Author: Emine Kardashova
Publication date: 01.08.2024
Transcreation, a blend of "translation" and "creation," is a creative translation process that extends beyond mere linguistic conversion between languages. Unlike traditional translation, which primarily aims to convey the original meaning accurately, transcreation emphasizes capturing the essence, tone, and cultural subtleties of the source content, adapting it to fit the language, culture, and context of the target audience.
Transcreation is particularly prevalent in marketing, advertising, and creative content, where preserving emotional impact, branding, and messaging is essential. It is frequently used for slogans, taglines, brand names, advertising campaigns, and other content requiring not only linguistic translation but also cultural adaptation. This process may involve modifying cultural references, idioms, humor, and even restructuring sentences or concepts to ensure the message resonates effectively with the new audience.
Transcreation is used in marketing and advertising to ensure that promotional messages, slogans, and campaigns are compelling and culturally relevant to the target audience. Adapting taglines, creating culturally specific advertisements, and reworking marketing campaigns to suit local tastes and sensibilities. To make entertainment content accessible and enjoyable for diverse audiences while maintaining its original charm and humor. Subtitling and dubbing films, adapting TV show scripts, and localizing video games.
Media and Publishing - to ensure that written content resonates with readers from different cultural backgrounds, like adapting books, articles, and other publications to reflect local idioms, humor, and cultural references.
In e-commerce - to create compelling and culturally relevant product descriptions and marketing materials that attract and convert customers in different regions. Localizing product descriptions, customer reviews, and marketing emails.
Corporate Communications - to effectively communicate a company's brand message and values to a global audience. Adapting internal communications, training materials, and corporate presentations for multinational employees.
Key Differences Between Translation and Transcreation
Translation follows a more straightforward, literal approach, adhering closely to the structure, vocabulary, and idioms of the source text. Has limited flexibility, as the goal is to stay as close to the original text as possible. May include some level of cultural adaptation but primarily focuses on linguistic accuracy. It is suitable for technical documents, legal texts, academic papers, manuals, and other content where precise meaning is crucial. Translation requires strong linguistic skills, attention to detail, and knowledge of the source and target languages.
Transcreation involves a more creative approach, often reimagining phrases, expressions, and concepts to better align with the target audience's cultural norms and preferences. High flexibility, allowing significant changes to the text. Deeply integrates cultural adaptation, ensuring that idioms, humor, metaphors, and references are appropriate and effective for the target audience. It is ideal for marketing materials, advertisements, brand slogans, entertainment scripts, and any content requiring a strong emotional or cultural connection with the audience. Transcreation requires not only linguistic skills but also creativity, cultural insight, and an understanding of marketing and audience engagement.
The Process of Transcreation
The Process of Transcreation is to gather detailed information from the client regarding the project goals, target audience, brand voice, and specific cultural nuances. Ensure a clear understanding of the client’s expectations and the desired impact of the content. Thoroughly review and analyze the source content to understand its message, tone, and emotional impact. Identify key elements that need to be preserved and aspects that may require adaptation. Conduct research on the target culture, including idioms, customs, preferences, and market trends. Ensure that the adapted content will resonate with the target audience and avoid any cultural missteps. Rewrite or adapt the content creatively, maintaining the original message's intent, tone, and impact while making it culturally relevant. Develop content that engages and appeals to the target audience effectively. Offer ongoing support for any further adjustments or localization needs. Ensure long-term satisfaction and effectiveness of the transcreated content.
Skills that are required for a successful transcreator are proficiency in both the source and target languages, with a deep understanding of grammar, vocabulary, idioms, and nuances. In-depth knowledge of the cultural context, including customs, traditions, values, and market trends of the target audience. Ability to think creatively and adapt content in a way that preserves its original impact while making it appealing to the target audience. Understanding of marketing principles and strategies to ensure the content effectively promotes the brand and message. Ensures high-quality output that meets professional standards and client expectations. Strong communication skills to collaborate effectively with clients, understand their needs, and convey ideas clearly.
