Transposing a message filled with meaning and emotion from one culture to another can be a real challenge. Read on to see how ITC Global Translations, an agency specialized in transcreation, can help you deliver the right message to your target audience.
What is transcreation?
Transcreation is a creative translation process that involves adapting the source text so that the message and emotional intent are the same in the target language.
A hybrid of translation and creation, transcreation is a process that combines language, emotion and culture. It requires artistic skills and talent, along with a deep understanding of two cultures.
If we’ve learned anything in our first steps towards globalization, it’s that we don’t all speak the same language, literally and figuratively. Each culture has its own ideas, beliefs and taboos, as well as its own methods of verbal, non-verbal and written communication. Transcreating a message doesn’t mean replacing a word with its equivalent in another language, but recreating an equivalent message targeting a new culture.
In professional settings, transcreation is most often used in marketing and advertising projects aimed at a culture that’s different from the company’s native culture. It enables companies to adapt plays on words, taglines and slogans to create hooks adapted to the target audience that have the desired effect. The goal of this type of message is to create an emotional response or an immediate reaction. This means the tone, context and style are just as important as the words.
One example of successful transcreation comes from the German brand Haribo. Its original slogan “Haribo macht Kinder froh und Erwachsene ebenso” can be literally translated “Haribo makes children happy and adults too.” The transcreated slogan is “Kids and grown-ups love it so.” Much simpler, more impactful, easier to remember and a perfect replication of the playful tone.
ITC Global Translations: Your Transcreation Agency
Our transcreation services give you much more than a translation: they fully adapt your message to the target audience. To transmit the right message to the target audience, transcreators must “move away” from the source text, writing new content that conveys the same information and impact.
Our professional translators have the following characteristics to successfully accomplish the complex task of transcreation:
▸ They have an in-depth understanding of the source and target cultures
▸ They know the source and target languages very well
▸ They’re familiar with the design/writing process, so they can create original content based on creative briefs
▸ They’re experts in communication, marketing and advertising
Go beyond translation with our transcreation services!