new, original content for effective cross-cultural communication.
Transcreation is a process of adaptive translation for marketing and advertising messages that retain the essential meaning and emotion while accommodating the cultural differences. It is a combination of translation, copywriting and design, to ensure an accurate, natural-sounding and culturally relevant message.
While traditional translation methods aim to translate and create an equivalent source text in a different target language, transcreation takes a more creative approach. Transcreators take into account the target audience and cultural context when adaptively translating the original text. This may include changes in the tone, style or even the overall message of the original text. They not only adapt the text, but often also create new content to suit the audience. This is something that a word-for-word translation does not cover, as it is based solely on the source text, while transcreation usually starts with an analysis of the creative brief.
The aim of the transcreation process is to produce a text that is both accurate and appealing to the target audience. By ensuring that key messages are conveyed correctly while taking cultural differences into account, transcreation can help companies reach new markets effectively. The goal of transcreation is to achieve this cultural relevance, without losing the desired emotional outcome.
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SYNONYMS FOR TRANSCREATION
While the literal meaning of the original message is still important, transcreation also takes into account the connotations and associations that words have in different cultures. Transcreation is therefore more about creating than translating.
Synonyms for transcreation are:
- Marketing translation
- Creative translation
- Advertising translation
- Free translation
While there is no single word that captures the full meaning of transcreation, terms like adaptation, reinterpretation and localization come close. Ultimately, however, transcreation is a process in its own right, with its own challenges and best practices. Companies would do well to familiarize themselves with them if they want to successfully navigate the ever-changing landscape of global marketing.
WHO DOES THE TRANSCREATION?
Transcreation is the creative process of adaptively reformulating a message in another language while maintaining the intention, style, tone and context. It is a complex and nuanced task that requires a deep understanding of both cultures and the target audience. That is why it is best left to professional translators who are familiar with the nuances of both languages. Creative translation is not just about translating the words, but also about conveying the spirit of the original message in a way that resonates with the target audience in the target market. When done well, creative translation can help build bridges between cultures and bring people closer together.
Translators who specialize in transcreation, i.e., transcreators, are creative and have a deep understanding of the source but also the target culture. In this way, they can capture both the meaning and the tone of the original message. A transcreation specialist is therefore a copywriter, who creates content and translator in one person.
As in the case of projects commissioned to PR or marketing agencies, commissioning a transcreation agency should start with submitting a creative brief. The customer should specify the specificity of the product, the desired effect of the campaign, the ideal group of recipients and what emotions the advertising message should evoke in them. In this way, the transcreator is able to prepare material adequate to the given guidelines for the purposes of the transcreation project.
If you want to ensure that your message is properly conveyed and that an effective global brand message is created, transcreation is the key. As a leading translation agency, Skrivanek has the linguistic and cultural knowledge to help you succeed. Contact us today to learn more about our services.
HOW DOES TRANSCREATION DIFFER FROM “NORMAL” TRANSLATION?
Translation and transcreation are two important methods of transferring meaning from one language to another. Translation involves transferring a text from one language to another, while transcreation involves adapting a text to create a corresponding version in another language. Both methods have their strengths, and which method is used depends on the specific requirements of the project.
Translation is usually considered the more literal of the two methods, and is often used when accuracy is of the utmost importance. Transcreation, on the other hand, is more flexible and can be used to convey the spirit or tone of a text, even if this means deviating from a literal translation. In many cases, a combination of translation and transcreation is used to achieve the best results.
The term ‘transcreation’ is often used to describe the process of adapting a text or message originally written in one language for use in another. This can mean changing the original text to better suit the target audience, culture or context. Free translation can also be seen as a way of preserving the original meaning and intention of a message while still making it accessible to a wider audience. In many ways, transcreation can be seen as an extension of traditional translation. However, there are some key differences between transcreation and ‘normal’ translation. First and foremost, transcreation is about a higher level of creativity. Transcreators often have to adapt or even invent new words and expressions to accurately reflect the original message. In addition, the transcreation process usually takes into account the emotional impact of a message, whereas traditional translation process focuses more on the literal meaning. Ultimately, transcreation is about finding the best way to convey the same message across cultures and languages – even if that means moving away from the original text.
THE FOLLOWING TYPES OF TEXT USUALLY REQUIRE TRANSCREATION:
- Website content, including graphics
- Marketing materials – text, graphics and multimedia
- Product packaging
- Emails and online calls to action
- Screenplays and other literary works
- Subtitles and voiceover scripts
HOW DOES TRANSCREATION CREATE AN EFFECTIVE GLOBAL BRAND MESSAGE?
This is a question that many companies struggle with when it comes to setting up international marketing and advertising campaigns. To reach a global audience, it is important to create a brand message that is both clear and culturally relevant. Transcreation can be an effective way to achieve this. Transcreation is the process of adapting a message to a new culture while retaining its original meaning and intent. This linguistic process can help ensure that your brand message is universally understood and appreciated. The transcreation process can also help you reach a wider audience and build a stronger global brand.
Using transcreation in your marketing efforts has several benefits. First, it allows you to ensure that your message is interpreted correctly in the target language. This is important not only to understand the message itself, but also to recognize the nuances and subtleties that can be lost in translation. Secondly, transcreation can help you to create a more consistent brand identity across cultures. Finally, it can also help you reach new markets by making your message understandable to those who are not familiar with your brand.
If you want to create an effective global brand message, contact us today. We specialize in transcreation and can help you craft a message that resonates with your target audience.
AN EXAMPLE OF A SUCCESSFUL TRANSCREATION CAMPAIGN
One example of a successful transcreation campaign is the Coca-Cola ad “I’d Like to Teach the World to Sing”, first created in 1971. The original ad was very successful, but was also adapted to appeal to a global audience. So, the ad featured people from all over the world singing the Coca-Cola theme song in their native language. This helped to create a sense of unity and integration that resonated with people from different cultures. The ad also featured images of iconic landmarks from around the world, further emphasizing Coca-Cola’s global reach. Thanks to this transcreation campaign, Coca-Cola was able to appeal to a wide range of consumers.
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