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Transcreation is a term from the Leibnizian philosophy that dates back to 1676. Transcreation concept stands for the transitive law that advocates: if change is motion, and motion is transcreation, then, change is transcreation. Subsequently, "all change is a kind of transcreation" (Leibniz, 42: 1676/Translated Draft), in philosophy field. The same notions apply to translation field. Transcreation is a holistic approach. It works on creating a content (change) from the source and the target to the target (motion) through the application of partial or total change processes, also called the kinds of change (transcreation processes). Transcreation is a translation technique. It is the ultimate representation of any and all kinds of change when translating a content from the source to the target. Changes making when translating have reasons, kinds, degrees, levels and limits.<ref>{{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 }}</ref>
{{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. A successfully transcreated message evokes the same [[emotion]]s and carries the same implications in the target language as it does in the source language. It is related to the concept of [[Language localisation|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 game]]s{{sfn|O'Hagan|Mangiron|2013|p=191}} and [[mobile app]]s.{{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 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 game]]s{{sfn|O'Hagan|2013|p=191}} and [[mobile app]]s.{{sfn|Roturier|2015|p=174}}
== 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|
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.<ref>{{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]</ref>
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==Examples==
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
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 language|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}}
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As markets continue to broaden, advertisers face special challenges. To be effective, advertising must reach hearts as well as minds. Thus, the ability to transcend language and cultural boundaries is paramount to achieving an effective global marketing strategy. Not only must copy be translated correctly, but other factors must also be considered, such as culture, mores, dialects, idiom, humor, and context. Any perceived lack of respect for heritage, local values, beliefs and cultures may have a negative impact on consumers.<ref name=Pollak>{{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 }}</ref> To meet these challenges, 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.<ref name="Kates&Goh">{{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 }}</ref> Many factors may differ across cultural and linguistic boundaries and must be considered, as these differences can significantly limit the effectiveness and impact of a cross-market campaign.<ref>{{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 |
Transcreation can also have a positive impact on a website's [[SEO]] performance,<ref>{{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}}</ref> as it favorises user experience and content quality; two essential factors for search engine optimisation.<ref>{{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}}</ref>
== 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.
|work=Oxford Handbooks Online
|url=https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/9780199935338.001.0001/oxfordhb-9780199935338-e-10
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|year=2014
|doi=10.1093/oxfordhb/9780199935338.013.10
|isbn=9780199935338
}}</ref>
The validity of transcreation as a distinct form of translation, however, has been questioned.{{sfn|Bernal-Merino|2014|p=91}} While the term was widely embraced by translation brokers seeking new business, it has been greeted with considerably more skepticism by professional translators.{{sfn|Gaballo|2012|p=95}}▼
▲The validity of transcreation as a distinct form of translation, however, has been questioned.{{sfn|Bernal-Merino|2014|p=91}} While the term
== 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,<ref>Ducoffe, Robert, and Andreas Grein. 1998. “Strategic Responses to market globalization among advertising agencies”. International Journal of Advertising 17 (3). 301–319.</ref> in line with the “think global; act local” principle.<ref>{{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 }}</ref><ref>{{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 |
== See also ==
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|publisher=Routledge
|isbn=9781317617846
}}
*{{Cite book
|chapter=Audiovisual Translation Trends: Growing Diversity, Choice and Enhanced Localization
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|editor-first=Andrea
|editor-last=Esser
}}
*{{Cite journal
|title=Exploring the Boundaries of Transcreation in Specialized Translation
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|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
|
|
|first2=Carmen
|last2=Mangiron
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|publisher=John Benjamins
|isbn=9789027271860
}}
*{{Cite book
|chapter-url=https://books.google.com/books?id=7LGoDwAAQBAJ&pg=PA43
|first=Daniel
|last=Pedersen
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|isbn=9789027262196
|publisher=John Benjamins
}}
*{{Cite book
|title=Localizing Apps: A practical guide for translators and translation students
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|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
}}
== References ==
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