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This is a complex form of translation that preserves the original intent, context, emotion and tone. It is originally conceived by marketing and advertising professionals because its objective is to duplicate the message carefully, without problems and preventing the public from realizing that a translation ever occurred . Ultimately, the finished product must provide the audience with an emotional experience identical to that of the main message, and at the same time natural. Creative freedoms are essential in transcreation, therefore, for it to be successful, you must have an approval process implemented with the acceptance of a brand manager specialized in the campaign's target market.
Have you heard about Red Bull's campaign in the Chinese market? This is a great Phone Number List example of how this process can be used to increase conversions . The energy drink giant transcreated its entire brand to appeal to the Chinese consumer. This involved not only altering their text slogans, but also the colors , images and shape of the packaging. Today, the Chinese version of the “wings” drink comes in red and gold cans, as these colors symbolize prestige and luck in China, influencing consumer behavior and brand perception. . Transcreation and translation: Are they the same thing.
The main difference between transcreation and translation is the creative freedom within the Marketing strategy to ensure that the message is appropriate and attractive to the target market. In a “traditional” project, the first step is a translation and the second is a revision. At this time, the reviewer will verify at a minimum the following elements: terminology; format and functionality; orthography; style, grammar and syntax; punctuation marks; special characters; date and time format, measurements, numbers; telephone numbers, technical numbers; company-specific information, copyrights and trademarks; precision.
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