What is transcreation? Transcreation is the process of adapting a marketing or advertising message from one language to another while keeping it’s original tone, context, style and emotion all intact across language and cultural barriers. Your message must resonate on many levels in local markets to be able to keep the same appeal as intended in the original language. Many times text has to be changed or messages adapted to be able to be understood accurately in the target language. If you have a marketing translation project, transcreation is the service you need provided by a professional translation agency to accurately get the job done. A successful transcreation produces the same understanding in the target language as well as in the source language while carrying the same spark and atmosphere across all platforms. All things are taken into account images, text, messages, concepts, emotions, history, and artwork. Transcreated content should be unique to the audience for which it was created. If you are interested in global marketing then it would be wise to hire a translation company to provide you with transcreation services. Unlike science or math which normally have a right or wrong answer, language is much more abstract and involves nuances that every translator tries their best to capture and relay into the target language. Having a translator and marketing team who are all native speakers of the language in which you are translating your marketing materials, is the best way to ensure that your global marketing will produce a successful transcreation.
Transcreation is all about translating ideas and concepts. It is more than just word for word translation of text. It can be referred to as creative translation or international marketing adaptation. If you want to ensure that your transcreation project is to be fully understood in the target language, you want your marketing team to be aware of all the cultural differences, history and current trends of that culture. It is very important that your translation company is completely clear on the message that you’re trying to convey through your transcreation project. When all parties are on the same page then a successful transcreation can be developed. Recreating or adapting your marketing message to be understood by a different cultural can present many challenges, so communication is key when using a transcreation service.
Transcreation can be used to convey a message between two demographics living in the same region. There are differences in cultures, ways of life as well as thought processes amongst people who live next door to one another. For example a pharmaceutical manufacturer that produces birth control can market it’s medication differently to various target markets using transcreation. The company is marketing to U.S. English speakers as well as U.S. Latinas who speak Spanish. The marketing message to the English speakers conveyed a sense of convenience and a hassle free experience. However when the message was transcreated into Spanish to reach U.S. Latinas, it conveyed a sense of freedom of choice with an assurance that the medication would not make you infertile, due to the fact that fears of infertility are more common in that specific demographic. The message was applied differently to both of these cultures living in the same country, playing upon what each demographics’ cultural influences are. The pharmaceutical manufacturer was able to adapt their marketing message to sell their birth control to both target markets. Transcreation can allow you to completely recreate your intended message or it can allow you to come up with an equally as appealing message in the target language that allows you stay true to your vision and brand identity.
Expanding your business globally can bring great rewards. However if you are not careful in your translations of marketing materials than you could suffer blunders that your company could have done without by investing in a translation service such as transcreation. For example, Puma designed and released a shoe to commemorate the 40th anniversary of the United Arab Emirates. The shoe’s design was based on the country’s flag and it’s colors. Needless to say, the shoe hit shelves and people were outraged. In that specific culture the people felt it disrespectful that the country’s flag was used as a design on a pair of shoes. Shoes are on your feet and touch the ground and that is considered dirty and disgraceful. McDonald’s however used transcreation to their advantage when they adapted the tagline, “I’m loving it,” to “I just like it,” to appeal more to the Chinese demographic, because they feel that it is offensive to use the word love out in public. Transcreation is the only way to preserve the intended creative message that you have invested in. Here is an article that shows you examples of ad translation fails. If these companies would have invested in a transcreation service they would have never faced the embarrassment. “The 11 Worst foreign Ad Translations Fails”
Everything must be considered when marketing to multiple audiences and demographics both locally and globally. Transcreation is an art that requires a skilled translator that is native to the language, culture and demographic that you’re aiming to entice through marketing translation. You want to engage the reader and establish a trust and rapport between you and your potential customer through a well translated campaign. It is important to show your target market that you understand their unique region and cultural influences. Transcreation is a service that needs to be utilized anytime mass communication is being used across languages. You want your messages to create a global emotional connection through transcreation, so hiring a transcreation agency is a must. This will allow you to create a solid relationship with your potential customers and is key in driving new sales and return business. Your message regarding your products or services should resonate emotionally and culturally across all platforms in the way it was originally intended. Niki’s Int’l Ltd. is a language translation company that offers services such as transcreation along with many other creative translation services that can help you grow your business globally and reach many different demographics. Please feel free to visit our website www.nilservices.com or call us to talk about all your transcreation needs today at at 1-877-567-8449.
Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified website localization services and transcreation services. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at www.nilservices.com.