The translation industry is not only about translation. It spans a wide range of fields and activities. That’s why a professional language service provider is ready to perform diverse tasks, not only translation. And each of these tasks may be suitable for very different situations or scenarios. For example, some texts are not fit for a word-for-word translation, but require to be adapted through different strategies to reach the expected results. In this blog post, I’m introducing Transcreation, a task that requires unleashing creativity and a deep knowledge of both, the source and target cultures. Keep reading and learn all about it!
In this entry, you’ll find out:
- What is Transcreation?
- Why should you choose to Transcreate?
- When should you choose to Transcreate?
- How does a Transcreation process look?
- What does it take to achieve a correct and successful transcreation?
- Examples of success cases and blunders
- Wrap Up
What is Transcreation?
The usual purpose of communication is reaching an audience. When your audience speaks a language different from yours, you would want to translate your content. But if you need to communicate not only words but also emotions, then a regular translation simply won’t do. When you need to reach a specific audience, who doesn’t speak your language, and you want to cause a specific reaction on them, your best choice is Transcreation. This term, which is not that new, is a mashup of the words “translation” and “creation,” i.e., precisely a “creative translation.”
The fascinating process of transcreation involves adapting a message from one language to another. But isn’t that what we do when we translate? Well, not exactly. While translation aims for semantic fidelity, and reflects the message so that it conveys the same intent, tone, and style in both versions, the emphasis is on the text itself. The relevance is on words. Legal texts, for instance, are great candidates for translation. In transcreation, on the other hand, the goal is to convey the same emotion, regardless of the words, and to carry the same implications from the source to the target language. The relevance is on emotions. That’s why transcreation is an ideal practice for marketing texts.
Why Should you Choose to Transcreate?
A good reason to transcreate your content is that you want to reach international markets, and a regular translation will just not be enough if you want to create emotional impact on your audience and have cultural relevance.
When you transcreate your content, the words and structures used may differ from those in the original message, but rest assured that the intent, tone, and emotion are preserved, adapted, and poured into the target language in a manner that culturally resonates and connects with your target audience. This can help your brand build trust and drive more conversions.
Let me give you an example I’ve taken from a Pixar movie: Monsters, Inc.—one of their best movies ever, I must say—. Assuming you’ve watched it (you must have watched it!), I’ll drive your attention to the Scare Factory slogan: “We Scare Because We Care.” A translation in Spanish is “Asustamos porque nos preocupamos”. Even though the translation is semantically correct, and maintains the rhythm and cadence of the original slogan, it doesn’t create a positive or strong image in the mind of the audience as the transcreated version used in the film: “Sustos que dan gusto” [kudos to the transcreation team!]. This means something like “Pleasant Scares”. As you can see, this version is far away from the original text, but it does create impact and connect with the audience. It’s simple. It’s catchy. It’s effective.
So, the overall purpose of transcreation is to connect with people. Sometimes taking distance from the original wording can get you closer to your target audience. Remember, this is not about using the same words from one language into another; it’s about choosing the right ones and using them strategically to help you connect with your audience on a deeper, cultural level.
When Should you Choose to Transcreate?
In short, if you want to:
- Maintain brand consistency across diverse markets
- Promote brand recognition
- Boost brand credibility
- Achieve a strategic advantage in new markets
- Drive engagement and conversion rates
- Prevent culturally insensitive blunders that may harm your image
- Evoke an emotional response from your target audience
Don’t give it further consideration: go for a creative translation! It’s definitely your best choice.
Transcreation: Is Your Content a Candidate?
By now, it’s clear that transcreation is not suitable for any type of text. Legal or technical texts, for instance, are the kind of texts that won’t need transcreation, as they don’t look to evoke any emotional response or action on the part of the audience.
An ad, on the contrary, is all about evoking emotional responses and calling to action. So, transcreation, where originality and creativity are the stars, is your go-to choice if you want your message to reach effectively to an audience who speaks a different language and has a different cultural background.
But transcreation is not only suitable for ads:
- Slogans and text on packaging are some examples of where transcreation should play a key role.
- Believe it or not, a menu can also be transcreated to suit tastes and needs in different corners of the globe.
- Movie titles are normally transcreated to appeal to the target market. That’s why, more often than not, they differ so much from the original. “Home Alone”, for instance, was translated as “Mi pobre angelito” (My Poor Little Angel) for the Latin American audience, a hit despite any complaints. But that deserves a different article, or if in doubt, you may ask my colleague Paola Medrano, an expert on this subject.
- Transcreation can also be used in video games, for instance, to help the players relate closer to the story. Santiago de Miguel knows a thing or two about this.
Transcreation is the service you should request if you want your material to reach and move an audience other than the one the original product was conceived for. All in all, transcreation is suitable for any type of text that is looking to provoke a certain emotion on the public and lead them to perform a certain action.
How Does a Transcreation Process Look?
In a transcreation project, the transcreator has creative freedom to adapt the original message to the target culture and audience. The intent, tone, and style remain, but the transcreator is entitled to play with the words and language as far as creativity allows to communicate the message efficiently and effectively.
