An explanation by SoundTrad
What is transcreation?
WHEN YOU HAVE TO TRANSLATE YOUR AD INTO ANOTHER LANGUAGE, YOU MAY FEEL A BIT LOST. BUT LUCKILY, YOU’VE FOUND US, TRUE EXPERTS IN CREATIVE TRANSLATIONS.
Transcreation means bringing a creative translation to life. It starts with a text along with a brief detailing the campaign and brand characteristics to be communicated through the translation.
The definition of Transcreation is very simple: the word is the combination of two English terms: Translation and Creation.
Unlike ordinary translations, Transcreation requires us to take an extra step: to add a touch of creativity, and thus engage in a creative process.
This is why Transcreation can be defined as a creative translation.
Between translation and copywriting, creative translation loses any limits imposed by “classical translation” to create a text that is freer but very close to the target culture, ensuring a more effective communication with the target audience.
Conveying a message is sometimes not enough, especially in marketing, where generating the right, positive, impactful emotion is paramount.
Transcreation can do this, because the objective of translating the message, in this case, is to create the same emotional impact as the original text, conveying all the values of the brand that created it.
An ad on a Turkish radio station will have different nuances from ads in Italy. Audience types differ, as do cultures, habits, customs.
Well, thanks to Transcreation, that marketing message in Turkish can be transformed into the target language and have the same emotional effects in another country where the brand wishes to market its product.
Colloquialisms, puns, idioms… everything must be analysed, studied, broken down and reassembled to create a good creative translation that has an impact on the final reader or listener.
Colours too, for example, must be thoroughly analysed if they need to convey specific messages in an ad. Black, in some countries, may convey different implicit messages than in others. The same goes for green, as in Spain (does García Lorca’s famous line “verde que te quiero verde…” ring a bell?), or white, as in Japan.
When should you ask for creative translations from a transcreation agency?
When you need to recreate marketing and advertising texts, both online and offline, such as banners, slogans, payoffs, brochures, leaflets, promotional videos and any other advertising products in a foreign language, to reach your target audience.
Here’s an example of Transcreation: “Haribo è la bontà, che si gusta ad ogni età”
This is an example of an advertising text that made history in Italy.
What is Transcreation then?
Transcreation is about bringing your ideas to life in new markets.
Transcreation is about maintaining the impactfulness of your ad.
Transcreation is about ensuring an effective message for your target audience.
Transcreation means writing, or rather translating for local audiences.
This activity entails greater involvement, experience and commitment on the part of the translator, who must have top-level language skills, perfectly understand the context, the client’s brief and communication needs, and be creative when it comes to rephrasing the message in the target language.
We at SoundTrad are passionate about Transcreation, because we love to put a touch of creativity into everything we do.
Send us an Excel file, your text to be translated into the language of the people who will be reading, seeing or hearing your message, your brand brief, and we will send back our Transcreation proposals, along with an explanation.
Then you can choose your favourite solution and use it for your marketing project.
What do you need to know if you want great transcreation content?
The differences between the country that develops the ads and their target country.
Transcreation is about bringing your ideas to life in new markets.
Transcreation is about maintaining the impactfulness of your ad.
Transcreation is about ensuring an effective message for your target audience.
Transcreation means writing, or rather translating for local audiences.
This activity entails greater involvement, experience and commitment on the part of the translator, who must have top-level language skills, perfectly understand the context, the client’s brief and communication needs, and be creative when it comes to rephrasing the message in the target language.
We at SoundTrad are passionate about Transcreation, because we love to put a touch of creativity into everything we do.
Send us an Excel file, your text to be translated into the language of the people who will be reading, seeing or hearing your message, your brand brief, and we will send back our Transcreation proposals, along with an explanation.
Then you can choose your favourite solution and use it for your marketing project.
Puns
Puns can be a real challenge for translators. A catchphrase in one language can be a complete flop in another, if it’s not transcreated correctly. The aim is always the same: to recreate the same effect in the target language of a brand’s target audience, drawing on different words, phrases or expressions. Or by turning the original text upside down, if we are sure it will lead to the right result.
Colloquialisms
Like puns, they have to be understood and revisited effectively for the audience that will see or read the translated message.
Other important elements
Such as colours, symbols, other elements containing implicit and important messages to be conveyed to the target audience.
Culture, style, tone of voice, register, and emotional impact are all critically important elements to reach the heart of the brand’s target audience.
So don’t be surprised if the translation of your slogan, ad, or payoff is very different from the original text from a purely syntactic or semantic point of view.
The goal is to transcreate your message and convey its core message to the target audience, tailoring it to their customs, ways of thinking and communicating.
SoundTrad, our translation agency in Brescia, Italy, can help you transform your message to have a great impact on your target audience.
Because we are not merely translators: we are creative when we translate.
Tell us about your project
WHAT’S YOUR PROJECT?
Send us a message, email or call us.
We’ll provide you with a tailor-made quote each time.
(If you also attach the text to be translated, the quote will come even faster!)