Transcreation vs Localisation in Translation Services
Have you heard of transcreation?
It may sound like a new millennial buzzword for translation, but we guarantee that it isn’t. Of course, there are similarities, given that they both start with content in a source language and end with a piece in the target language. However, the approaches taken differ greatly, and so too will the end product.
Firstly, let’s clarify something important about translation. When you pay for a professional translation service, you aren’t simply getting a word-for-word reproduction of your content in the target language. While the finished article remains as an accurate ‘mirror’ of the original content, all good translation involves an essential element of change, in terms of sentence structure, idiomatic expressions and so on. Otherwise, it simply wouldn’t read naturally or have any impact on the readers – indeed sometime it would be absolutely incorrect if left in the same structure as the source language!. Adapting the text in this way, considering differences in culture, practical factors such as currency and measurements, plus the language of humour and slang, is known as localisation.
Transcreation, on the other hand, is a mixture of ‘translation’ and ‘creative’. It gives the translator the creative freedom to adapt the content as they see fit – while maintaining the intent, style, tone and context of the source. If you’ve worked with a copywriter on a campaign, you’ll understand how much work goes into using language to capture attention, build interest and, ultimately, result in sales. So much of this relies on your copy resonating with the reader. Why throw it all away when adapting the copy for a new market?
Why Would You Need Transcreation?
Speakers of different languages across the world are influenced by different cultures, attitudes and values. What pulls on the heartstrings in one nation may not be at all significant in another. Even a fantastic localised translation of copy that isn’t written specifically to reach the locals can fall flat. A good example of this is the American Dairy Association’s ‘Got Milk?’ campaign. The original campaign was humorous but in Latin America, a household running out of milk was nothing to laugh about, so the campaign was unsuccessful there. Not to mention that the slogan translated into Spanish could be interpreted as ‘Are you lactating?’!
Talking Heads worked on a campaign for a shoe named after Vincent Van Gogh, where the American strapline was “Get Up And Gogh” – this works in the States because they pronounce ‘Gogh’ as ‘Go’ – ‘Get Up and Go!’ sounds great! But the client wished to keep this creative strapline in other countries, where ‘Gogh’ is not pronounced ‘go’ and neither is the translated word for ‘go’! Absolutely nothing about the original marketing slogan worked for translation purposes, and we started again from scratch, creating a completely new slogan which expressed the same ideals, and actually worked in the various different European target markets.
A great transcreator will not only be a professional translator with full proficiency in the source and target languages but will also be a creative copywriter. They’ll be able to use the source language content (as well as a creative brief, which we recommend you always provide) as a springboard from which they’ll write copy in the target language which not only flows perfectly and maintains the intent, style, tone and context, but evokes the same emotional response that you worked tirelessly to achieve in the first place.
Transcreation vs Localisation… Which Do You Need?
There are times when transcreation would be counterproductive. For example, we don’t need to retain the ‘feel’ of legal documents, we make sure that they are fully compliant in the target language. However, when you do need to translate an emotive, engaging piece of content, finding a professional transcreator who can do it justice will be the best thing you can do.
Here at Talking Heads, we have a network of fantastic, talented translators with the linguistic skills and copywriting know-how that makes them perfect for the job. Get in touch with us today to ensure your brand is as well-received the world over as it is at home.
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