T RAN S

CREA
TION
Art-
App

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 C O N T E N T S:
Objectives

Definition o f Transcreation

Concept of Transcreation

Transcreation Vs. Translation

Importance of Transcreation

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 OBJECTIVES :
In this topic, the students are expected to;

a. Define what is transcreation

b. Identify the purpose a n d

goal of transcreation

c. Differentiate translation from

transcreation

d. Know how transcreation works

e. Determine the importance of

transcreation

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 I N T R O D U C T I O N

In order to compete, marketers now have to

evaluate the cultural dimensions of their
target markets, understand the consumers’
attitudes, behaviour and beliefs and tailor
their marketing campaigns to create an
impact in these markets.

Therefore, in order to succeed in new markets

and appeal new customers, the use of
creative translations – Transcreation –
has become a
necessity. 04
WHAT
TRANSCREATION
IS
?
Transcreation is a fusion of the words "translation"
and "creation".

It describes copywriting content in a source text that

needs to be made coherent, relevant, etc. in a new
language.
Sometimes transcreation is also called "creative
translation."
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MOREOVER...
It means that the content translated isn't word for word.
However, it remains faithful to the heart of the original
text. This often means that adapting words, adding
idioms, and adjusting figures of speech is necessary to
the transcreation process.

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 ORIGIN OF
TRANSCREATION

In the 1960s and 1970s translators realized they needed to

tailor their content for other countries, considering cultural
mores today’s transcreation has moved on considerably. It’s
now a pivotal part of capturing consumers attention in foreign
markets.
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 It is a concept used in the field
of translation studies to
describe a process of adapting
a message from one language
to another.

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 CONCEPT OF
T R A N S C R E A T IO N

How can we say that a

message is successfully
transcreated?

If it evokes the same emotions and

carries the same implication in the target
language as it does in the source
09 language.
 Transcreation is understood as way of
creating across the ordinary to become
the best version of ourselves we
transcreate our experience in order to find
meaning of our existence.

In the art world, friends creations is a

fulfilling job. Transcreator are the Brains
behind the best
commercial or programs you see on
TV.
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E X A M P L E

MCDONALD'S " I'M LOVIN'

IT"
In China, it is inappropraite to
use the word "love" in their
country. Technically, they have
decided to transcreate it and
turns out
as " I like it".
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 When did transcreation
started?
It was first developed in the field of literary Emo
Language
translation and be gone to be adapted for the use in
tion
the global marketing and advertising in the early
21st century.
Culture
A transcreation professional is more than a simple
linguist naturally, they need to be excellent at that T
too and have creative writing or copywriting r n
an o
abilities. s c re a t i

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 3 T yp es
of
T ra n scre a tio n
TEXT TO MUSIC

TEXT TO DANCE

DANCE TO VISUAL ARTS

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 T ext
to
M u si
c
• in novel or poetry, one can generate music with emotional feeling.
• the music can express an emotional reaction to the words.
• action through words, followed by reaction through music.
• music are used to give life to the texts or words (music
text to composition generation).

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1
5

• Spoken
Poetry
• Joyce Kilmer's
poem
entitled
,
"Trees".
 Te x t t o

•
D an ce
it is using a dialogue or text to influence and enhance
dance performance.
• generally concerned with non-verbally bodily communication,
while literature is text based disembodied.
• according to Karin Barber,when words are uttered,it
captures a prominent instance in the performance.

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A S A P /S h o wt i m e
Performance
A S A P /S h o wt i m e
Performance

George Balanchirie
choreographed his own
“Midsummer Nights Dream”
which was originally
written by Shakespeare.

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 D an ce
to V isual
A rt s
• great majority of the evidence for dance occurred in Ancient
Greek which come from visual art.
•sculptures and paintings on pots represented dancers.
•like an event of dancing that has been adapted and being created
to into a visual art.

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Dancers on a pillar of a temple

Edgar Degas' painting
in Mount Abu, West India,
entitled, "Ballet of the
12th century.
Paris Opera".

