Fact-checked by Grok 2 weeks ago

Transcreation

Transcreation is a creative adaptation process in translation studies that combines linguistic transfer with cultural reinterpretation to produce content equivalent in impact to the source material for a target audience.^[1] It emphasizes maintaining the original message's style, tone, emotions, and purpose while allowing significant deviations from literal translation to achieve cultural relevance and effectiveness.^[1] Unlike standard translation, transcreation prioritizes the "fitness for purpose" of the output, often involving copywriting techniques to evoke the same response in diverse linguistic and cultural settings.^[2] The term "transcreation" emerged in the 1970s, coined by Indian translator Purushottam Lal to describe his approach to rendering Sanskrit literature into English, drawing on earlier concepts like Haroldo de Campos's notion of "transcreation" in poetry translation inspired by the 1928 Anthropophagic Manifesto.^[1] Over the decades, it gained traction in professional language services, particularly after the 2000s, and was formally recognized in industry standards such as ISO 17100 for translation services.^[1] Scholarly interest has surged since 2015, with research spanning translation theory, communication studies, and applied fields, highlighting its transdisciplinary nature.^[1] In practice, transcreation is widely applied in marketing and advertising to localize campaigns, slogans, and websites, ensuring they persuade and engage consumers across cultures without losing brand essence.^[2] It is also employed in health communication to adapt educational materials, such as cancer prevention interventions, by incorporating cultural values like familism to boost engagement and outcomes among diverse populations.^[3] Other contexts include literary and poetic works, where preserving authorial voice through intersemiotic adaptation is key.^[1] Professionals in transcreation require expertise in both translation and creative writing, along with deep cultural knowledge and client consultation skills to balance fidelity and innovation.^[2]

Definition and History

Definition

Transcreation is a specialized form of content adaptation that combines elements of translation and creative rewriting, focusing on the recreation of source material to evoke the same emotional, stylistic, and contextual impact in the target language and culture rather than achieving literal equivalence.^[1] This process involves reinterpreting the original message to ensure it resonates appropriately with the intended audience, preserving intent, tone, and persuasive elements while adapting to cultural nuances.^[1] The term "transcreation," a fusion of "translation" and "creation," was first used by Indian translator Purushottama Lal in 1957 to describe his English adaptations of Sanskrit literature, building on earlier concepts from Brazilian poet Haroldo de Campos's poetics of translation inspired by Oswald de Andrade's 1928 Manifesto Antropófago.^[1] It emerged initially in literary contexts, particularly poetry, where translators sought to reinvent texts beyond direct semantic transfer.^[1] At its core, transcreation prioritizes the target audience's response by permitting additions, omissions, or modifications to culturally sensitive elements such as idioms, humor, or references, ensuring the content feels native and effective.^[1] This approach emphasizes evoking equivalent psychological or persuasive effects, making it particularly suited for materials where emotional engagement or cultural fitness is paramount.^[1]

Historical Origins

The roots of transcreation trace back to mid-20th-century literary translation theory, particularly through the work of linguist Eugene Nida, who in 1964 introduced the concept of dynamic equivalence as an approach prioritizing the receptor's response and cultural relevance over literal fidelity in Bible translations.^[4] This principle laid foundational groundwork for creative adaptation in translation, influencing subsequent practices that emphasized naturalness and emotional impact in target cultures.^[5] In parallel, Haroldo de Campos developed the concept in the 1950s-1960s through his work on concrete poetry and the adaptation of Oswald de Andrade's 1928 Anthropophagic Manifesto to advocate for translation as a cannibalistic reinvention of texts, blending source and target cultures poetically.^[1] Indian translator Purushottama Lal introduced the term in 1957 for his English renditions of Sanskrit literature, including plays and epics, framing transcreation as a transformative creative process beyond mere equivalence.^[1] Postcolonial literature adaptations in the late 20th century amplified transcreation's role, as seen in Urdu author Qurratulain Hyder's self-described "transcreations" of her novels into English, such as River of Fire (1998) from Āg ka daryā (1959), which reimagined historical narratives spanning ancient India to Partition (1947) while critiquing colonial legacies.^[6] This practice reflected broader influences from postcolonial theory, where translation served as a tool for cultural resistance and hybridity amid decolonization. The 1990s and 2000s marked transcreation's emergence as a distinct discipline, driven by globalization and the demands of international publishing, where culturally adaptive content became essential for reaching diverse audiences without losing artistic intent.^[1] In the early 21st century, transcreation adapted to global marketing, with formalization in advertising agencies around 2005–2010 as multinational brands required localized campaigns that preserved brand essence across cultures, spurred by the rise of digital globalization.^[7] The first academic publication on transcreation appeared in 1995, but its commercial traction grew with the expansion of language service providers emphasizing creative adaptation over literal translation.^[1] By the 2020s, transcreation integrated with digital media—such as social campaigns and multimedia content—while retaining a human-centric focus on creativity, even as AI translation tools proliferated, underscoring the irreplaceable need for cultural nuance in an era of automated localization.^[8]^[9]

