If you have worked with a translator before, this term might sound familiar to you. Or maybe not.
Today we are going to explore a concept that is been trending in the Translation and Localization industry, but that is not new at all.
So, what is transcreation? Isn’t it just another synonym for translation?
What is transcreation: concept and characteristics
The term “transcreation” is made up of the words “translation” and “creation”. It’s a technique used for marketing and advertising purposes and refers to the act of adapting a message to another language, while maintaining its tone, style, and intent. But isn’t it what translation is about?
The big difference between translation and transcreation is that a translator must stay true to the original, while a transcreator doesn’t necessarily have to. A transcreator is free to add or omit meaning, as the goal is to make sure the translated text sparks the exact same emotion as the original. A translator, on the other hand, might make small adaptations, like changing a sentence’s length or finding equivalents to make the text fluent in the target language. However, these changes will never be significant or, at least, not without asking the client permission first.
Our experience in this field taught us that transcreation is a matter of feelings and emotions, it goes way beyond adapting a text to a new culture. Transcreation is about transmutation.
During the process, the source text should be rather used as a reference, as in most cases the translator has to completely re-write it so it can fit a specific group of people. In other words, the target group must be able to relate with what they are reading.
Our job is to adapt marketing and advertising material to another language. We work with slogans, taglines, email marketing, website copy, marketing campaigns, and ads.
However, marketing isn’t the only field transcreation is used: even literature translation is a great example of transcreation.
Transcreation: a new term?
The concept of transcreation is not as new as you might think. The term was coined in 1964 by Indian scholar and translator Purushottama Lal, who considered the act of translating Sanskrit texts to modern language a task of reconciliation and transmutation.
Why does your company needs transcreation services?
Given the competitiveness of the business world, marketing your services properly is crucial, especially if you want to explore new markets in other countries.
Transcreation offers a wide range of benefits for your company and can help you convey your message across different cultures.
Marketing a product in a different country is a delicate job, as it requires sensitivity and cultural awareness. The transcreator’s job consists of choosing the most appropriate words to convey a message, while maintaining its original tone and intention. Certain words or concepts may have different meaning in other country, and even be offensive or controversial. That’s why it’s crucial to know the target culture as well as consumer behavior in a given country.
Transcreation Services: The brief
Now that we answered the big question, “what is transcreation”, and when it is used, let’s get to the practical aspect.
What do we need from you when you request a transcreation?
Here’s an exhaustive list:
- Your brand’s style guide: a detailed guide about your brand identity, the tone of voice, the register you use in your communications with your clients, a list of prohibited terms with possible alternatives.
- Information about your target audience.
- Information about the product or service you want to advertise. Previous copy that has already been translated can be useful to avoid inconsistencies.
- Visuals of the products to advertise.
- Scope of work: type of copy to be transcreated, length, final purpose. As an SEO specialist, the reason why I need to know the final use of the copy is for SEO/SEA reasons, as different copies require different type of optimization. Knowing the final use will also help me during the writing process, as every type of content requires a different style or length.
Deliverables and invoicing
For every piece of copy, we’ll always deliver two versions, a back translation (a very literal translation to help you understand the trancreated version), and a rationale (an explanation of why I opted for that version).
Unlike translation, transcreation is always charged by the hour, not by the word. A 4-word slogan doesn’t require 5 minutes to be translated, but previous research and study.
However, don’t think of transcreation as a big expense. As we always say, it’s an important investment in your brand, an opportunity to go global and conquer new markets.
