Transcreation – the most creative form of translation

It’s not just translating, it’s rewriting a text in another language.

When it comes to advertising or marketing texts, literal translations simply don’t cut it. What you really need is transcreation – a cross between “translation” and “creation”. Here’s what you should know about transcreation.

The words and syntax of a transcreated text often have little in common with the source text, but the effect and purpose of the text are the same. But how does the transcreation process work? Transcreators need to get a clear picture of the context of the source text – the more details, the better. Then they recreate the same scenario in the target language. They usually ignore the original wording and instead employ of the full range of rhetorical and stylistic devices of the target language in order to achieve the same effect. Advertising heavily relies on emotions, so the goal is to replicate those emotions in the target language. 

What kind of information do transcreators need?

A good transcreation requires a lot more information than other forms of translation, so a transcreator need to be briefed the same way as a creative agency.

In addition to target language, processing time, type of text and type of publishing medium, the target culture and target region are relevant. Transcreators should also be filled in on the basic ideas behind the text of the campaign in the source language.

Even within the same language, the cultural perception may differ from one country or region to another. A brochure in Spanish that was written for the European Spanish market may miss the mark in Argentina. This is why transcreators need precise information on the target region.

Slogans and headlines are particularly tricky, so your transcreation agency may make several suggestions. 

We recommend planning for feedback loops to avoid deadline pressure. Whether as a client, you are happy with the transcreation of slogans or claims depends on many factors. After all, it usually takes several brainstorming session to find the right wording in the source language, so it is only to be expected that the same applies to the target language.

Last but not least, transcreators need to know what added value the product or service has for potential buyers. 

Besides information about the text, they also need information about the company, the brand behind the product and the original marketing copy. The company’s mission statement or creative brief is a useful source in this context.Any previous copy in the source language will come in handy. 

How to hit the mark

One of the most important factors in transcreation is in-depth knowledge of the target audience. Once the target country and culture are clear, the persona needs to be established: Age and job as well as hobbies and interests play a role because after all, the average target group for sports car accessories is very different from that for organic vegetables.

Style and tone need to be adapted to the target group. This includes finding the right register. Will the target group respond better to an academic style or will they find informal language more appealing? One of the most important distinguishing features of German texts is whether the reader is addressed using the formal or the informal form of address. 

Writing style impacts how a company is perceived. An informal styles suit hip start-ups better than law firms. This difference may not exist in other languages, or the line between formal and informal forms of address may be different. For this reason, you can’t just translate a German “Du” with “tu” in French.

Humour and rhetorical devices are also relevant. Poorly executed humorous transcreations have caused marketing campaigns to fail or become an object of ridicule. 

An Iranian laundry detergent brand named its product “Barf”, a beautiful Farsi word meaning “snow” – but in English, the name conjures up an image that nobody wants their product to be associated with.

Mistakes in marketing can be expensive – as the British HSBC bank had to find out. The English slogan “assume nothing” was translated in many countries word by word, and ended up being interpreted as “do nothing” – so why should clients switch to HSBC? The rebranding cost the bank 10 million US dollars.

There are many aspects – from boosting sales and opening up new markets to building a company’s reputation – that need to be considered in transcreation. Do you need an effective transcreation of marketing copy or advertisements? Contact us now!! We’re happy to advise you.