Distinctions from Translation

Core Conceptual Differences

Transcreation fundamentally diverges from standard translation in its core objectives, with translation emphasizing linguistic fidelity and word-for-word accuracy to preserve the semantic content of the source text.^[1] In contrast, transcreation prioritizes emotional and cultural equivalence, aiming to recreate the source material's intended impact, tone, and resonance within the target audience's context rather than adhering strictly to literal meanings.^[1] This shift allows transcreators to adapt content so that it evokes a comparable emotional response, ensuring the message feels native and engaging rather than foreign or awkward.^[10] A key structural difference lies in how the source material is treated: translation views the source text as a fixed input that must be faithfully rendered, maintaining its original structure and information as closely as possible.^[1] Transcreation, however, employs a flexible creative brief as a guiding framework, which outlines the intended purpose, target audience, and emotional goals, permitting significant deviations from the source to achieve these aims.^[10] This brief serves as the primary reference point, enabling transcreators to reinterpret and rebuild the content around the core intent rather than being bound by the exact wording or format of the original.^[10] The role of creativity further underscores this contrast, as translators typically maintain the source text's structure, syntax, and logical flow to ensure equivalence in meaning.^[1] Transcreators, by comparison, rewrite freely to match the equivalent impact, often reimagining elements like metaphors, humor, or slogans to suit cultural norms while preserving the overall effect.^[1] For instance, a slogan's punchy rhythm might be altered in transcreation to capture the same persuasive force in a new linguistic and cultural milieu, prioritizing audience connection over structural preservation.^[1] Transcreation uniquely permits cultural substitution, replacing source-specific references with local equivalents to prevent audience alienation and enhance relevance.^[11] Unlike translation, which might retain or explain such references to uphold fidelity, transcreation substitutes them—such as swapping a domestic idiom with a familiar target-culture counterpart—to achieve an "equivalence of effect" and facilitate seamless comprehension.^[11] This approach ensures the adapted content integrates naturally, avoiding the disconnect that literal transfers can cause in cross-cultural contexts.^[11]

Practical and Methodological Variations

Transcreation diverges from translation in its execution by demanding greater resource investment, primarily due to the iterative creative processes involved in adapting content for cultural resonance. Unlike translation, which typically follows a linear linguistic transfer, transcreation incorporates multiple rounds of revision to ensure the target material evokes equivalent emotional or persuasive impact, often extending project timelines and increasing costs. According to industry analyses, transcreation projects can require substantially more time and financial outlay than standard translation, as they prioritize creative adaptation over direct equivalence.^[12]^[13] Evaluation methods further highlight these methodological variations, with translation relying on accuracy metrics such as fidelity to the source text and linguistic precision, often verified through proofreading or back-translation against the original. In contrast, transcreation assesses success through indicators of audience engagement and cultural appropriateness, including client reviews of alternative creative options and measures of intended impact like emotional response or persuasive effectiveness. This shift emphasizes outcomes that align with target market norms rather than verbatim correspondence.^[13]^[12] Team dynamics also differ markedly, as translators often operate independently, focusing on language proficiency to produce a faithful rendition. Transcreation, however, typically involves collaborative efforts among multilingual specialists who blend roles as translators, copywriters, marketers, and cultural consultants, ensuring the adapted content integrates local idioms, humor, or references effectively. This multidisciplinary approach, where transcreators are described as equally part translator, copywriter, cultural expert, and marketer, fosters a holistic recreation tailored to audience expectations.^[13]^[14]^[12] A key practical distinction lies in output structure, where translation preserves the source material's length and format to maintain informational integrity. Transcreation, by design, may expand or condense the content to conform to cultural conventions, such as accommodating idiomatic expressions that require more or fewer words for natural flow, thereby enhancing readability and appeal in the target locale. This flexibility underscores transcreation's commitment to conceptual fidelity over literal preservation.^[13]^[12]

