1. WHAT IS TRANSCREATION?
The important finishing touches for your marketing texts and translations.
Transcreation combines translation with re-creation (creativity). In transcreation, an advertising text is adapted for a specific target group in a specific target market. Cultural, linguistic and emotional aspects must be taken into account in order to successfully translate a brand message into the language of the target country. The trick is to recognize and retain the nuances of the intention, the core message, the tone and the style of the original text.
The aim of transcreation is to promote the advertising effectiveness and image of a brand and to successfully market the product or service internationally.
As a result, companies have an influence on the reputation and awareness of their brands and products, because nothing shapes a brand in the long term as much as language.
2. WHAT IS THE DIFFERENCE TO THE CLASSIC TRANSLATION?
Translator + copywriter = transcreator (transcreative copywriter).
Transcreation goes beyond the classic translation of catalogs or operating instructions, for example. The existing advertising text must not only be translated into another language. The desired communication objective must be achieved while taking cultural and linguistic conventions into account.
This requires intercultural competence on the one hand and textual competence for the respective cultural area on the other. Because writing as a craft also needs to be learned. Catchy and attractive texts are essential in order to successfully implement the message they contain and thus make it tangible and perceptible.
3. WHY TRANSCREATION?
Inspire with language. Awaken emotions. Experience success.
Not sure whether you need a translation or transcreation? Then ask yourself this simple question:
Does your text influence the image of the brand?
If you can answer “YES” to this question, you need transcreation.
Example using the HARIBO advertising slogan:
HARIBO makes children happy and adults too (German)
Classic translation
HARIBO rend les enfants heureux – et les adultes aussi (French)
HARIBO makes children and adults happy (English)
Translation with transcreation
HARIBO c’est beau la vie, pour les grands et les petits (French)
Kids and grown-ups love it so – the happy world of HARIBO (English)
Source: http://www.markenlexikon.com/slogans_h.html
This is what a successful transcreation looks like, because the intention of the slogan is also clear in French and English. Haribo is also making the translator community happy.
4. FOR WHICH TEXTS IS TRANSCREATION SUITABLE?
The key to the international success of your brand.
Transcreative texts should not only reach potential customers, but also motivate them to take action. Transcreation of advertising copy is essential for optimal international marketing of the brand and a successful advertising campaign.
10 cases for the transcreation professionals:
- Slogans, claims, headlines
- Advertising campaigns (e.g. banners, TV and radio)
- Advertising materials (advertisements, brochures, flyers, mailings, posters, etc.)
- Product and brand names
- Press releases (e.g. on new product/service offerings), magazines/articles
- Newsletter, image-related texts, job advertisements
- Internet presences / websites (additionally SEO-optimized if required)
- Literature and film (e.g. book and film titles)
- Gaming (board and video games)
- Lectures, speeches
5. HOW DOES TRANSCREATION WORK?
Transcreation takes time.
The first step is a BRIEFING. This is where background information about your company and your product is collected and all the necessary details are discussed. Important questions include the following:
Which target group do you want to reach in which media?
What associations, emotions and actions should be triggered in the reader?
In the second step, this leads to RESEARCH and BRAINSTORMING, during which the first ideas are collected. The creative ideas mature during the INCUBATION phase. Now the transcreator can start TEXTING and ADAPTING.
The multi-stage thought process can take several days. During this time, the transcreator’s creativity is given free rein, taking your core message into account, and the drafts are fine-tuned. The final step is the FINAL CUT before you receive your TRANSCREATED ADVERTISING TEXT.
