Content
- What is transcreation?
- Why is transcreation necessary?
- Examples of transcreation
- Differences between transcreation and translation
What is transcreation?
Transcreation, derived from the English words translation and creation, is the process of adapting content into a new language for a new audience. This concept aims not just to translate text, but to recreate it while considering the cultural and emotional nuances of the target audience. The main task of transcreation is to preserve the key message and emotional impact of the content while adapting specific words and images.
Transcreation is most often used by large international brands when developing advertising campaigns in different countries. For example, in 2016 Coca-Cola launched a global advertising campaign called Taste the Feeling, where the advertising materials were aligned on the main message but adapted to local conditions, including weather features in photographs and the wording of slogans.
Why is transcreation necessary?
Transcreation represents a delicate balance between maintaining the original message and adapting it to the perception of a new audience. This process can be more complex and costly than regular translation, but companies still invest in it for several reasons:
- Increased audience response: Each culture has its unique images, humor, and references. What may be understandable and appealing in one culture may not work in another. Therefore, companies adapt their advertising, taking into account the cultural characteristics of each region.
- Maintaining brand recognition: Transcreation helps international corporations preserve the essence of their messages and brand associations despite language differences.
- Budget optimization: Although transcreation requires significant investment, in the long term, creating content may be more cost-effective than developing new content from scratch.
These aspects apply not only to slogans and advertising creatives but also to websites, articles, and social media. In each culture, it is essential to consider specific nuances when interacting with the audience to avoid misunderstandings or negative reactions.
Examples of transcreation
Examples of transcreation can be found in various aspects of marketing and media:
- Name change: Sometimes brands choose a new name for a specific country that will be more appropriate. For example, the deodorant Rexona is called Sure in some countries.
- Wordplay translation: Transcreation can involve only a part of the text that contains wordplay. For instance, the slogan for the Hotpoint Ariston Aqualtis washing machine "Deeply different" was adapted to "A Sea of Differences" for the Russian market to maintain associations with the sea.
- Series adaptation: When adapting series such as "Ugly Betty," screenwriters change details to make them more understandable and appealing to the local audience.
Differences between transcreation and translation
To understand the difference between transcreation and translation, one can consider various types of content adaptation. Unlike simple translation, which focuses solely on the text, transcreation includes visual and cultural elements. For example, in the case of the series "Ugly Betty" with translation and "Not Born Beautiful" with transcreation, the changes affect not only the text but also the context, images, and even plotlines. Transcreation also allows for deeper changes in realities, making it a more creative and individualized process.