Transcreation
{{short description|Process of creatively adapting a message from one language to another}}
Transcreation is a term coined from the words "translation" and "creation", and a concept used in the field of translation studies to describe the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context.{{cite journal
|first=Fernández
|last=Rodríguez, M. A.
|date=2019
|title= Transcreación: Retórica cultural y traducción publicitaria. Castilla.
|journal=Estudios de Literatura, (10)
|pages=223–250
|doi=10.24197/cel.10.2019.223-250
|url=https://doi.org/10.24197/cel.10.2019.223-250
|hdl=10486/691786
|hdl-access=free
}} A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. It is related to the concept of localization, which similarly involves comprehensively adapting a translated text for the target audience.{{sfn|Pedersen|2019|p=44}} Transcreation highlights the translator's creative role.{{sfn|O'Hagan|Mangiron|2013|p=196}} Unlike many other forms of translation, transcreation also often involves adapting not only words, but video and images to the target audience.{{sfn|Chaume|2016}}
Transcreation theory was first developed in the field of literary translation, and began to be adapted for use global marketing and advertising in the early 21st century.{{sfn|Pedersen|2019|p=44}} The transcreation approach is also heavily used today in the translation of video games{{sfn|O'Hagan|Mangiron|2013|p=191}} and mobile apps.{{sfn|Roturier|2015|p=174}}
The concept of transcreation emphasizes the translator's independent creative role.{{sfn|O'Hagan|Mangiron|2013|p=196}} In the context of marketing, the professional translators engaging in transcreation are often referred to as "copywriters" or "copyeditors", or alternatively as "transcreators".{{sfn|Pedersen|2019|p=50}}
Transcreation is a term from the Leibnizian philosophy dating back to 1676. It is a holistic approach, working on creating content from the source and applying it to the target using a translation technique. Changes made during transcreation have reasons, kinds, degrees, levels and limits.{{cite journal |last1=Belabdi |first1=Lalia |title=Is the Leibnizian quote "all change is a kind of transcreation" also valid in translation? |journal=Langues & Cultures |date=30 June 2024 |volume=5 |issue=1 |pages=10–25 |doi=10.62339/jlc.v5i01.219 |url=https://jlc.univ-adrar.edu.dz/index.php?journal=jlc&page=article&op=view&path%5B%5D=219&path%5B%5D=165 |access-date=19 August 2024 |issn=2716-8093|doi-access=free }}
Background
The concept of transcreation was first developed by translators in India and Brazil in the mid-20th century.{{sfn|O'Hagan|Mangiron|2013|p=196}} In 1964, the Indian scholar Purushottama Lal wrote, regarding contemporary translations of the Sanskrit classics, that "the translator must edit, reconcile, and transmute; his job in many ways becomes largely a matter of transcreation".{{sfn|Pedersen|2019|p=44}} In the Brazilian context, the term is associated with the work of Haroldo de Campos, who compared transcreation to the giving of a blood transfusion.{{sfn|O'Hagan|Mangiron2013|p=107, 199}}
The term is also recognized in China. In 2010, the Chinese design and advertising publication, Modern Advertising Magazine, discussed the term in an article for the first time.{{cite journal |journal=Modern Advertising |title= Textappeal: The Advantage of Talents |date=August 2010 |pages=20–21}} [http://textappeal.com/cultureshocks/textappeal-the-advantage-of-talents/ Translated article]
Examples
Transcreation has been found in such fields as literature, marketing, advertising, video-games, websites, information materials, and mobile applications.{{cite journal
|last=Katan
|first=D.
|date=2016
|title=Translation at the cross-roads: Time for the transcreational turn?
|journal=Perspectives: Studies in Translatology, 24(3), 365–381.
|volume=24
|issue=3
|pages=365–381
|doi=10.1080/0907676X.2015.1016049
|url=https://doi.org/10.1080/0907676X.2015.1016049
|url-access=subscription
}}
|last1=Morón
|first1=M.
|last2=Calvo
|first2=E.
|date=2018
|title=Introducing transcreation skills in translator training contexts: A situated project-based approach.
|journal=The Journal of Specialised Translation, 29, 126–148.
|url=https://www.jostrans.org/issue29/art_moron.pdf
}}
|last1=O’Hagan
|first1= M.
|last2=Mangiron
|first2=C
|date= 2013
|title=Game localization
|volume= 106
|publisher=John Benjamins Publishing Company.
|url=https://doi.org/10.1075/btl.106
|journal=Benjamins Translation Library
|doi= 10.1075/btl.106
|isbn= 978-90-272-2456-9
|url-access=subscription
}}
| last1=Ruvalcaba
|first1=D.
|last2=Peck
|first2=H. N.
|last3=Lyles
|first3=C.
|last4=Uratsu
|first4=C. S.
|last5=Escobar
|first5=P. R.
|last6=Grant
|first6=R. W.
|date=2019
|title=Translating/creating a culturally responsive Spanish-language mobile app for visit preparation: Case study of "trans-creation".