Purposes and Applications

In Marketing and Advertising

Transcreation plays a central role in marketing and advertising by adapting slogans, advertisements, and entire campaigns to align with cultural nuances, ensuring messages resonate emotionally and avoid unintended misinterpretations such as culturally insensitive humor or tone-deaf phrasing.^[15] This process goes beyond literal translation to recreate content that evokes the same impact as the original, fostering deeper connections with diverse audiences and safeguarding brand reputation in global markets.^[16] The strategic value of transcreation lies in its ability to enhance brand loyalty and drive sales through localized emotional appeal, with industry surveys showing that culturally adapted campaigns achieve higher customer engagement and improved conversion rates compared to non-adapted ones.^[17] (citing CSA Research, 2020) Moreover, 66.3% of enterprises now view localization efforts, including transcreation, as key opportunities for market growth and revenue expansion in new regions.^[16] By prioritizing emotional resonance over word-for-word accuracy, transcreation helps global brands prevent costly blunders, such as the infamous mistranslation of KFC's "Finger Lickin' Good" slogan into "Eat Your Fingers Off" in Chinese, which could have alienated consumers without creative adaptation.^[18] In practice, transcreation is applied to website localization, where textual and visual elements are reworked to match local idioms and aesthetics; social media posts, tailored for platform-specific cultural trends; and product packaging, integrating recreated visuals and copy to appeal to regional tastes.^[19] As of 2025, transcreation demand is surging for AI-generated content and short-form video ads, where human oversight ensures cultural relevance amid automation, fueled by the rapid expansion of global e-commerce, projected to reach $8.1 trillion in sales by 2026.^[16] This trend underscores transcreation's evolution into a profit-driven tool for hyper-personalized, cross-border strategies.^[20]

In Literature and Other Creative Media

Transcreation plays a pivotal role in adapting literary works, films, and interactive media to ensure cultural resonance and immersive experiences for target audiences. In novels, it involves recreating narratives and cultural motifs to align with local sensibilities, as seen in the Polish transcreations of Tove Jansson's Moomin series, where proper names like "Mumintrollet" were adapted with dual linguistic layers to evoke familiarity while preserving the whimsical Nordic essence.^[21] Similarly, in films, transcreation reworks dialogue to maintain emotional impact, such as in the dubbing of Young Frankenstein, where the idiom "You bet your boots" was transformed into "Ci puoi scommettere le mutandine" to sustain humor through culturally equivalent slang.^[22] This approach extends to video games, where quest dialogues are creatively localized; for instance, in Final Fantasy, the Japanese katana name "kachōfūgetsu" (evoking poetic transience) was transcreated as "Painkiller" in English versions to fit Western gaming tropes and enhance player engagement.^[23] A key challenge in literary transcreation lies in preserving the author's voice amid cultural sensitivities or censorship, particularly in international book deals. Translators must navigate restrictions that alter content, as in Ezra Vogel's Deng Xiaoping and the Transformation of China, where the Chinese edition omitted sensitive scenes like Deng's emotional reactions to political events to comply with state censors, yet retained core historical narrative for a vast readership of over 650,000 copies.^[24] In children's literature, such as Polish adaptations of Lewis Carroll's Alice's Adventures in Wonderland, transcreators balance nonsense elements like the "Jabberwocky" poem with local idioms, ensuring the author's playful tone endures without diluting surreal motifs, though taboos around slang or identity can weaken expressiveness if overly sanitized.^[21] This preservation adds artistic value by fostering authentic cross-cultural connections, turning potential losses into opportunities for nuanced reinterpretation. In audiovisual media, transcreation specifically refines subtitles and dubbing to match natural speech patterns, adjusting pacing and idioms for seamless viewer immersion. For subtitling, constrained by space and timing, transcreators replace culture-specific references—like "Highpoint Building" in a film becoming "Highgate" for Russian audiences—to evoke equivalent associations while fitting within 72-character limits and preserving rhythmic flow.^[25] Dubbing employs similar techniques, synchronizing lip movements and pauses; in Italian versions of Blackboard Jungle, dialogue units were rephrased to ensure idiomatic naturalness and visual and auditory harmony.^[22] Beyond film, this extends to theater scripts for global tours, where co-transcreation of Yasmina Reza's On Arthur Schopenhauer's Sledge involved iterative adaptations of philosophical monologues to heighten performability, blending humor and mood for English-speaking stages while honoring the original's abstract voice. Transcreation is also employed in health communication to adapt educational materials, such as cancer prevention interventions, by incorporating cultural values like familism to boost engagement and outcomes among diverse populations.^[3]

