Transcreation: the success of intercultural business
For the successful development of your business in the international arena, it is extremely important to understand the differences between transcreation and translation. In different situations, the choice of approach is crucial.
Unfortunately, sometimes the standard translation is not enough. Most languages differ significantly from each other in many aspects. As a result, simply replacing words in one language with words in another language can lead to a literal translation, which may be misunderstood by the target audience. To prevent misrepresentation of texts, legal entities/individuals and companies turn to transcreation services. This ensures that the specifics of the target language and culture of the country are taken into account when translating the text.
In this article, we will analyze in detail the differences between transcreation and translation, and learn how to choose the right approach. This knowledge will help to avoid serious mistakes that can lead to financial losses for you or your company.
Transcreation main aspects
Transcreation is a hybrid word derived from a partial combination of the words "translation" and "creation". Transcreation is the process of adapting a text in order to accurately convey its meaning, taking into account the cultural characteristics of the target audience. When translating figurative expressions or idioms that have no analogues in the target language, a literal translation can distort their meaning. The transcreation process takes into account not only the linguistic features, but also the cultural context of a particular country.
When is transcreation necessary?
Transcreation is required when it is necessary to adapt slogans and creative ideas for an international audience. It may also be needed if you (the author of the text) and the target audience use different dialects of the same language. For example, Americans may not understand some expressions in British English. In this case, it is necessary to carefully adapt the translation for the target audience in order to correctly convey the meaning of the message.
Transcreation is especially useful when translating headlines, idioms, advertising appeals, specific vocabulary, phrases, humor or wordplay peculiar to a particular country in order to preserve their original meaning.
Translation basic principles
Translation consists in conveying the meaning of a text in another language. The source language is the original language, and the target language is the language into which the translation is performed. When choosing a translator, it is important to make sure that the target language is his native language. This ensures that all linguistic subtleties are taken into account when translating the text.
Most linguists have education in other fields, such as engineering, accounting or law, which allows them to provide better translation of specialized documents.
It is also worth mentioning that some translators have writing skills. Such specialists can perform creative translation of advertising, marketing materials and media texts.
The main differences between transcreation and text translation
On the one hand, the translation is suitable for informational and educational texts, such as instructions for assembling a barbecue grill, where writing skills are not required. Marketing and advertising content, as well as artistic text, on the contrary, need transcreation in order to convey not only meaning, but also emotions. Transcreation provides an effect similar to the original text, which is ideal for stimulating sales or evoking certain emotions in the target audience. In other cases, choose a translation.
Another difference between transcreation and translation is the performers. Content writers and copywriters are often experts in the field of transcreation and have a higher level of writing compared to translators. They can convey marketing messages more convincingly and effectively. Translators are linguists with appropriate education and good knowledge of two languages, which allows them to easily convey the main meaning of the source texts when translating.
It is also worth considering that before starting work on transcreation, the contractor and the client should discuss all the details, including the cost and deadlines. In the case of translation, preliminary meetings or discussions are usually not required.
The importance of choosing between transcreation and translation
Understanding the differences between transcreation and translation will help you make the right choice for your project. It is important to determine which type of service is more suitable for your specific situation in order to achieve the desired effect and correct understanding of the text by the target audience.
If your text contains metaphors, idioms, wordplay, or culturally specific elements, transcreation will be a more appropriate option. It will allow you to adapt the text in such a way that it is understandable and effective for the target audience, taking into account their cultural characteristics and preferences.
On the other hand, if your text consists of facts, data, technical instructions or other information that must be transmitted accurately and without changes, translation will be a more appropriate option. Translators will be able to reproduce the content of the original text in another language, preserving its accuracy and meaning.
The choice between transcreation and translation may also depend on your budget and the timing of the project. Transcreation can be more time-consuming and costly, as it requires a creative approach and consideration of cultural characteristics. Translation, in turn, can be done faster and at a more affordable price, since it focuses on conveying meaning without additional adaptations.
As a result, for the successful expansion of your business into the international market or effective communication with a foreign language audience, it is important to determine which type of service, transcreation or translation, is best suited for your situation. This will help you avoid possible misunderstandings, strengthen your brand and achieve success in the global market.