April 27, 2024
Understanding the Difference Between Translation and Transcreation
When businesses aim to expand into new markets, adapting their marketing strategies to resonate with local audiences becomes essential. This is where transcreation plays a pivotal role.
Also known as creative translation, transcreation involves adapting a message from one language to another while preserving its intent, style, tone, and emotional impact. It’s not just about translating words—it’s about conveying the essence of the message so that it elicits the same reaction across different cultures.
But what exactly does transcreation entail?
What Is Transcreation?
At its core, transcreation is the creative adaptation of marketing content. It’s most commonly used for translating advertising campaigns, taglines, and marketing collateral. Instead of focusing solely on literal translation, transcreation ensures the message resonates culturally and emotionally with the target audience.
Marketing and advertising thrive on creativity, aiming to capture consumer attention and inspire action. A literal translation of a slogan or tagline, however, can sometimes fall flat—or worse, deliver an unintended meaning.
A well-known example is Electrolux, the Scandinavian vacuum cleaner company, which attempted to introduce its brand in the U.S. market with the slogan, “Nothing sucks like an Electrolux.” While the phrase was intended to highlight the vacuum’s strong suction power, it backfired in a country where “this sucks” is slang for something undesirable. The result was confusion and a missed opportunity to connect with consumers.
When handled by a transcreation expert, such marketing messages can retain their original charm and avoid cultural mishaps.
How Does Transcreation Differ from Translation?
Although both transcreation and translation involve adapting content from one language to another, they require distinct skills and approaches.
- Translation is primarily focused on accuracy and fluency in the target language. For technical or specialized content, it often demands expertise in specific fields like law, medicine, or engineering.
- Transcreation, on the other hand, blends linguistic fluency with creativity and cultural knowledge. It’s less about literal accuracy and more about crafting a message that feels authentic and engaging within the target culture.
Consider a business promoting a Christmas campaign. In the UK, a typical ad might feature Santa Claus advertising a sale until December 25th. However, running the same campaign internationally would require more than just translating the text.
- Not all countries celebrate Christmas on December 25th. In some places, the festivities begin on Christmas Eve, while others mark the occasion on different dates, such as January 7th in Russia or December 5th in parts of Eastern Europe.
- Santa Claus may not be the central figure everywhere. For instance, Spain celebrates the Magi, while France has Père Noël, and Turkey celebrates Noël Baba.
- Some countries celebrate entirely different holidays. Hanukkah is prominent in Israel, while Japan’s main December celebration is Omisoka.
Adapting such a campaign isn’t just about language—it’s about cultural sensitivity and timing. A transcreation expert can ensure the campaign aligns with local customs and traditions, ensuring it resonates with the target audience.
Why Transcreation Matters
Effective marketing requires a balance between achieving business objectives, maintaining a consistent brand voice, and connecting with diverse audiences. Transcreation bridges this gap by tailoring messages to different cultures without losing the brand’s core identity. By working with transcreation experts who combine linguistic skills, marketing creativity, and cultural insight, your business can create impactful campaigns that engage global audiences and drive success across markets.
