{"id":7601,"date":"2019-07-03T14:40:57","date_gmt":"2019-07-03T13:40:57","guid":{"rendered":"https:\/\/createhealth.com\/transcreation\/"},"modified":"2019-07-03T14:40:57","modified_gmt":"2019-07-03T13:40:57","slug":"transcreation","status":"publish","type":"post","link":"https:\/\/createhealth.com\/us\/transcreation\/","title":{"rendered":"The power and process of transcreation"},"content":{"rendered":"

Before we get stuck in, you might be wondering exactly what we, from the perspective of a healthcare copywriting agency, mean by transcreation.<\/p>\n

Think of it as translation\u2019s sophisticated cousin. Whereas translation provides a literal equivalent of your copy, transcreation is more of an adaptation process.<\/p>\n

It takes into account the culture of the country it\u2019ll be broadcast in, and the intricacies of the language. With this, transcreation adapts your original copy into new copy that carries exactly the same message, but using phrasing that\u2019s best suited to its new language.<\/p>\n

Why is it important?<\/strong><\/p>\n

For most businesses, having a strong global presence is desirable, but that brings a responsibility to understand each market as individual audiences. They don\u2019t communicate exactly alike, and hold different ideas about what\u2019s familiar phrasing and what\u2019s taboo.<\/p>\n

Just because you brilliantly articulate the benefits of your brand to a British audience in English, doesn\u2019t mean you can achieve the same intent, style and tone by using a straight translation service.<\/p>\n

To really speak<\/em> to an audience and capture their interest, you need to be speaking in their language as a native.<\/p>\n

Especially when you\u2019ve invested months and significant budget on a brilliant campaign, doesn\u2019t it seem simply a waste not to ensure it\u2019s transcreated for your other markets?<\/p>\n

Brits, for example, are prone to tip-toe around expressing requests, in hopes of sounding polite, and are partial to niche turns of phrase. To some Europeans though, our phrasing may sound waffling or bumbling.<\/p>\n

Conversely, Europeans\u2019 more direct, literal way of speaking can be interpreted as curt to our sensibilities.<\/p>\n

Translation troubles<\/strong><\/p>\n

Even some of the world\u2019s biggest brands have had some serious mishaps when it comes to using straight translation for foreign markets.<\/p>\n

KFC\u2019s famous \u201cfinger-lookin\u2019 good\u201d headline is a classic, isn\u2019t it?
\nWell, not so much in China. When translated into Chinese, it means \u201ceat your fingers off.\u201d Not quite so tempting anymore.<\/p>\n

Pepsi, trying to communicate its refreshing properties, released the tag-line: \u201cBrings you back to life\u201d. But again, the Chinese translation didn\u2019t quite hold the same message. In fact, \u201cbrings your ancesters back from the grave\u201d mightily offended much of the audience.<\/p>\n

Fellow beverage brand Coors\u2019 \u201cTurn it loose\u201d campaign was all about letting your hair down and having a good time. But as they soon discovered, ‘turn it loose’ translates as a Spanish colloquialism for having diarrhea. Oops.<\/p>\n

So why isn\u2019t transcreation the norm?<\/strong><\/p>\n

There are two main reasons that transcreation isn\u2019t the commonplace method.<\/p>\n

First of all, it\u2019s a more time-consuming process compared to translation, which can be done almost instantly through online programs and services. For brands hoping to achieve fast speed-to-market, it might not fit into timelines.<\/p>\n

Secondly, the cost is also likely to be higher, due to needing a native copywriter to ensure your copy<\/a> is saying what you want it to say.<\/p>\n

However, transcreation isn\u2019t the smartest choice in every single<\/em> case. Campaign headlines, subheads and product benefit claims would definitely benefit from transcreation services. But pages of instructions or fairly straightforward details that are devoid of emotional tone? Here transcreation might be too much of an investment to justify the end.<\/p>\n

If you have any questions around transcreation, or would like our help with campaigns that can truly flex globally, drop us a line.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Before we get stuck in, you might be wondering exactly what we, from the perspective of a healthcare copywriting agency, mean by transcreation. Think of it as translation\u2019s sophisticated cousin. Whereas translation provides a literal equivalent of your copy, transcreation is more of an adaptation process. 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