Our "Common Man" blog series is committed to bringing you the most easy-to-digest information on translation industry topics and technologies. Previously, we have discussed everything from connectors to global testing to sales skills. This week's topic is a hot one: transcreation.
Transcreation - does that look like a gibberish word to you? If you have little knowledge of transcreation or find the matter to be confusing in the context of the translation industry, keep reading!
what is transcreation?
Transcreation is the process of recreating a company's brand content for a target language and making it fit with the target culture, while keeping intact its original creative intent. It is a step completed in addition to translation.
Sometimes, in the process of translation, the precise meaning and nuances of a creative work can become weakened or blurred. Transcreation was introduced in response to this issue.
when and why should you use transcreation?
Look at the graphic above. What do all of these content types have in common?
They are all heavily-viewed and customer-facing.
If you are simply translating a document for internal use and you just need your employees to be able to read and understand it, transcreation probably isn't necessary. However, if you are deploying a global marketing campaign, tag line, or advertisement, the content of which could determine the success of your company, transcreation can help to ensure your message stays intact and will ultimately jibe well with the target language and culture. Otherwise, you could end up with a costly and mortifying global marketing debacle.
*An easy way to remember which material needs transcreation is this: Content that needs to retain a company's unique brand voice can benefit greatly from transcreation.
the bottom line
When it comes to transcreation, it's a totally optional step - each company can decide if they do or do not want to invest in it. That being said, it's the smartest move for companies who want to make certain that any translated, customer-facing content (especially an ad campaign or slogan) maintain company brand voice and cultural sensitivity post-translation.
To learn more or speak to an onDemand representative about transcreation, please visit our website. See you next time!