What is this word: Transcreation?
Transcreation is not a word. Transcreation is a combination of two words to describe the end result of creating text in a target language that best conveys the meaning in the original. Without translating every word in the original, it is about creating a message in a different language with the same depth and insight specific to that language.
When a native speaker reads the translation of the copy that you had carefully created, squints his eyes and asks to see the original before he says he got it, then something is not right in the translation. You should seriously re-assess the quality of your language service provider (LSP).
Headlines, taglines, any other catchy phrases in advertising should not be translated by just any LSP.
Here is why.
Most LSP’s use machine or computer assisted tools (CAT) for easy translation of extensive content. After using CAT, they review the translation for sentence structure, meaning accuracy, grammar, etc. and call it ‘ready to submit’. This is the general method of translation work done by all LSP’s in the language industry. Some LSP’s take it to another level of review and analysis by additional, human translators, some, do not.
Although efficient and ubiquitous, this method is not sufficient for translating advertising copy. Most ad copy is created to inspire, motivate, engage, and call to action. To achieve this result, marketing professionals, along with copywriters in-house or contracted, put a lot of time and effort into using the most poignant words, sentence structure, idioms, sometimes phrases with cultural connotation to achieve the desired effect in the message.
Therefore, translation of ad copy should be translated with as much thought and effort as when it was being created in its original form.
Hence, the phrase: trans creation.
For example:
Original Copy to be translated into Spanish: For the Happy-at-Homebody
Translation: Para los que disfrutan estar en casa
Back translation: For those who enjoy staying home – accurate meaning, but the effect is lost.
Transcreation: Para el hogareño-feliz
Back translation: Similar to the original uses a colloquial phrase in Spanish: hogareño-feliz
Here’s another simple example of word choice in transcreation to engage and call to action:
Original copy : Get a new look for your active outdoors life.
Translation : Obtén una nueva apariencia para tu vida activa al aire libre.
Transcreation: Obtén un nuevo look para tu activa vida al aire libre.
Target audience for both phrases is 18 – 35 yr. old Spanish speakers in the US. All versions are accurate. However, transcreation considers the purpose of the phrase, communication objective, target audience, and geographic location. Consequently, it may be more effective in its purpose to engage and call to action.
When it comes to your ads and marketing content, choose the specialists in the industry. Contact Branded Translations for a free quote.