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 COMPARE
A ND

CONTRA ST

W h a t is
their
difference?

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 TRA NSCREA TION
VS.

TRA NSLA TION

a. Transcreation refers to creatively translating
marketing materials, whereas translation has a
much broader meaning.

b. Translation is about producing an accurate and

idiomatic rendering of the original text.
Transcreation, on the other hand, involves
translating with more artistic licence.

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 TRANSCREATION
VS.

TRA NSLA TION

c.Tanslation is about producing an accurate
and idiomatic rendering of the original text.
Transcreation, on the other hand,
involves translating with more artistic
licence.
The translator has to stay true to the
original.
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 How T r a n s l a t i o n &
Transcreation
Works

• When working on a translation, the translator will replicate

the text given into the target language, without adding or
re- interpreting any part of it. Their mission is to deliver
a new document with perfect spelling and grammar and
the correct use of terminology within the context.

•With transcreation however, the professional will be

more creative, bolder and original. The process
goes beyond translation and includes attitudinal
customer research.

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 How T r a n s l a t i o n &
Transcreation
Works
A translation project starts with a source text whereas a
transcreation project will start with a creative brief from
the client in which they will provide all the information
they can about the creative concept and the kind of
response from the audience that they are looking for.

With transcreation, the end result is most of the times a

complete new message. Usually, the message that was
originally written for an audience in one country or
region will not resonate with other kind of audience.
Therefore, transcreation creates a new message, with
new words in the target language but keeping the
“spirit” of the source text. 25
 Importance
of
Tra n s c re a t i o n
Companies need ways to speak to
people. They need ways to relate to people
on a human level. Transcreation provides
an important way to engage audiences
from different countries by using the
precise terms for the specific cultures that
the audiences belong to.
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Transcreation makes it
possible to sell across
borders.

Transcreation is especially effective

when used in marketing, as it
enables brands to communicate the
same with consumers all over the
world in their native language and
preserve the marketing messages'
intended meaning.

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 TRANSCREATION
A N D IT S
GOAL

The main goal of transcreation is to

maintain the original context, style, intent,
and tone of the source texts when
translating it into the target language.

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E X A M P L E

KFC'S "FINGER LICKIN' GOOD"

In Mandarin, it translates
as "Eat your fingers off". By using a
transcreation approach, brand can
create a closer, more personal
relationship
to their consumers.

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E X A M P L E

RED BULL
The success of red Bull energy drinks
is a testament to the power of
marketing and advertising. When it
came time to expand into China, Red
Bull made several adjustments of its
original marketing
and didn't get lost in translation.

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 Transcreation is crucial for businesses
that need to transmit international
messages while keeping the original
meaning of their brand. Without the
right transcreation, any message can
be misunderstood and the valuable
opportunity to send it will be lost.

In the contemporary business world, there

is a race against time and we can’t afford
to lose it.
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 Q U E S T I O N S:
W h a t is the concept o f transcreation?

W h a t is the role of transcreation in the marketing

world?

How d o e s transcreation differs from translation ?

W h a t are the three kinds of transcreation?

W h y is transcreation important?

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 Thank You!
References:

Emma Brunner-Traut, Der Tanz in alten Ägyptischen nach bildlichen und inschriflichen
Zeugnissen (Glückstadt, Germany: J. J. Augustin, 1938).
Jonathan Van Lepp, "The Dance Scene of Watetkhethor." Unpublished (Los Angeles: University
of California at Los Angeles, 1987)
Hampson, Rick. "Shift in education priorities could topple poem 'Trees'" in USA Today' (May 6,
2013). Retrieved May 22, 2013. Language Reach (2016). Mollison, H. (2012). Ehlion Magazine.
Jones,
G. www.jublo.net, multi-languages.com

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Group
8
Gorez, Sarah
Jean Basco,
Remerio
Yandug, Laila
Mae Malaza,
Angel Oque,
Janeth Vivas,
Ljy Syme De
Leon, Sofhia
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