What is transcreation ?
Transcreation is a term derived from the combination of “Transition” and “Creation.” It refers to a translation process that involves creative thinking on the part of the translator, resulting in a modified content that is distinctive and stands out. This approach is commonly found in the translation of slogans or advertisements, differing from traditional translation as it goes beyond literal translation and aims to adapt content to the cultural nuances of the target audience. To be an effective transcreator, one needs a profound understanding of both the source and target languages, cultural awareness, and marketing expertise.
The distinction between transcreation and translation
The distinction between Transcreation and Translation lies in their flexibility. Transcreation allows for more flexibility, requiring the adjustment of content to fit the marketing context. On the other hand, traditional Translation emphasizes maintaining the original content as closely as possible. While both approaches have their merits, a skilled translator must possess a deep understanding of language and context. Achieving a translation that is both comprehensible and appealing to the target audience demands accumulated experience and a wealth of knowledge. Additionally, a thorough understanding of the target language’s culture is crucial, as certain words or phrases may carry different connotations across cultures.
To illustrate, consider the McDonald’s slogan “I’m lovin’ it” in the United States, which was adapted to “I just like it” in China due to cultural differences. Public displays of affection (PDA) are frowned upon in China, making the word “love” less appropriate. Consequently, McDonald’s had to alter its slogan to align with the cultural norms of China.
Summary
In summary, Transcreation involves adapting language while preserving the intended message to suit the target audience. This process takes into account cultural differences, making it a widely used approach in marketing to ensure widespread accessibility and appeal.