Transcreation Process

Key Steps Involved

The transcreation process follows a structured, iterative workflow designed to adapt source content creatively while preserving its intended emotional and cultural impact in the target locale. This sequence emphasizes collaboration between creators, clients, and cultural experts to ensure the final output resonates equivalently with the audience. Unlike translation's more linear approach, transcreation often involves multiple rounds (typically 3-5) of approval to refine cultural fit and effectiveness.^[27]^[28] The first step involves developing a creative brief that outlines the project's goals, target audience demographics, desired tone and style, and core messages from the source material. This document serves as a foundational guide, specifying constraints such as brand voice and cultural sensitivities to direct the adaptation. It is typically prepared by the client or project manager in consultation with transcreators, ensuring alignment on objectives before creative work begins.^[29]^[30] Next, the source material undergoes thorough analysis to identify cultural elements requiring adaptation, such as idioms, humor, references, or visual motifs that may not translate directly. Transcreators pinpoint the emotional core—the underlying intent, feelings, or persuasive elements—that must be evoked in the target context. This phase often includes market research to uncover local nuances, avoiding assumptions and ensuring adaptations enhance rather than dilute the original impact.^[1]^[31] Following analysis, transcreators produce an initial draft that takes creative liberties to recreate the content, potentially restructuring narratives, substituting metaphors, or inventing new expressions while staying true to the brief's key messages. This draft is then subjected to revisions based on client feedback, incorporating iterations to refine tone, flow, and cultural relevance. Multiple versions may be generated to explore options, with rationale provided for choices to facilitate informed adjustments.^[29]^[28] The final step entails testing the adapted content with members of the target audience to gauge resonance, emotional response, and overall effectiveness. Feedback from focus groups or surveys informs further iterations until the transcreated version achieves functional equivalence to the source—evoking similar reactions without literal fidelity. This validation ensures the output performs as intended in real-world contexts before deployment.^[31]^[30]

Tools, Techniques, and Best Practices

Transcreation relies on specialized techniques to ensure cultural relevance and creative fidelity. Cultural research forms a foundational technique, often involving immersion in the target market or consultations with local experts to uncover nuances, values, and taboos that could affect content reception.^[32]^[33] For instance, transcreators may analyze consumer behaviors and historical contexts to adapt messaging, preventing errors like the unintended connotations in product names across cultures.^[32] Brainstorming sessions represent another key technique, where teams generate alternative phrasings and concepts through collaborative ideation, guided by creative briefs that outline emotional goals and brand tone.^[32]^[33] Tools supporting transcreation include computer-assisted translation (CAT) software adapted for creative workflows, such as platforms with customizable glossaries to maintain brand consistency while allowing flexibility for adaptations. Examples include Smartcat's AI-powered editor, which learns specific brand voices for initial adaptations, and Lokalise's system, which integrates comments and chat features for iterative refinements.^[33]^[32] Collaboration platforms like Slack facilitate real-time team input, enabling transcreators, marketers, and stakeholders to share feedback and align on cultural fits during the process.^[34]^[33] Best practices emphasize structured documentation and review to uphold quality and ethics. Maintaining source intent logs, often via creative briefs, ensures adaptations preserve the original emotional impact without literal adherence.^[32] Post-project debriefs, including A/B testing and focus groups, help evaluate effectiveness and refine future approaches.^[33] Ethical considerations guide adaptations to avoid stereotypes or cultural insensitivities, prioritizing respect for diverse audiences through sensitivity checks.^[32]^[33] As of 2025, a prominent trend in transcreation involves hybrid AI workflows, where neural machine translation tools like DeepL generate initial drafts for ideation, followed by mandatory human oversight to infuse nuance and cultural accuracy.^[35] This approach leverages large language models for speed while relying on experts for validation, ensuring authentic resonance in global communications.^[35]

