Transcreation is a process that allows marketers and advertisers to take a message from one language and adapt it for another language, without losing its original meaning or context. This is an important tool for companies who want to expand their reach into new markets and countries.
While transcreation is often used interchangeably with translation, there is a key difference between the two: transcreation takes into account the cultural nuances and differences that can impact how a message is received. This means that transcreation goes beyond simply translating words. It also involves understanding the culture of the target audience and crafting a message that will resonate with them.
There are many benefits to using transcreation when marketing to different countries. Perhaps most importantly, it ensures that your message will be properly received and understood by your target audience. Additionally, transcreation can help you to avoid any potential cultural missteps that could damage your brand.
If you’re looking to expand your reach into new markets, transcreation is an important tool that can help you to effectively communicate your message. Transcreation is therefore essential in order to ensure that your marketing and advertising campaigns are successful in different countries. By taking into account the culture of your target audience, you´ll be able to craft a message that will resonate with them and appeal to their values. In doing so, reaching your target market will be done more effectively while achieving better results. For more insights about this point, check out: 10 things marketers need to know about transcreation
Transcreation can help you avoid misunderstandings
Why is transcreation important for marketing and advertising? Well, let’s say you’re trying to sell a product in Japan. If your advertising campaign simply translates your English slogan “A moment on the lips, forever on the hips,” it could be interpreted as meaning that the product is fattening. Not exactly the message you’re going for, right? This is where transcreation comes in. A transcreator would adapt the slogan to be more culturally relevant and understandable for the Japanese market, while still conveying the same message. As result, your advertising campaign will be much more effective.
Let´s look at another example… A product that is advertised as “luxurious” in one country might not be seen as such in another. In order to ensure that your message is received the way you intended, transcreation is essential. This process takes into account the culture of your target audience and adapts the message accordingly.
Read here how Wikipedia defines transcreation: https://en.wikipedia.org/wiki/Transcreation
Don´t get lost in translation
Here we will explain additional pointers to succeed with your transcreation efforts:
When translating advertising or marketing campaigns, it’s important to account for the emotional and cultural elements that might be lost in translation. The key is to hire translators who are native speakers of the country you’re targeting such as the ones that work with us at Orion Translations. Our translators are able to understand the local ins and outs, to correctly convey the meaning of the original message.
Resonate with your target audience
There are furthermore a few key things to keep in mind.
- First, transcreation is all about creating a new version of an existing message that resonates with the target audience. This means that it’s important to have a clear understanding of who the target audience is before starting the transcreation process.
- Second, transcreation should be strategic and focused on achieving specific objectives. The transcreation process should be carefully planned and executed to ensure that the final outcome is effective and appealing to the target audience.
- Finally, transcreation can be a complex and time-consuming process, so it’s important to have patience and be prepared for some trial and error. By keeping these things in mind, you´ll be sure that your transcreation efforts are successful and impactful.
Click here to read the following interesting article: What is translation and what is transcription?