Fasten your seat belts! In today’s post we’re going to reveal the keys to a winning translation technique that springboards companies to success: transcreation.
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What is transcreation?
The term transcreation stems from translation + creation as this translation process entails continual creative decision-making.
It is a relatively new field, halfway between marketing and translation. Transcreation aims to ensure that two different messages cause the same reaction in the target audience. That is to say, it’s not all about the words! This technique also transmits emotions, feelings, ideas, tastes… Transcreation is about going beyond the text and finding the message that best fits with the target audience.
Translation vs. transcreation: what’s the difference?
One of the main differences between translation and transcreation is the marked commercial nature of the latter. We could say that transcreation has the same effect on people as an advert. This method tends to be used to translate slogans and campaigns in the world of marketing.
But that’s not all! In video games, for example, transcreators create new characters that better reflect the target culture, and some people even dare to offer creative translations of menus.
What’s more, if you’ve ever seen a film title translated into another language, you might have noticed how it’s often much shorter than the original or vice versa. The title will have likely been transcreated to give the audience clues about what they’re about to watch.
The advantages of transcreation
You’re probably wondering why transcreation is more useful than a simple translation for handy for businesses. Well, combining translation with creative strategies generates a higher percentage of sales in those instances requiring full internationalization (as we revealed in our post on international content marketing). If aside from simply informing you also want to engage the target audience when transmitting your business ideas, a good transcreator can do so in just a few words.
To increase sales abroad you need a deep understanding of the country where you want to focus your products. With the right transcreation and internationalization techniques, you can make your ideas more familiar to the target audience. You’ll show them that they matter, that their feelings are important and, as everyone knows, that there’s no place like home.
Transcreation makes the audience feel at home. That’s why it’s one of the most widely used techniques by the biggest names in business. And we’re not just talking nationally, but also globally.
Professional transcreation for a professional image abroad
Poor transcreation can have repercussions for brands. That’s why the team at Tatutrad examines the target culture with a fine-tooth comb and analyses the most important nuances and those that are offensive. Moreover, we also study lifestyles, trends and tastes, and use a brainstorming session to deliver the most successful result for our clients. We’ve worked on characters, slogans, campaigns, products and even songs (just don’t ask us to sing).
Tatutrad has a team of professional translators who are able to develop creative strategies like advertising agents, and transcreators who know the target market and who care about the impression their translations give. Get in touch with us for personalized advice about the service that best represents your style.