As almost everyone knows, translation consists of reading and understanding a text in the original language and then producing a text that has the same meaning in the target language. This requires certain skills to ensure that the translation is adequate, such as a wide knowledge of both languages, cultures and the relevant specialized area. The professional translator must be capable of creating a true translation whilst trying to avoid being too literal. All ideas found in the original text must appear similarly in the translation. It is important to keep the same structure and not to forget figures, dates, names, or sentences. In the same way, neither can they create a reinterpretation of the text or add information.
This way of working may be somewhat obvious, especially when referring to scientific, technical, economic, or legal texts, where faithfulness and precision are two of the most important aspects. What happens, however, with advertising or creative texts? For example, how do we adapt an advertising campaign launched in the United Kingdom to the Spanish market? In these cases, the concept of “transcreation” appears, a term that comes from a fusion of the words “translation” and “creation”. In Spanish they also refer to this as “traducción creativa” (creative translation).
To successfully create a quality transcreation, the idea must carry over correctly whilst maintaining the connection between the original text and the target text. This requires the translator to have wide linguistic and cultural knowledge. The requirements are similar to those needed for producing a good translation. So, how then do these two disciplines differ? Transcreation focuses more on the translation and adaptation of creative and advertising texts. This allows us to have more freedom to detach from the original text and create one with its own musicality with the aim of not only making it sound better in the target language but adapting it to the socio-cultural context in question. This type of text is not looking solely to inform or present information, the aim of a creative translation or transcreation is that the translated text will continue to convey the same emotions as the original.
Some well-known examples
A well-known example that perfectly illustrates this concept of transcreation can be found in the acclaimed series “The Simpsons”, in the catchphrase of one of the protagonists. In Spain, Bart Simpson would not be Bart Simpson without his famous “Multiplícate por cero” (multiply yourself by zero). Meanwhile, how does he say it in the original version? The expression used is “Eat my shorts”, a play on words in English that no one would get if translated literally into Spanish (“cómeme los calzones”). Here we see the skill of the translator in adapting a message meaning “get lost” or “beat it”. The translator has let their imagination run wild and has separated themselves from the text to create a translation in Spanish that sounds idiomatic and also respects the intended idea of the original. No Spanish person could imagine Bart telling Skinner to eat his shorts. The phrase would be linguistically correct but, as well as missing the humour, it would indicate a lack of cultural knowledge on the part of the translator.
Another example, this time taken from the advertising world, is the main slogan from the titan car manufacturer BMW. In German it states “Freude am Fahren”, literally meaning “the pleasure of driving” or to be even more literal, “happiness at the steering wheel”. These are understandable expressions when translated into Spanish and they are not incorrect, but they do not convey anything special to the consumer. In fact, in the advertising context, where they look to be direct, pragmatic and encouraging it can end up being too forced since it doesn’t create any sensations for those listening. The idea of adapting the phrase to create the well-known Spanish slogan “¿Te gusta conducir?” (do you like driving?) was a very wise choice, given that it is a much more engaging expression and arouses the audience’s interest and curiosity. The English translator opted for a closer translation to the original but with an added element for greater impact: “Sheer driving pleasure”. A job well done in transcreation or creative translation can end up exponentially increasing the popularity of a brand which, generally, translates into (pun intended) an increase in sales.
Conclusions
If you are thinking of increasing your brand presence in other countries and you need to translate your advertising campaign, you must go to professional translators who offer transcreation as a service and who have an in-depth knowledge of the target language culture. This way, you will achieve a text with rhythm that conveys the desired ideas and with luck, will remain eye-catching for thousands of consumers.
What about you? Do you have more examples of transcreation? Do you know of any case where creative translation didn’t work out? Do you know of any advertising campaign that translated an expression too literally?
We have taken the opportunity to leave you some additional reading, on the very subject of the work of professionals in charge of the Spanish translation and dubbing of “The Simpsons”: The secrets behind the award-winning dubbing of ‘The Simpsons’
Enjoy!
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