Transcreation vs Translation

When adapting an advertising campaign to another country and language, you need to be careful because you must consider the different cultural beliefs. What for us can be completely understandable, for another country with another culture could be confusing or even insulting.

‌Translating is not enough. When translating you risk causing confusion, the same words could have different meanings and can be used for different reasons, what you write could seem awkward and with not much sense. So, transcreation is fundamental if you want to translate the meaning and theme but giving it sense in that language, instead of just translating word for word. In a few words, keep the context and meaning but adapt it.

‌This doesn’t apply only to words but also to images, you always need to consider the culture you’re trying to reach.

‌Example:

‌Proctor & Gamble launched Pampers nappies in Japan and utilized the typical image of a stork carrying the baby in its beak, which is completely understandable for western customers. This wasn’t so obvious for Japanese customers because in their culture they believe that children are born from plants, so the image didn’t make sense to them.

Also, Japanese consumers are used to much more information about a product when buying it online, so this minimalistic design didn’t resonate with them.

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