Examples and Case Studies

Marketing and Advertising Instances

A notable case study in transcreation involves KFC's expansion into China, where the iconic slogan "Finger Lickin' Good" was initially rendered literally as "Eat Your Fingers Off" in Mandarin, creating an unintended humorous effect that aligned with local tastes for bold, playful advertising rather than a direct endorsement of the product. This adaptation, though stemming from an early translation oversight, contributed to memorable brand positioning amid broader localization efforts, such as introducing rice congee and egg tarts to suit Chinese palates. By 2017, these strategies propelled KFC to generate nearly $5 billion in annual revenue in China, operating over 5,200 stores—the largest market for the brand globally—and capturing a dominant share of the fast-food sector.^[36]^[37] Nike provides another illustrative example of transcreation tailored to cultural nuances. The globally resonant slogan "Just Do It," which conveys individual empowerment and direct action, was adapted in Japan to "やってみよう" (Yatte miyou), translating to "Let's Try It," to better resonate with Japanese values emphasizing collective harmony, perseverance, and incremental effort over aggressive imperatives. This softer, motivational phrasing avoided potential perceptions of abrasiveness in a collectivist society, enabling the campaign to foster emotional connections with consumers. Nike's culturally attuned approach in Japan has supported sustained market growth, with the brand achieving significant penetration in athletic apparel through localized storytelling and endorsements.^[38] In the 2010s, Coca-Cola's advertising campaigns exemplified transcreation by adapting festive themes to local traditions, ensuring emotional relevance across diverse markets. For instance, in the Middle East, Ramadan campaigns integrated iftar gatherings to promote togetherness and joy, while in India, Diwali ads aligned with celebrations through visuals of family lightings and shared bottles, partnering with local charities for community events. Meanwhile, the core "Holidays Are Coming" Christmas narrative featured illuminated trucks symbolizing joy in Western contexts and was localized accordingly in other markets. These tailored executions maintained the brand's universal message of togetherness while boosting cultural affinity, with surveys indicating 29% of global audiences associating the ads with nostalgia and warmth, contributing to Coca-Cola's leading 43.7% share of the carbonated soft drink market.^[39]^[40]^[41]^[42]^[43] Quantifiable outcomes from such transcreation efforts underscore their commercial impact. In regions employing adaptive strategies like those above, brands often see enhanced performance compared to literal translations; for example, localized campaigns have been linked to double-digit growth in transcreation services overall, with successful implementations driving over 50% of annual revenue for global firms through improved engagement and conversion rates. KFC's China operations, post-adaptation, reported 9% system-wide sales growth in 2017, while Coca-Cola's holiday integrations correlated with sustained market dominance and increased brand loyalty metrics.^[44]^[45]^[46]

