week 3 The art of transcreatioеееееееееееееееееееееееееееееn.pptx

еееееееееееееееееееееееееееее

1. The art of transcreation

2. Transcreation Transcreation is exactly what it sounds like: it's  a mix of translation, creation, and copywriting . You take an existing piece of content and transform it into something that conveys the same message, but is culturally more relevant to the target market. 2

3. Think of it like creative translation.

4. Often, copywriters and translators work together on transcreation projects to evoke the right emotions while maintaining a strong brand message. Transcreation requires a very close feedback loop and  communication  between the transcreator and the product owner or marketing team, because the transcreation requires understanding of the brand guidelines and the goals of a particular campaign.

5. Transcreation vs. translation: what is the difference? 5

6. Transcreation vs localization: what’s the difference? Transcreation is a creative process that involves recreating content in a new language while maintaining its original meaning, style, and tone where as localization is a more technical process that involves adapting content to suit the linguistic and cultural preferences of a specific region or market, for example, using the correct date formats for that region. 6

7. when should you resort to transcreation? Translation is helpful when you’re translating less creative content, that requires precise and accurate rendering of the source. It could be knowledgebase articles, your legal documentation, product content, etc. However, if you’re looking to communicate anything more creative like web banners, slogans, email campaigns or content that has a big business impact (like a landing page or social media graphics), consider using transcreation . Headlines, taglines, in-app dialogue, alerts, LinkedIn posts, slogans are all perfect candidates for transcreation because, you should consider that the process of crafting a loaded, multiple layer copy in the target languages would require at least as much effort you have invested in creating your original copy. Transcreation is often most frequently in the following industries: Advertising and marketing Consumer goods Video games Literature Film and television 7

8. Coca-Cola – “Taste the Feeling” A literal translation like " Вкус ощути " or " Ощути чувство " would sound unnatural and wouldn’t convey the emotional aspect of enjoying the drink. ` The English phrase appeals to the sensory experience and the moment of enjoyment. Transcreation -The Russian version " Почувствуй вкус " retains the focu ( s on the emotional experience of taste, making it more natural and emotionally appealing to Russian consumers. 8 Original version : " Taste the Feeling " Russian translation : "Почувствуй вкус“ - Feel the Taste“ Why a literal translation wouldn’t work?

9. 9 Literal k azakh translation «Сезімді татып көр» Unnatural, awkward structure. Transcreated version «Сезімді сезін» or «Дәмін сез» (Focuses on emotional experience and taste; natural and appealing.)

10. MasterCard – "There are some things money can’t buy. For everything else, there’s MasterCard." Literal translation « Ақша сатып ала алмайтын нәрселер бар. Қалғанының бәрі үшін – MasterCard.» (Too literal and long-winded.) Transcreated version « Кей нәрселердің құны жоқ . Қалғаны – MasterCard- пен!» 10

11. McDonald’s “I’m Lovin’ It” A literal translation like "Я люблю это" would sound too direct and lack the casual, light-hearted nature of the slogan. In English, the phrase is conversational and emotional, but it requires a different approach in Russian. Transcreation : " Вот что я люблю " keeps the conversational and emotional tone of the original, making the phrase feel more natural and relatable to Russian consumers, while conveying the same positive emotion. 11 Russian translation " Вот что я люблю" (" That’s What I Love") Why a literal translation wouldn’t work ?

12. Adidas – "Impossible is Nothing" Literal translation « Мүмкін еместік – ештеңе » ( Confusing and unnatural in Kazakh.) Transcreated version « Мүмкін емес нәрсе жоқ !» or « Шектеу – жоқ !» ( Positive and strong message.) 12

13. L’Oréal – “Because You’re Worth It” A literal translation like " Потому что ты этого стоишь " might sound too blunt and lack emotional depth, especially for Russian audiences, where expressions of emotion often require more nuance. Transcreation : " Ведь ты этого достойна " adds a touch of confidence and self-respect, maintaining the motivational and emotional undertone of the original, which is important for brand loyalty among Russian women. 13

14. Case Study Chevrolet Nova in the Russian Market 14 While the Chevrolet Nova case is often mentioned in relation to Spanish-speaking countries ("Nova" sounding like "No va " in Spanish, meaning "it doesn't go "), another interesting cultural misinterpretation occurred in Russia, demonstrating the challenges of marketing when dealing with language differences .

