SIGNEWORDS is also a transcreation agency. What do we do?
We can also refer to transcreation for international audiences as:
- creative translation
- cross-market copywriting
This transcreation for international audiences is a relatively new service that has become increasingly popular over the past decade,
⤷ particularly amongst advertising and marketing projects targeting cross-cultural and international audiences, included in our marketing translation service.
Translation creativity for an excellent transcreation service
➤ The term ‘transcreation’ combines translation and creativity.
It consists of taking a given text in a source language and using the content of the source as inspiration for the creation of a brand-new version in the target language.
Therefore, this adaptation translation considers the emotional intention of the message rather than the structure of the word itself.
In other words, we must remain faithful to the source text in terms of:
⤷ But this analysis is less critical than replicating the same emotional response in target readers.
➤ Content creation achieves this result, focusing on:
- the target culture
- linguistic variations
- sense of humor
- the religion factor
- geographical context
Transcreation service for international and transcultural audiences
➤ This transcreation service is particularly useful for companies who need to create and devise:
- businesses slogans
- advertising campaigns,
- branding concepts
- product names in the language(s) of the countries they target,
⤷ due to its SEO translation condition.
Companies who generally request transcreation aim to sell products or services. To do so; they must:
- attract consumers and
- appeal to them on an emotional level.
⤷ Failure to connect will fail to sell, and thus to achieve the company’s global market strategy.
At SIGNEWORDS, we only work with copywriters who have a good understanding of both:
- the source and
- the target
⤷ languages and cultures, living in any country.
We screen and vet all our resources and liaise with them and the client regularly throughout the transcreation process,
↳ to ensure we create the best product tailored to the project’s specific needs.
Translation localization service link with transcreation for international audiences
Anyway, we shouldn’t confuse transcreation with translation localization, another buzz word in the translation industry.
Indeed, the terminology can be confusing, and people often believe the two overlap, but while:
- Localization shifts beyond the words to consider the cultural expectations of an audience
- Transcreation takes a step further towards creative freedom
What does localize stand for, and how does it relate to transcreation for international audiences?
➤ Localization is the process of culturally adapting a product.
And an excellent example of this kind of adaptation is the popular cartoon show ‘The Simpsons,’ localized into many languages.
See how in its original American-English version, Homer Simpson, the father in the family, is known for his love of food and alcohol.
Muslim-speaking countries have substituted all references to beer and pork with soda and other meat to respect the religious beliefs of the viewers.
➤ Transcreation, on the other hand, blends language with culture and emotions, adding a layer of creativity.
↳ And that’s why transcreation implies marketing translation.
- In film titles like the 2007 film Knocked Up, which they translated as ‘Ligeramente embarazada’ (lit. ‘Slightly Pregnant’) in Catholic Peru, but as 弊傢伙…搞大咗 (lit. ‘One Night, Big Belly’) in Communist China.
⤷ It was, therefore, creatively tailored to the target audience’s:
- The 2004 Jim Carrey and Kate Winslet movie ‘Eternal Sunshine of the Spotless Mind,’ in Spanish, became ‘¡Olvídate de mí!’ (lit. Forget about me!), drastically altering the feel and intention of the original title… ㋡
⤷ In conclusion, they dissuaded movie-goers from buying tickets, thinking that it sounded more like a chick-flick or a slapstick rom-com than the complex, dark, layered drama that it is. Sometimes transcriptions get it wrong!
This single example highlights the importance of putting your transcreation for international audiences projects in the hands of experts ✎
At SIGNEWORDS, only native speakers who:
- know the culture of their source and target countries inside out and
- can convey the same emotional intention of the source text to its target audience,
⤷ make up our team.