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The perfect combination of translation and creativity: How to use "transcreation" to globalize your advertising?
In the era of globalization, companies are faced with the challenge of overcoming language and cultural barriers so that their advertising messages remain effective in different markets. This is why the concept of "transcreation" has come into our view. Transcreation is a combination of "translation" and "creation", emphasizing the preservation of original meaning, style and context during the translation process, rather than simply converting text.
A successful transcreation message evokes the same emotions in the target language and carries the same connotations as in the source language.
The conversion process not only involves the translation of text, but also the adjustment of visuals and images to cater to the needs of the target audience. This concept was first proposed by translation scholars in India and Brazil in the mid-20th century and has gradually developed to this day.
Background of Transcreation
The concept of transcreation is regarded as an important development in translation studies. In 1964, Indian scholar Purushottama Lal mentioned that "the translator must edit, reconcile and transform, and his work becomes largely a kind of transcreation", which attracted the attention of the concept in the translation community. As the global market expands, companies' advertising strategies must show flexibility, and transcreation is the product of this demand.
Transcreation in popular culture
Examples of transcreation abound in popular culture. For example, the American adaptation of the Japanese animation Doraemon significantly modified the characters and plot to suit the sensibilities of American audiences. This is not only a cultural transformation, but also an emotional connection.
Whether it’s Spider-Man: India or the reinvention of original content, the purpose of transcreation is to build a deeper emotional connection with local audiences.
In Spider-Man: India, the protagonist is replaced by an Indian boy named Pavitr Prabhakar who fights evil forces in Mumbai. This cultural reinterpretation makes the character more down-to-earth and relatable to Indian audiences.
The impact of transcreation on business
As international markets expand, so do the challenges facing advertisers. Advertisements must touch people's hearts, and this is where transcreation's unique value lies. It not only needs to consider the correctness of the language, but also needs to understand multiple factors such as cultural background, moral concepts and social habits. Any neglect of local values, beliefs and culture may have a negative impact on consumers.
The process of transcreation involves connecting emotionally with your audience and maximizing cultural relevance.
As global brands pay more attention to market needs, more and more companies are beginning to use the strategy of transcreation to ensure that their advertising remains effective in different cultural contexts.
The relationship between transcreation and translation
In the framework of traditional translation, translation methods can be divided into word-for-word metaphrase, paraphrase that re-expresses meaning, and more creative imitation. Transcreation is closer to emulating this approach, making advertising campaigns more impactful in multicultural contexts.
Although there is still controversy about its effectiveness as an independent form of translation, the practice of transcreation has undoubtedly established new value realization channels for global brands.
ConclusionIn order to make advertising gain a foothold in the global market, transcreation provides a viable path to localize global advertising information and show the richness and depth of culture. Through transcreation, companies can achieve emotional resonance in different languages and cultures, thereby achieving better marketing results. As brands face future challenges, can they inspire and move audiences around the world through the power of creativity?