|journal=JMIR mHealth and Uhealth, 7(4), E12457.
|volume=7
|issue=4
|pages=e12457
|doi=10.2196/12457
|doi-access=free
|pmid=30950803
|pmc=6482869
}}
In popular culture, one example of the use of a strongly transcreational approach is in the United States adaptation of the Japanese anime Doraemon, in which characters and settings were dramatically modified to suit United States sensibilities.{{sfn|Chaume|2016}} For example, depictions of Japanese yen notes were replaced by United States currency, and a stand selling roasted sweet potato was replaced by a food truck selling popcorn.{{sfn|Chaume|2016}}
Similarly, the United States story of Spider-Man was transcreated for Indian audiences in Spider-Man: India, which is set in Mumbai.{{sfn|Bernal-Merino|2014|p=90}} This transcreated Spider-Man features an Indian-born Spider-Man whose "real" name is Pavitr Prabhakar. Thus, rather than battling the Green Goblin in the canyons of New York City, Prabhakar, clad in a dhoti, fights the demon Rahshasa against backdrops such as the Taj Mahal. "Unlike traditional translations of American comics, Spider-Man India will become the first-ever 'transcreation', where we reinvent the origin of a Western property," said Sharad Devarajan, the chief executive of the Gotham Entertainment Group. The goal in this case closely matched that of cross-cultural marketers: to make Spider-Man more relevant to the Indian audience, establish a deeper emotional connection with readers, and thus sell more comic books.{{cite news |last=Van Gelder |first=Lawrence |url=https://www.nytimes.com/2004/07/05/arts/arts-briefing.html?scp=2&sq=transcreation&st=cse |newspaper= The New York Times |date= 5 July 2004 |access-date= 6 December 2011 |title=Arts Briefing}}
The concept of transcreation has also been applied to other specialized fields such as technical and legal translation. For example, the creation of new technical vocabulary by specialized Icelandic translators in the mid-20th century has been retrospectively characterized as transcreation.{{sfn|Gaballo|2012|p=105}} Accordingly, one author has defined transcreation as a "holistic" process of "re-interpretation of the original work suited to the readers/audience of the target language which requires the translator to come up with new conceptual, linguistic and cultural constructs to make up for the lack (or inadequacy) of existing ones."{{sfn|Gaballo|2012|p=111}}
Purpose
As advertisers expand into new markets, there is an incentive to transcend language and cultural boundaries. As well as obtaining correct translations of copy, other factors such as culture, mores, dialects, idiom, humor, and context are considered. Any perceived lack of respect for local heritage, values, beliefs and cultures may have a negative impact on consumers,{{cite journal |last1=Polak |first1=Elliot |last2=Cuttita |first2=Frank |title=Global Marketing Disasters and Recoveries |journal= Admap |issue= 470 |date=March 2006 |pages= 36–38 }} which is why companies that market internationally are increasingly using transcreation, whether via their advertising company or with a company specializing in transcreation.
The tasks of a transcreator include establishing an emotional connection between the audience and the message, and maximizing cultural relevance.{{cite journal |last1=Kates |first1=Steven M. |last2=Goh |first2=Charlene |title=Brand Morphing: Implications for Advertising Theory and Practice |journal= Journal of Advertising |volume=32 |issue=1 |year=2003 |pages=59–68 |issn=0091-3367 |jstor=4622150 |doi=10.1080/00913367.2003.10639049|s2cid=144167731 }} Many factors may differ across cultural and linguistic boundaries and must be considered,{{cite journal |last1=Griffith |first1=David A. |last2=Chandra |first2=Aruna |last3=Ryans Jr. |first3=John K. |journal=Journal of International Marketing |volume=11 |issue=3 |pages=30–47 |url=http://www.journals.marketingpower.com/doi/abs/10.1509/jimk.11.3.30.20160 |year=2003 |title=Examining the Intricacies of Promotion Standardization: Factors Influencing Advertising Message and Packaging |access-date=16 September 2011 |doi=10.1509/jimk.11.3.30.20160|s2cid=155058684 |url-access=subscription }} such as cultural heritage, shared values, practices, prevalent social cueing, reception thereof, expression of emotions, gestures, body language, and facial expressions. These factors in turn influence consumers’ behavior and their reactions to advertising elements such as text, tone of voice, humor, settings, casting, and tonality.