Literary and Media Adaptations

Transcreation in literary works often involves creative adaptations that go beyond literal translation to convey the emotional and cultural essence of the original text to a new audience. A prominent case study is Gregory Rabassa's English translation of Gabriel García Márquez's One Hundred Years of Solitude (1967), where he altered elements of magical realism to enhance comprehension for Anglo-American readers. For instance, Rabassa chose "remember" over "recall" in the opening sentence to evoke a deeper, more evocative memory, and used "discover" for the Spanish "conocer" to capture the sense of a novel experience with ice, preserving the surreal tone while making it accessible without diluting the Latin American cultural nuances.^[47] García Márquez himself praised this version, stating it surpassed the original in impact, highlighting how such adaptations bridged cultural gaps in portraying the Buendía family's multi-generational saga in the fictional town of Macondo.^[48] In video games, transcreation manifests through the recreation of dialogues and lore to align with the target audience's cultural context, as seen in Nintendo's The Legend of Zelda series. Localizers adapted Japanese folklore-inspired elements, such as Shinto mythology influences in character backstories and environmental lore, by rephrasing dialogues to draw parallels with Western fairy tales and myths, ensuring players in regions like North America could engage with the narrative's epic quest without cultural alienation. For example, explanations of ancient legends and item descriptions were modified to emphasize universal heroic archetypes, blending the original's Eastern spiritual undertones with familiar Western adventure tropes to maintain immersion and emotional resonance.^[49] This approach not only preserved the series' sense of wonder but also amplified its global appeal across installments from the 1986 original to modern entries.^[50] A specific instance of transcreation in film dubbing appears in the international versions of The Simpsons, where pop culture jokes are adapted to local references to achieve equivalent humor. Translators replace American-specific allusions, such as references to U.S. celebrities or historical events, with equivalents from the target culture— for example, substituting a joke about a Hollywood star with one involving a local icon in European dubs— to ensure comedic timing and relevance without losing the satirical edge.^[51] This strategy, often involving creative rewriting during dubbing sessions, balances fidelity to the original script's wit while culturally tailoring the content for audiences in over 60 countries.^[52] Challenges in balancing fidelity and adaptation are evident in 2020s streaming adaptations of international series like Squid Game (2021), where subtitling and dubbing required navigating cultural erasure risks to maintain narrative tension. Translators faced difficulties in conveying Korean social critiques and idiomatic expressions, such as games rooted in local childhood traditions, leading to debates over whether adaptations diluted the original's commentary on inequality for global viewers.^[53] Despite these hurdles, effective transcreation in such projects helped propel the series to worldwide success, illustrating the ongoing tension between cultural authenticity and universal accessibility in media.^[54]

