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Transcreation for Healthcare

Transcreation for Healthcare

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Published by viaLanguage
To communicate effectively, written materials must be both culturally and linguistically appropriate for the audience. In some cases, transcreation is an effective way to do just that, ensuring that your message is culturally relevant and appropriate for your target audience. It also shows that you care about the needs of your patients, promoting equal access and good health for all of your patients.
To communicate effectively, written materials must be both culturally and linguistically appropriate for the audience. In some cases, transcreation is an effective way to do just that, ensuring that your message is culturally relevant and appropriate for your target audience. It also shows that you care about the needs of your patients, promoting equal access and good health for all of your patients.

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Published by: viaLanguage on Nov 03, 2009
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11/10/2010

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TRANSCREATION: THE NEXT STEP BEYOND TRANSLATION
A VIALANGUAGE WHITEPAPER
 
Copyright 2009© viaLanguage. All Rights Reserved.
Transcreation: The Next Step Beyond Traditional Translation
You are probably amiliar with the successul “Got Milk?” advertising campaign. Introduced in 1993, thepopular slogan has been a amiliar presence ever since. Yet ew likely know about the blunder made byone unsuspecting U.S. healthcare department when they tried launching the campaign within the U.S.Hispanic market. By translating the phrase “Got Milk?” into the Spanish “¿Tienes Leche?” they soonlearned that they were actually asking consumers “Are you lactating?”In addition to being embarrassing, communication gaes o this kind can have a real impact on yourreputation. In the healthcare industry, they can also be potentially dangerous. So you must be exactingwhen producing translated materials or your multilingual audiences. Anything less can be costly.The rst question to ask is whether you need to simply translate the materials, or i transcreation ismore appropriate. While everyone is surely amiliar with how translation works, transcreation might bea new term or some. Here’s a quick primer:
What Is Transcreation?
Transcreation is the process o taking content that has already been translated and adapting it to beculturally relevant or your audience. This entails recognizing not only the audience’s country o origin,but their region as well. For example, Western Armenian diers rom Eastern Armenian due to theproximity and infuence o Arabic- and Turkish-speaking communities. Or take the Hispanic populationin the U.S. Those living in the west are likely to be o Mexican or South American descent, whereasthose in the east typically have more Cuban and Puerto Rican infuences.By adapting the message to the specic culture to which you are communicating, transcreation allowsyou to reach the audience at an emotional and intellectual level, making the communication both moremeaningul and more eective.
Transcreation in Practice
To ensure that the content being worked with achieves a linguistic and cultural appropriateness, tran-screation usually means translators are granted greater creative license with the copy than is commonwith translation. They are encouraged to go beyond the words to ensure that the copy not only capturesthe intended message but also refects a deep understanding o the culture o the audience. Here’s anexample:
•
Original English Sentence: 
Our organization is here to help today’s seniors live healthully and with independence.
•
Translated Spanish Sentence 
Nuestra organización está presente para ayudar a los adultos mayores que están en nuestras vidaspara que puedan vivir la vida con la salud y con independencia elicidad.
•
Transcreated Spanish Sentence 
:Nuestra organización está presente para ayudar a los adultos mayores que están en nuestras vidaspara que puedan vivir la vida con la salud y elicidad.
•
English Translation of Transcreated Spanish Sentence: 
Our organization is here to help the seniors in our amilies live healthully and happily.As you can see, the linguist took greater creative license to adapt the copy to connect with the audienceon a cultural level. Sometimes this might be as simple as using regional vocabulary, taking a moreormal/inormal tone, or stressing some cultural touchstone.
 
Copyright 2009© viaLanguage. All Rights Reserved.
In the example, the translator understands the importance o the role played by amily andintergenerational ties in the Hispanic community. Having incorporated these elements, the copydiverges rom the ocus o the original but becomes in the process more culturally resonant, andultimately more meaningul or the audience.Working with the Health Plan o San Mateo, Cali., viaLanguage transcreated a weight-managementoutreach program targeted at the Latino youth population served by the plan. The results serve asproo that even word-nd puzzles and amiliar children’s melodies like “Baa Baa Black Sheep” and“Mary Had a Little Lamb” can be made more culturally meaningul.
Transcreation vs. Translation
Both translation and transcreation play an important role in your multilingual communications. Sohow do you determine which is the preerred approach with a given project? This important judgmentstarts with an assessment o the needs o your communications.In general, translation is the recommended strategy when the materials to be addressed must adhereto specic product or service requirements, such as with orms, guides, or other documents with littlecreative content. It is also typically the most cost-eective solution as it allows you to maximize yourtranslation memory savings.In addition to being more expensive than translation, transcreation is not always possible or all ethnicvariations. For example, rarely does one’s Spanish content budget stretch to account or the variouscultural dierences ound in, or example, the Hispanic communities in Florida, Caliornia, and NewMexico.Transcreation is also more infuenced by the style and skill o the copywriter and is typically chargedby the hour, not per word. Not all transcreationists are created equal, so it is important that you selectone whose experience and abilities are well suited to your needs.
TranslationTranscreation
Renders words and phrases in the targetlanguage. Eort is made to retain the exactmeaning, tone and literacy level o the sourcematerial unless specied otherwise. Takes aaithul approach.Re-writes or edits taking a creative license that mayresult in re-phrased wording and changes in a tone torender intended meaning. Takes into account actorslike the target audiences’ environment, liestyle,amily values, cultural health belies, olk medicinesand other practices that aect their connection to thecampaign. Less eort is made to adhere to originalword and sentence structure.Best or legal documents, EOB’s, ocial notices,reports, statistical inormation, etc.Best or marketing materials, organizationdescriptions, branding piecesPricing: Most oten charged on a per word basis,and it is possible to achieve 10-30% translationmemory savingsPricing: Most oten charged on a per hour basiswith a yield o zero to very low translation memorysavingsTalent: Proessional translator with 3-5 yearsexperienceTalent: Proessional copy writer who may alsotranslateRevision Cycles: Not included or rounds are inaddition to per word pricingRevision Cycles: Oten 1-2 rounds are included

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