Transcreation can also have a positive impact on a website's SEO performance,{{Cite web |date=2022-05-03 |title=Transcreation Definition |url=https://www.moc-digital.com/en/2022/05/03/transcreation-definition/ |access-date=2022-08-10 |website=Moc Digital |language=en-GB}} as search engines favour user experience and content quality.{{Cite web |last=Stein |first=Adriana |title=Your Cheat Sheet to Google's 200 (Known) Ranking Factors |url=https://blog.hubspot.com/marketing/google-ranking-algorithm-infographic |access-date=2022-08-10 |website=blog.hubspot.com |date=13 July 2021 |language=en-us}}
Relationship to translation
Classically, in a schema dating from the 17th century, translation has been divided into three approaches: metaphrase (word-for-word translation), paraphrase (i.e. "say in other words"), and imitation.{{Cite web
|work=Oxford Handbooks Online
|url=https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/9780199935338.001.0001/oxfordhb-9780199935338-e-10
|title=Dryden as Translator
|first=David
|last=Hopkins
|year=2014
|doi=10.1093/oxfordhb/9780199935338.013.10
|isbn=9780199935338
}} Transcreation is thus a variation on the "imitation" or "adaptation" approach to translation.{{sfn|St-Pierre|2016|p=83}} Similarly, viewed in terms of the continuum between free translation and literal translation, transcreation is considered to be "closest to 'free' on the literal – free cline."{{sfn|Gaballo|2012|p=96 n.1}}
The validity of transcreation as a distinct form of translation, however, has been questioned.{{sfn|Bernal-Merino|2014|p=91}} While the term has been widely embraced by translation brokers seeking new business, it has been greeted with considerably more skepticism by professional translators.{{sfn|Gaballo|2012|p=95}}
Commercial use
In the 21st century, some translation agencies began to specifically market themselves as transcreation agencies.{{sfn|O'Hagan|Mangiron|2013|p=196}}{{sfn|Pedersen|2019|p=45}} Transcreation allows local marketers to take the essence of a global advertising message and tailor it to their market. Thus, a global advertising campaign subjected to transcreation becomes more supple, while still adhering to an overall global strategy.
Accordingly, the rise of transcreation has paralleled the growth in international marketing campaigns. In 1960, international billings accounted for 6% of the gross revenues of the top ten U.S. advertising agencies. By 1991, that share had climbed to 60%, and it has been rising ever since,Ducoffe, Robert, and Andreas Grein. 1998. "Strategic Responses to market globalization among advertising agencies". International Journal of Advertising 17 (3). 301–319. in line with the "think global; act local" principle.{{cite journal |last=Harris |first=Greg |journal=Journal of International Marketing |volume=2 |issue=4 |pages=13–30 |title=International Advertising Standardization: What Do the Multinationals Actually Standardize? |year= 1994 |doi=10.1177/1069031X9400200402 |issn=1069-031X |jstor=25048564|s2cid=158254531 }}{{cite journal |last1=Vrontis |first1=Dmetris |last2=Thrassou |first2=Alkis |journal=Journal of Innovative Marketing |volume=3 |issue=4 |year=2007 |pages=7–21 |url=https://unic.academia.edu/DemetrisVrontis/Papers/359731/Adaptation_Vs._Standardization_In_International_Marketing-The_Country-of-Origin_Effect |title= Adaptation vs. Standardisation in International Marketing- The Country-of-origin Effect |issn=1814-2427 |access-date= 16 September 2011}}
See also
Notes
{{Reflist}}
References
- {{Cite book
|title=Translation and Localisation in Video Games: Making Entertainment Software Global
|first=Miguel Á.
|last=Bernal-Merino
|year=2014
|publisher=Routledge
|isbn=9781317617846
}}
- {{Cite book
|chapter=Audiovisual Translation Trends: Growing Diversity, Choice and Enhanced Localization
|first=Frederic
|last=Chaume
|year=2016
|isbn=9781317610786
|title=Media Across Borders: Localising TV, Film and Video Games
|publisher=Routledge
|editor-first=Andrea
|editor-last=Esser
}}
- {{Cite journal
|title=Exploring the Boundaries of Transcreation in Specialized Translation
|first=Viviana
|last=Gaballo
|year=2012
|url=https://edipuglia.it/wp-content/uploads/ESP%202012/Gaballo.pdf
|journal=ESP Across Cultures
|volume=9
}}
- {{Cite book
|url=https://books.google.com/books?id=6LEbAgAAQBAJ&pg=PA196
|first1=Minako
|last1=O'Hagan
|first2=Carmen
|last2=Mangiron
|title=Game Localization: Translating for the global digital entertainment industry
|year=2013
|publisher=John Benjamins
|isbn=9789027271860
}}
- {{Cite book
|chapter-url=https://books.google.com/books?id=7LGoDwAAQBAJ&pg=PA43
|first=Daniel
|last=Pedersen
|title=Translation Practice in the Field: Current research on socio-cognitive processes
|year=2019
|chapter=Managing Transcreation Projects: An Ethnographic Study
|isbn=9789027262196
|publisher=John Benjamins
}}
- {{Cite book
|title=Localizing Apps: A practical guide for translators and translation students
|first=Johann
|last=Roturier
|year=2015
|publisher=Routledge
|isbn=9781317621676
|url=https://books.google.com/books?id=9fEjCQAAQBAJ&pg=PA174
}}
- {{Cite book
|title=Unity in Diversity: Current Trends in Translation Studies
|isbn=9781134960422
|year=2016
|publisher=Routledge
|chapter=Theory and Practice: Translation in India
|first=David
|last=St-Pierre
|chapter-url=https://books.google.com/books?id=wsDsCwAAQBAJ&pg=PT83
}}