15. What Went Wrong? 15 When Chevrolet attempted to introduce its Nova model into the Russian market, the car’s name caused confusion and some negative reactions because "Nova" was interpreted in Russian as " Нова " which sounds similar to " новая " (meaning "new"). While this might seem positive at first glance. the problem arose because "Nova" didn’t clearly communicate anything substantial about the car or its capabilities. In fact, the name seemed vague and lacked emotional or practical appeal to Russian consumers. Furthermore, "Nova" didn’t hold the same associations for Russian speakers as it did for English speakers. The term "new" in marketing in Russia didn’t translate into excitement or innovation without further clarification. Consumers were left puzzled as to why a car would be marketed with such an abstract or generic name.

16. 16 Why the misinterpretation happened: Failure to localize the brand : The term "Nova" might have worked well in North American markets, but it didn’t hold any significant meaning in Russian. It failed to evoke any emotional response or convey the car's intended value. No cultural adaptation : Russian consumers tend to favor car names that suggest power, performance, or luxury. Words like "Lada," "Volga," and " Niva " (all of which have strong cultural associations) had set a precedent. "Nova," by contrast, felt uninspiring and meaningless, especially without any further cultural context to guide the consumer.

17. 17 How it could have been avoided: Transcreation : Instead of a direct transfer of the name “Nova” into Russian, Chevrolet could have used transcreation to create a name or slogan that aligned with the values and preferences of Russian consumers. Cultural consultation : Consulting local marketing experts would have helped Chevrolet understand that "Nova" lacked the cultural resonance needed to succeed in Russia. They could have suggested a more suitable name, possibly rooted in Russian language or car-naming traditions that carry strong connotations of reliability or innovation. Brand messaging localization : Chevrolet could have accompanied the name with a localized marketing campaign that provided clear messaging about the car’s benefits, particularly emphasizing its newness, reliability, and performance for Russian consumers. A stronger brand narrative could have helped overcome the confusion surrounding the name.

18. Colgate – "Mouthwash That Removes Bacteria" 18 What happened Colgate launched a mouthwash in Russia with a slogan intended to emphasize the product’s antibacterial properties. The original English slogan promoted it as removing bacteria from the mouth, but in the Russian translation, " Удаляет все бактерии изо рта " ("removes all bacteria from the mouth"), created confusion. It made consumers believe the product eliminated all bacteria, including the beneficial ones, which could harm oral health.

19. 19 Why the misinterpretation happened? The translation was too literal and scientific, without understanding the implications. In Russian, saying "all bacteria" suggests a complete sterilization, which could make the product seem unsafe or unhealthy. How it could have been avoided? Transcreation focusing on maintaining oral hygiene without removing all bacteria would have been more effective. A better phrase could have been " Защищает от вредных бактерий " ("Protects against harmful bacteria"), which would communicate the right message while still sounding safe. Colgate could have used scientific consultation or local feedback to refine the message and avoid misleading consumers.

20. Choose 3-5 international marketing campaigns that have been adapted for different countries. Ensure that you have examples that include brochures, advertisements, or slogans. Some possible examples include: McDonald’s global menu adaptations Pepsi’s “Pepsi Generation” campaign Heineken – “Open Your World” Old Spice – “The Man Your Man Could Smell Like” Lays – “ Betcha Can’t Eat Just One” 20 Focus on elements like language, cultural sensitivity, and whether the message’s intent and effect have been preserved across different languages.

21. Assignment Translate an advertisement for a product from the source language to a target language. Pay special attention to the cultural nuances, and ensure the tone, message, and call-to-action are appropriate for the target audience.

