As we’ve already seen, our brands are so much more than text. 🌟 They cover messages, images, colors, emotions, and so on. As such, when attempting to go international, you’ll need more than just language expertise to get your message across properly. And that’s when marketing translation and transcreation come into play.

Marketing translation and transcreation are, of course, both processes involved in adapting content for different languages and cultures. And, in many ways, they  are quite similar:

• they both require advertising and marketing knowledge;
• they both have the same goal of making you convert more and, consequently, sell more;
• they both convert a message from one language to another;

However, when talking about marketing translation and transcreation we refer to two different services within the translation industry. They serve distinct purposes and involve different levels of creativity and adaptation. 

Let’s take a journey into the world of language adaptation in a less formal and more friendly way. 😊

Key differences

1. Purpose: getting the message across vs. creating a connection 🗺️

Marketing Translation is like a bridge between languages. It’s all about making sure your message is crystal clear in another language while preserving the original intent. It only works with the copy of your materials and adapts the text within them, making them perfect for the target audience. It’s like sharing a secret with a trusted friend, and you want them to understand every word. 🌉

Transcreation, on the other hand, works with all the elements of your materials. It is about more than just words; it’s about feelings and cultural connections. You’re not just delivering information; you’re creating an emotional bond. Think of it as writing a heartfelt letter to someone in a language they truly resonate with. 💖

2. Creative adaptation: staying true vs. letting your imagination soar 🎨

Marketing translation sticks to the script. It is a mix between translation and localization. You aim to ou aim to keep the content as close to the source as possible, focusing on linguistic accuracy. It’s like staying loyal to a recipe and ensuring it tastes the same, no matter where you cook it. 🍝

Transcreation, though, deals with recreating advertising materials from one culture to another. It gives you artistic freedom. You can change idioms, play with metaphors, and even overhaul the content structure if it helps convey the message more effectively in a new culture. It’s like taking a well-known painting and adding your own unique brush strokes. 🖌️

3. Skills: translation and cultural understanding vs. professional creativity

In marketing translation, the skills required are much closer to translation and cultural understanding itself than to a very deep marketing knowledge.

A transcreator, on the other hand, should be a highly creative professional with perfect language and marketing skills. They should be a mix of a translator, copywriter, and marketer.

4. Flexibility: sticking to the script vs. embracing change 🧩

In marketing translation, deviations from the source content are minimized. It’s about consistency and precision – like solving a puzzle and making sure every piece fits perfectly.

Transcreation encourages more flexibility and deviation. You’re not tied to the source text; you can rewrite, reword, and reformat to capture the hearts and minds of your target audience. It’s like taking a well-known story and giving it a plot twist that leaves everyone in awe. 📚

5. Target audience and intention: staying relevant vs. creating relatability 🎯

Marketing translation assumes that the source message is universally relevant. You’re essentially telling your audience, “This message works for you too!” It’s like extending an invitation to join a party that’s already going on. 🎉

Transcreation, however, acknowledges that what resonates in one culture might not in another. You’re essentially saying, “Let’s create something together that’s uniquely yours.” It’s like hosting a party with a theme that your guests adore. 🎈

6. Everyday vs. Out-of-the-Box 📋

In our translation world, marketing translation often involves tasks like translating user manuals, technical documents, and legal content – the everyday stuff. 📄

Transcreation, however, is where you get to shine with advertising slogans, brand names, and creative marketing campaigns. This is where you think outside the box and let your creativity flow like a river. 🌊

In the global village we live in today, understanding the difference between marketing translation and transcreation can be a game-changer. Marketing translation bridges languages, while transcreation builds cultural and emotional connections. 🌍

So, whether you’re staying true to the source or boldly exploring new horizons, you’re equipped to navigate the wonderful world of language adaptation. Happy translating and creating! 🚀

Sources:

• 5 differences between marketing translation and transcreation • Wordbee