References

[1]
Towards a definition of transcreation: a systematic literature review
'Transcreation' can be defined as a translation-related activity that combines processes of linguistic translation, cultural adaptation and (re-)creation or ...
[2]
Transcreation explained - Institute of Translation and Interpreting
Nov 29, 2023 · Transcreation is a combination of translation and the creation of brand new text, usually with the aim of convincing the reader to align with a cause/mission.What Is Transcreation? · When Do You Need... · What To Look For In A Good...
[3]
Transcreation matters: A learner centric participatory approach for ...
Transcreation is a learner-centric approach integrating cultural nuances, translation, and adding new elements to adapt messages for different audiences.
[4]
[PDF] Dynamic Equivalence: Nida's Perspective and Beyond
Nov 9, 2015 · The concept of Dynamic Equivalence, put forward by Eugene Nida in Toward a Science of Translating (1964) and The Theory and Practice of ...
[5]
[PDF] Eugene Nida - The New University in Exile Consortium
A translation of dynamic equivalence aims at complete naturalness of expression, and tries to relate the receptor to modes of behavior relevant within the ...
[6]
Transcreation and Postcolonial Knowledge | KNOW
At stake in Hyder's use of “transcreation” to describe River of Fire were notions and deployments of ekphrasis; issues of novelistic, philosophical, and ...
[7]
https://benjamins.com/online/hts/articles/tra19
[8]
Transcreation Remains Vital for Global Brands in the Age of AI
Jul 29, 2025 · In this session, you'll learn: The essential role of transcreation in global branding; Why transcreation is still vital in an AI-first content ...Missing: evolution 2020s
[9]
From Translation to Transcreation: How Our Role Has Evolved in the ...
With machine translation (MT) systems and generative AI tools now capable of producing text in seconds, the human linguist's role is no longer simply to “ ...
[10]
Transcreation as a translation service: Process requirements and ...
Aug 9, 2025 · In this paper, we look at the challenges translation agencies may face when entering this field. In an exploratory empirical study, we ...
[11]
The Effects of Substituting Cultural References in Subtitling
Aug 6, 2025 · This paper deals with the interchangeability of culture, and seeks to answer the question of whether there are situations in which culture is interchangeable.
[12]
[PDF] FIT Position Paper on Translation, Localisation and Transcreation
The language industry differentiates between translation, localisation and transcreation as distinct activities. Nevertheless, many professional translators ...Missing: cost implications<|separator|>
[13]
Transcreation: Translating and Recreating
Apr 20, 2016 · Transcreation basically means recreating a text for the target audience, in other words “translating” and “recreating” the text.Missing: implications | Show results with:implications
[14]
[PDF] Transcreation in Translation - DiVA portal
This thesis explores the importance of transcreation in the translation of marketing slogans and how experience is pivotal when translating.
[15]
Mastering the art of transcreation | TransformMagazine.net - Slator
Sep 16, 2015 · This is where transcreation comes into its own. Transcreation is the process of adapting the messaging to resonate meaningfully with the local ...
[16]
What Localization Buyers REALLY Want - Nimdzi Insights
Jun 3, 2025 · However, concerns remain about the quality and suitability of generative AI for nuanced tasks like marketing content that require transcreation.
[17]
Transcreation Agencies: Transcreation Benefits and Uses 2024
Reports show localized and culturally-aware campaigns bring higher engagement and conversion rates (CSA Research, 2020). Well-adapted ads and slogans drive ...
[18]
20 Examples of Funny Translation Fails in Advertising - Lytho
Examples include KFC's "cannibalistic" message, Ford Pinto in Brazil, IKEA's "Fartfull workbench", and Parker Pen's "impregnate" slogan.
[19]
Mastering the Art of Transcreation With Craft's Tanya Bogin - Slator
Feb 1, 2023 · Craft London MD, Tanya Bogin, on localizing global campaigns, improving workflow automation, and cultivating transcreation specialists.
[20]
The Retail and E-commerce Vertical Report - Nimdzi Insights
May 15, 2025 · Some of the most important aspects in which AI is used include shopping experience personalization, process automation, and customer service ...
[21]
Negotiating Translation and Transcreation of Children’s Literature: From Alice to the Moomins. Eds Joanna Dybiec-Gajer, Riitta Oittinen, and Małgorzata Kodura | International Research in Children's Literature
### Summary of Transcreation in Children's Literature
[22]
[PDF] Translation and transcreation in the dubbing process. A genetic ...
Abstract. This article aims to show the relevance of archival and manuscript research (Munday. 2012, 2013) for the study of dubbing and focuses on the role ...
[23]
None
### Summary of Transcreation or Creative Adaptation in Video Game Translation
[24]
Authors Accept Censors' Rules to Sell in China - The New York Times
Oct 19, 2013 · Mr. Vogel, a professor emeritus at Harvard, said the decision to allow Chinese censors to tinker with his work was an unpleasant but necessary bargain.
[25]
[PDF] Subtitling Practice: From Translation to Transcreation
Jan. Pedersen points out three constraints of subtitling: spatial constraints, temporal constraints, and constraints stipulated by a semiotic switch from spoken ...
[26]
(PDF) A common space: translation, transcreation, and drama
This paper analyses how co-transcreation practice between Jaccomard and Glance operates in the space common to translation for the stage, close textual analysis ...
[27]
Transcreation vs. Translation: What Are the Key Differences?
Jun 12, 2024 · Transcreation allows for more freedom in adapting the content to the target language, while translation adheres more closely to the source text.Missing: substitution | Show results with:substitution
[28]
The difference between translation and transcreation - Acclaro
