Transcreation is a variant of translation, where the translator to a larger extent adopts the message to the needs of the target audience. We explain what transcreation is, how it works, and how it can help you develop a multilingual marketing strategy.
What Is Transcreation?
Transcreation is a combination of the words “translation” and “creation”. Transcreation emphasises the need to adapt a message to the cultural context of the target language and audience. All translation needs to some extent to implement changes to provoke the same emotions and maintain intent and style. But transcreation entails more freedom and flexibility to the translator (or transcreator) – it might even be more fitting to call it paraphrasing.
Examples of Transcreation
Consider some real-world examples: In 2004, Spider-Man comics were transcreated for India. Instead of Peter Parker, the Indian Spider-Man was called Pavitr Prabhakar. Prabhakar did not fight the Green Goblin against the backdrop of New York, but instead fought a demon called Rahshase in the Taj Mahal.
Another example is the translation of the Lord of the Rings to the Scandinavian languages. In particular, the Shire is translated in three different ways: to Swedish as Fylke, to Norwegian as Hobsyssel, and to Danish as Herredet. All three translations were adopted to fit the cultural context of the target audience. Fylke in the Swedish version, for example, is actually a historical name for a small administrative unit in Norway. The rewording provides the sense of something old and magical.
Transcreation and Marketing
When attempting to create a multilingual marketing strategy, it is important to be aware of local humour, values, beliefs and all the other things that make up a culture. Simply translating usually does not cut it. It might directly hurt your strategy, if the translated message is misinterpreted, or if the message is perceived to not respect local heritage and customs. Customer behaviour is influenced by the smallest of factors, as any good marketing manager knows. It would then be foolish to invest effort into a marketing strategy and then leave it up to chance when employing the strategy abroad.
Transcreation, in summary, is a way to adapt a marketing strategy to the demands and needs of a local market – in line with the “think globally, act locally” mantra.
If you are looking for a transcreation service that can help you with a multilingual marketing strategy, you have come to the right place. All our translators have university-level translation training. More importantly for transcreation, they all live in the country they are translating to. That means they have the necessary local linguistic and cultural knowledge. If you are interested in transcreation for a multilingual marketing strategy, you can contact us today.
FAQ
What is transcreation?
Transcreation is a version of translation, where the translator takes larger freedoms in adapting the content to the local context. Transcreation ensures that the message evokes the same emotions in both the source and target language.
Why should you consider transcreation for a multilingual marketing strategy?
Transcreation has become increasingly important in the age of globalisation. As businesses begin to sell their products abroad, multilingual marketing strategies have become increasingly important. Transcreation ensures that such strategies do not fail due to cultural barriers.
What makes for a successful transcreation?
Content-wise, a successful transcreation depends on the local context. However, a good prerequisite is to have translators that live in the target country, so that they truly understand the local culture.
AUTHOR: ARIAN HUSKOVIC
CATEGORY: DEVELOPING A MULTILINGUAL MARKETING STRATEGY WITH BALTIC MEDIA’S TRANSCREATION SERVICES