However, despite that creative freedom, a transcreation project includes some guardrails to prevent it from backfiring. A transcreation project normally comprises the following stages:
- Briefing: The brief is a report including essential details that were taken into account when creating the original message. This is a relevant document as it will allow the transcreator to respect the very specific ideas and goals from the original in the adaptation. In the brief, the transcreator can find information about the project goal, brand identity, brand tone and voice, target market, target audience, and of course, the service or product in question.
- Researching: For a transcreation to shine, the transcreator should conduct exhaustive research based on the brief. Special knowledge about the target market should be acquired to ensure the transcreated message is culturally relevant and effective.
- Brainstorming: Time for fun! Or to feel the strongest desire to quit! Here, the transcreator starts pouring on paper (whether physical or digital) every single idea that comes to her mind. It doesn’t matter if it sounds silly, ridiculous, inaccurate, or too formal now. Time will come to refine it.
- Adaptation: This is the transcreation moment! The words of the original message are finally transformed into the target language to fit the target cultural context, preserving the original intent to ensure it resonates in the same way as with the audience it was designed for in the first place.
- Review and Feedback: The resulting text is assessed and presented to the client for approval. Normally, more than one versions are provided with their respective rationale so that the client can select the one they consider more appropriate.
- Finishing Touches: Based on the feedback, the message is refined, ensuring it meets all goals and guidelines.
- Performance Monitoring: Once the final version is approved and launched, it is monitored to assess its effectiveness and make adjustments as necessary.
As you’ve probably gathered, transcreation takes a lot of time, research, persistence, and imagination to come up with the best communicative solution possible. But if you go for a traditional translation method for certain kinds of texts, the effect will probably not be the one you intended.
What Does It Take to Achieve a Correct and Successful Transcreation?
Now, what does it take to achieve a correct and successful transcreation? From my perspective, transcreation is a subtle art that requires both, a deep understanding of the languages and cultures involved and an innate creative spark, although you can and need to ignite the spark. It’s about moving beyond words to delve into the essence of the message, understand its cultural context, and then rebuild it so that it resonates with the target audience as powerfully as it did with the original audience.
Examples of Success and Blunders
I’ve already shared with you the success cases of the Monsters, Inc. slogan, and the Home Alone movie title. But there are a whole bunch of other examples, good and bad. Find out how missteps led companies to fail or caused them to overhaul their strategy. And learn about a success case that fostered brand loyalty thanks to the brand’s comprehensive approach.
Cultural Minefields: When Brands Miss the Mark
In the marketing and advertising world, a persuasive ad campaign or a catchy slogan in one language might fall flat or even offend in another if not handled with care.
Puma’s Footwear Faux Pas: A Cultural Clash
And talking of offenses, in 2011, Puma released a limited-edition line of shoes in the colors of the United Arab Emirates flag (red, white, black, and green). Even though the campaign was a hit among other nations such as Great Britain or the United States (where the respective flags were used), it resulted in an utter disaster in the UAE.
Why? The UAE people perceive shoes as something dirty, so having their flag on their shoes and stepping onto it felt absolutely disrespectful. Puma apologized, removed the shoes from the stores, and learn the lesson. You need to understand the culture of every market where you want to place your product. It takes time and money, but, as you can see, it’s worth the investment.
American Airlines’ Unexpected Offer
Another blunder, perhaps less tragic and more fun, was that of American Airlines in 1977. The company aimed to promote their brand-new leather seats in first class under the “Fly in leather” slogan. They used the literal translation in Spanish: “Vuela en cueros”, which in some Latin American cultures means “Fly naked.” Quite an interesting offer, isn´t it?
Beyond Burgers: How McDonald’s Conquers Cultures
On the other side of the coin, there are many brands that invest time and money in transcreating their products and assets. Investment that pays off.
McDonald’s is a classic success case when it comes to connecting with the public. The brand goes far and beyond, holding a comprehensive approach in every move. It invests time and effort in understanding the culture it’s targeting and comes up with an appealing offer accordingly. McDonald’s knows how to nail it.
McDonald’s Secret Sauce: Cultural Adaptation
Let’s talk about the menu first. McDonald’s is widely known for its burgers and fries. But it has adapted its menus to please the taste of the people from the different countries where they’ve opened their Golden Arc doors. In America, the star is the burger, while in Asia, the menu includes chicken and rice. And the list goes on.
The brand has also transcreated the colors they are so famous for. How come? More and more, European consumers are leaning towards ecological and natural products. Knowing this, McDonald’s has left behind its traditional red color and has replaced it with green for this market.
“I’m Lovin’ It”: When No Translation Is the Best Translation
Another highlight is the slogan: “I’m lovin’ it”. Even though, in Latin America it was first translated as “Me encanta”, after ten years using this popular version, the brand changed the strategy and decided to keep it in English to project a modern and universal image. Yes, because when you analyze your target culture and assess your options, sometimes providing no translation at all can be the smartest choice. The key is the effect.
These decisions aren’t just about translating words; they’re about understanding cultural preferences, emotions, and local nuances, and building an effective message accordingly.
Wrap Up
Transcreation is about achieving a desired effect. Whatever the goal a brand, company, or individual has when approaching transcreation, the process to effectively and efficiently nail it is, in a nutshell, to conduct exhaustive research and translate with creativity, adapting the message to the target culture so that it causes the same impact and effect as it did in the culture for which it was originally created. In short, Transcreation: That Sweet Spot Where Translation Meets Creation.