Given that this is a collaborative process, the copy may require several rounds of revisions based on your feedback. Providing more guidance can help reduce ...Missing: multiple | Show results with:multiple
[29]
(PDF) Transcreation: Beyond translation and advertising
Jul 1, 2024 · The purpose of this chapter is to provide a panorama on transcreation, a creative and interlinguistic practice mostly involving promotional content.
[30]
Transcreation: The Complete Guide - LingPerfect Translations
Aug 22, 2022 · The history of transcreation is long and complex, but it can be traced back to the early days of advertising. In the early twentieth century ...Transcreation Examples · So, Is Transcreation The... · 3 Reasons Transcreation...Missing: coined | Show results with:coined
[31]
Transcreation: A Comprehensive Guide for Global Businesses
Feb 6, 2024 · Throughout this guide, we've explored the power of transcreation, delving into its key principles, the essential steps involved in the process, ...
[32]
What is transcreation? A complete guide - Lokalise
Aug 30, 2024 · Transcreation is a creative process that involves recreating content in a new language while maintaining its original meaning, style, and tone ...What is transcreation? · Examples of transcreation · Transcreation vs. translation...
[33]
Marketing transcreation: Your guide and best practices - Smartcat
Feb 28, 2024 · Marketing transcreation combines translation and creative writing, adapting content to cultural nuances, not just translating words.<|control11|><|separator|>
[34]
Slack - Smartling
Feature-rich CAT and transcreation tools ... Slack is a collaboration platform that centralizes team communication, making it more efficient and organized.
[35]
AI Transcreation: The Future of Multilingual Brand Communication
Rating 4.7 (18) Apr 24, 2025 · AI transcreation is a process that bridges the gap between translation and cultural resonance, using technology to scale authenticity across markets.Missing: research | Show results with:research
[36]
The Hilarious Translation Mistake KFC China Made With Its Slogan
Jan 26, 2022 · "Finger-lickin' good" was somehow translated to "eat your fingers off." Far from appetizing, right? Fortunately for this fried chicken chain, ...Missing: study | Show results with:study
[37]
KFC Is the Most Popular Fast Food Restaurant in China
Dec 21, 2018 · In 2017, KFC generated almost $5 billion in revenue in China. With 5,200 locations, China is home to the most KFCs in the world. In comparison, ...
[38]
Transcreation for Marketing Campaigns in Asian Languages
Jun 8, 2024 · Nike's global slogan “Just Do It” was transcreated for the Japanese market to “やってみよう” (Yatte miyou), which translates to “Let's Try It.” ...
[39]
How Coca-Cola Uses Localization in its Brand Marketing Strategy ...
Dec 29, 2023 · The soda brand has often used its holiday campaigns as platforms for charitable activities and community engagement. ... Adapt global marketing ...Missing: 2010s | Show results with:2010s
[40]
How the Coca Cola Christmas Ad Became the Ultimate Holiday Icon
Coca-Cola now creates versions of its Christmas ads that reflect local traditions while keeping the core message of holiday joy.Missing: 2010s transcreation
[41]
Coca-Cola Vs PepsiCo, Dr Pepper, and Nestlé - Marketing Maverick
Oct 8, 2024 · In terms of market share, Coca-Cola leads the global CSD market with a 43.7% share, while PepsiCo holds around 25.9%. However, PepsiCo earns ...
[42]
Market Survey Shows Transcreation Achieving Double-digit Growth
One of the most important findings that emerged from our research is that this investment now allows more budget for the transcreation of strategic content that ...
[43]
How to Drive Quality in Transcreation Projects - RWS
Nov 2, 2020 · In fact, successful brands use transcreation to generate more than 50 percent of their revenue annually, with localization serving as the third ...
[44]
How KFC Changed China and How China Changed KFC - MacroPolo
Aug 31, 2018 · In 2017, Yum China recorded revenue growth from $4.7 billion to $5 billion on the back of 408 new store openings (with a 9% increase in system ...
[45]
The Peculiar Perils of Literary Translation | Columbia Magazine
Gregory Rabassa is best known for his 1970 translation of One Hundred Years of Solitude, the novel by Colombian writer Gabriel García Márquez that embodies the ...
[46]
English Translation of - One Hundred Years of Solitude - jstor
Gregory Rabassa's translation of One Hundred Years of Solitude. The transla tion of Garcia Marquez's novel is tied to United States interests in promot ing ...
[47]
The Legend of Zelda's Eastern/Western Cultural Barrier
Mar 9, 2012 · The Zelda series cannot easily be called a stereotypically Japanese or western game as it fuses the elements of both.
[48]
Book Review: Legends of Localization Book 1: The Legend of Zelda
Mar 7, 2016 · Unfortunately the process of translating a game requires more care than simply asking what a word or written symbol converts to in another ...Missing: transcreation | Show results with:transcreation
[49]
(PDF) Humor and allusions on screen: looking into translation ...
This article focuses on translation strategies of allusions to examine whether the distance between the original and target language plays a crucial role in ...Missing: transcreation | Show results with:transcreation
[50]
Translation of Cultural Items in Dubbed Animated Comedies
This non-judgmental comparative pilot study was designed to analyze the translation strategies that were applied in the translation of cultural references in ...
[51]
Translators, experts weigh in on 'Squid Game' subtitle debate
Oct 6, 2021 · “A big part of the challenge in preserving cultural references in translation comes from a generalized lack of familiarity and exposure of ...Missing: transcreation | Show results with:transcreation
[52]
Squid Game and the 'untranslatable': the debate around subtitles ...
Oct 13, 2021 · Many people who claim to be English-Korean bilinguals argue the translation does not do justice to the brilliantly written stories, clever dialogue and script.Missing: adaptation | Show results with:adaptation