22. movie translation Translation problem occurs in cases where the translator needs to gain the necessary knowledge of the language and, therefore, cannot see the hidden meaning in the film's title since, for example, it is part of a proverb or a catchphrase. A native speaker of the original language will understand this meaning without further explanation, but the translator misses this fact, making the Russian version incomprehensible to the viewer. 22

23. Michael Moore's films "Fahrenheit 9/11", which domestic translators translated as « Фаренгейт 9/11» 23 The title of the film contains a reference to the novel by American science fiction writer Ray Bradbury «451 градус по Фаренгейту » ("Fahrenheit 451"). The director ironically, using this kind of reference, draws an analogy between real events and the dystopian world of the writer, in which citizens are under the total control of the state. Due to the incorrect translation, the connection between the plot and the title remained a mystery. A Russian translation of Fahrenheit 9/11 would be more organic and understandable.

24. Watching movies in the original helps a lot in learning a foreign language. Sometimes the title of a movie is the same as an idiom, which is valuable for vocabulary building. Moreover, in some cases, movie titles become new idioms. 24 Let us start with the nearly Oscar-winning «La La Land». It is the name of Los Angeles, as well as a too-dreamy person prone to fantasizing. Orange Is the New Black. The title of this series has been translated as « Оранжевый — хит сезона ». Indeed, "new black" is an idiom meaning the most fashionable or popular colour at the moment.

25. 25 3. Silver Linings Playbook. The idiom silver lining means optimism. Every cloud has a silver lining - native English speakers reassure themselves, implying that there is something good in every bad situation. However, the Russian translators decided not to mention the optimism in the film's title, and we know it as « Мой парень – псих » The title is a way to allow the viewer to orient at a glance whether the film should be watched. Based on this, the title should be characterized by the accuracy of expressing the meaning of the film, that is, the clarity and simplicity of the form - it should be understandable to any reader. To attract the audience's attention, any film title should be easily perceived and read without difficulty.

26. 26 The header simultaneously performs the following functions: 1. signal (attracts the reader's attention); 2. informative (gives an idea of the meaning of the film); 3. substantive (conveys the central theme or idea) - determines the connection of the title with the entire content of the film; 4. thematizing (title - the main character or group of people; an event that is the centre of the action; time or place of action). 5. Emotional (sets the audience to a certain emotional tone).

27. 27 Direct translation, tracing, transliteration (reproduction by letters) and transcription (reproduction by sounds) of proper names or literal translation (exact); English-language movie titles into Russian. Transformation of the name, addition, omission or literary translation (paraphrase). Transformation - transformations with the help of which it is possible to carry out the transition from original units to translation units, i.e. add, omit and replace words in the title. When using this strategy, many film titles are translated by expanding information by replacing or adding lexical elements, and entering the keywords of the film compensates for the semantic or genre insufficiency of the literal translation in the title. It also reflects the promotional function of movie titles The classification of types of translation can ultimately be reduced to three main ones:

28. Along with the addition, the omission technique can also be used. (Saw – Пила : Игра на выживание , Interstate 60: Episodes of the Road – Трасса 60 , American Gangster – Гангстер ). An adequate (literary) translation is considered equivalent to the original. An adequate translation is a reproduction of the content and form of the original using another language, for example, «Die another day» - « Умри , но не сейчас ». Thus, using a small paraphrase, the translators achieved the euphony of the name. 28

29. 29 3. Replacement of movie titles or free translation. Despite the main requirements that the translator faces - the preservation of semantic-structural equality and equal communicative and functional properties - there are quite a lot of cases of changing the titles of films during translation (The Fast and the Furious – Форсаж , The Switch – Больше чем друг , Just Go with it – Притворись моей женой ). Free translation is of the most significant interest when translating films. It is interesting in that in many cases, it differs from the original, for example, «The longest yard» ( букв . Самый длинный ярд ) – « Все или ничего », «The Cinderella Man» was translated as « Нокдаун ».

30. Furthermore, the past of the poor man was the reason for the appearance of his original nickname –Cinderella. However, Russian translators could not put the word Золушка in the masculine form ( Золушкин , Золушкамен ); therefore, they had to abandon the translation altogether and find a contextual replacement – « Нокдаун », «Lost» — « Остаться в живых », «Dark Kingdom: The Dragon King» – « Кольцо Нибелунгов » 30

31. THANK YOU