Transcreation is mainly used by advertising and marketing professionals when explaining the process of changing a message from one language to the other without necessarily changing its tone, style and context or intention. Any Well-transcreated information brings out the same purposes and emotions in the specific language that has been transcreated as from the original language. Transcreation has gained popularity over the years as its use has become a necessity for breaking cultural and language boundaries. The global market and advertising industries are increasingly using transcreation to transcend the market boundaries in regards to culture and language. Transcreation is also similar to terms like cross-market copy-writing, creative translation, international copy adaptation, localization, cultural adaptation, marketing translation, and internationalization. All these words have a similar meaning in that they mean taking a message and recreating the same message in another language. Although the term transcreation has not been adequately established, its use is fully functional. In short, when a company wants their native message to be delivered in other countries with different cultures and languages, they will hire out to an agency to translate and create their message for use in international markets. Translation + native messaging + content creation = Transcreation.
The Future of Transcreation
Transcreation has gained wider popularity in most firms and due to this; some of these businesses have set departments that are strictly specializing in this service. There are also various companies which have emerged dealing with all transcreative projects. The primary purpose of these companies is to work on behalf of International companies and their advertising agencies in any transcreative project.
In explaining transcreation, few terms have a direct correlation with the term transcreation, including localization and translation. In fully understanding the meaning of transcreation you must be in a position to differentiate the word transcreation from the word translation. Translation in a general view is the processes of changing what is being said from one language to the other. In translation, the translator can add their judgment and skills as long as they can bring out the most reasonable essence of what the original author of the document means. In translation, the translator is allowed to twist the initial information in the best way they can to be able to capture the data in a way makes sense to the reader and is logical. The purpose of translation is not fixed on being accurate per say instead it focuses on changing the original content into the content that is needed at the time. Translation leans on the creativity side rather than the perfectly correct form of changing the context. The rules are lenient as long as there is a level of understanding by the reader of which the framework is getting the translation.
However, Transcreation is experiencing more challenges every day due to the expansion of markets. There are factors which should not be ignored in the advertising field which depends highly on Transcreation. One should have high transcending skills to reach the targeted group not ignoring other factors like culture, dialects, humor among other which does not affect advertising only
Translation and Transcreation
In understanding transcreation, the word translation becomes relevant since transcreation means translating and recreating the original text in a new language while still making sure that the information remains relevant and appropriate in its intended context. When producing transcreation content, you must be in a position to fully understand the quality of the outcome in expectation after the transcreation. The person transcribing has the freedom to make significant changes while translating the original document as long as the context evokes the same reactions as the original document.
Localization, similar to transcreation, refers to the process of adapting products and services and materials to appeal to the needs of a specific culture, country or region. The purpose of localization remains to create a homely experience for the targeted market through the various products. Similar to transcreation, the intention mainly focuses on the marketing and advertising industry.
Translation, on the other hand, is different from localization and more particulate. It is the process of changing words or even a language from the original language into a style that will suit the targeted audience. While doing translations, the original meaning of the expression should remain. Translation takes both the written and the verbal language. Verbal language includes using the sign language, and therefore translation in verbal language can also be referred to as interpretation.
Translation and Localization
The primary purpose of translation is to ensure that message in that language is driven home and that there is an impact on the results. For efficient and accurate results, a translation must follow the set rules. However, translation and localization differ in their meanings and also their setups. Localization takes place in projects where all the elements in the project are localized to produce results to the targeted group of people and to give them a native experience. On the other hand, a translation will encompass the entire job done during localization and make it more available and accessible to a broader group of people apart from the natives to deliver results.
inWhatLanguage is a translation services company dedicated to breaking down language and cultural barriers. Using their centralized, real-time TMS UNIFY, they utilize a network of professional linguists to provide high-quality translations at a price you can afford. Access new markets and expand your global presence. Get a quote today or request a demo of UNIFY to see how you can benefit with inWhatLanguage. [sg_popup id=91]