Challenges in Transcreation
Here are a few challenges that might be faced - ensuring the original brand's tone, style, and personality are consistent in the transcreated content. Adapting content to reflect cultural differences, including idioms, humor, traditions, without losing the original message’s essence. Preserving the emotional appeal and intent of the original content, which may rely on culturally specific references. Adapting content length and structure, as languages can vary significantly in word count and sentence structure. Ensuring content complies with local laws and regulations, which can vary widely between countries. Finding the right balance between staying true to the original text and creatively adapting it for cultural relevance.
Strategies that can be used to overcome the challenges - develop a comprehensive brand voice guide that outlines key elements such as tone, style, and core messaging principles. Regularly refer to this guide during the transcreation process and involve brand managers to provide feedback. Conducting thorough cultural research and involve native speakers or cultural consultants who have a deep understanding of the target audience. Testing the content with focus groups from the target culture to ensure it resonates appropriately. Clearly define the priorities and objectives of the transcreation project with the client. Encourage collaboration and feedback loops to refine the balance between literal and creative elements.
Expert opinions on transcreation
Sergio Pelino, Global Marketing Director at Reckitt Benckiser
"Transcreation is not just about translating words; it’s about translating emotions and intentions. The goal is to make sure that the audience in each market feels the same way about the message as the original audience did."
Pelino emphasizes that transcreation involves a deep understanding of cultural nuances and consumer emotions, ensuring that marketing campaigns resonate equally across different regions.
Anna Schlegel, VP of Globalization, NetApp
"Localization can be thought of as simply adapting text, but transcreation takes it a step further by ensuring the content is culturally relevant and effective. It’s about creating a new piece of content that carries the same impact."
Schlegel differentiates between localization and transcreation, noting that transcreation involves crafting new content that preserves the original’s impact and relevance.
Linguistic and Cultural Expert Opinions
"Transcreation is the art of recreating a message in another language while maintaining its intent, style, tone, and context. It’s essential for any brand looking to make a meaningful impact in a new market."
Linguistic experts emphasize the artistic element of transcreation, noting that it’s about much more than just literal translation; it’s about preserving the essence of the original message.
Real-World Examples of Successful Transcreation Projects
Coca-Cola’s “Share a Coke” Campaign:
The campaign initially launched in Australia, replacing the Coca-Cola logo with popular first names on bottles. Coca-Cola adapted this idea for different markets by using common names and phrases relevant to each culture. In China, where personal names are less commonly used in branding, the campaign featured nicknames and terms of endearment that resonate with Chinese culture. The campaign successfully increased sales and brand engagement across various regions by making the product feel personalized and culturally relevant.
McDonald’s “I’m Lovin’ It” Slogan:
The global slogan “I’m Lovin’ It” needed to maintain its upbeat, positive connotation in all languages. McDonald’s worked with local marketing teams to adapt the slogan. For instance, in Chinese, the slogan was translated to “我就喜欢,” which means “I just like it,” capturing the same casual and enjoyable sentiment. The transcreated slogan resonated well with local audiences, maintaining brand consistency while appealing to cultural nuances.
Nike’s “Just Do It” Slogan:
Nike’s iconic slogan needed to be adapted for various markets while maintaining its motivational tone. In many markets, Nike didn’t translate the slogan but instead adapted accompanying marketing messages and visuals to align with local values and aspirations. For example, in Japan, the campaign focused on the concept of perseverance and self-improvement, which are highly valued in Japanese culture. Nike successfully maintained its brand identity worldwide while connecting deeply with local audiences.
Kit Kat's "Have a Break, Have a Kit Kat" in Japan:
The famous slogan promotes taking a break with a Kit Kat.
In Japan, Kit Kat sounds similar to “Kitto Katsu” (きっと勝つ), which means “surely win” in Japanese. The brand leveraged this phonetic similarity to position Kit Kat as a good luck charm, especially popular among students during exams. Introduced unique, localized flavors like green tea and sake to cater to Japanese tastes. Kit Kat became a top-selling confectionery brand in Japan, with high cultural significance and unique brand identity.
Conclusion
In conclusion, transcreation is vital in today’s global market as it enables businesses to communicate effectively across cultural and linguistic boundaries, ensuring their messages are both impactful and culturally appropriate. This not only enhances brand reputation and customer engagement but also drives successful market expansion and competitive differentiation.
You can also read about:
Comments