Otranscreation - What is it?
Thread poster: Ivana de Sousa Santos

Ivana de Sousa Santos  Identity Verified
Portugal
Local time: 22:20
French to Portuguese
+ ...
Oct 8, 2004

I have applied to a company in the internet, which I thought to be a translation agency. I've got an answer from them asking if I could work in their projects. But I was told that they are "specialised in adapting copy to foreign languages (sometimes called Otranscreation)".

What is it? I have never heard about it. I would like to know some opinions before answering if I can do that kind of job or not.

Regards,
Ivana


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Kirsty Mason  Identity Verified
United Kingdom
Local time: 22:20
German to English
Typo for transcreation? Oct 8, 2004

This seems the most likely explanation.
As far as I know, transcreation is used to describe the translation of, for example, advertising copy, whereby a straight translation is often not sufficient, but the translator also has to be a bit more creative and adapt the text to fit local circumstances beyond the scope of a simple translation, or think of an advertising slogan/tag line that is not necessarily linguistically the same, but has the same impact on the target audience as the original.

That's what I would understand without having any direct experience myself.
HTH


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ntext  Identity Verified
United States
Local time: 16:20
Member
German to English
+ ...
Transcreation Oct 8, 2004

I'm not sure what that O is doing there. But "transcreation" means exactly this: "adapting copy to foreign languages." When you translate ads and marketing material, you may want to take more liberties than when you're translating, say, a contract. You're recreating the copy in the target language, making sure that it will be as effective as the source text. "Transcreation" is just a fancy word for that.

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Rossana Triaca  Identity Verified
Uruguay
Local time: 18:20
Member (2002)
English to Spanish
Transcreation? Oct 8, 2004

My guess is that they simply refer to transcreation, which is a culturally appropriate transference of a concept into another language, as opposed to the linguistic transfer that is a translation.

It is extremely used in advertising & marketing, where you hardly want linguistic accuracy but need cultural insertion. As a clear example, I recall reading a couple of moths ago that the well-known Spiderman comic will be re-lauched in India, Peter Parker now becoming Pavitr something and wearing a dhoti.

Transcreation is something not easily done; it takes much more time and creativity than a simple translation (you can see this for youself by trying to transcreate some slogans into your native tongue - it's really hard to get the same impact and yet retain some of the original meaning).

All in all, you should charge per hour rather than per word for transcreations!

Good luck,
Rossana


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Harry Bornemann  Identity Verified
Mexico
English to German
+ ...
Oh Oct 8, 2004

I find this O to be too difficult to produce to be a typo
(it's like a double-action system for colts).
Maybe the author asked someone
"What is transcreation?" and he replied
"What?"
"transcreation"
"Oh - transcreation .."


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Ivana de Sousa Santos  Identity Verified
Portugal
Local time: 22:20
French to Portuguese
+ ...
TOPIC STARTER
Thank you all for your replies!!! :) Oct 8, 2004

As for the word "otranscreation", it's maybe a typo, indeed.

I've also seen some examples of "transcreation". It sounds interesting, but kind of difficult. I asked the company to send me a test and see if I can do it.

Thank you once again.
Ivana


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Henry Hinds  Identity Verified
United States
Local time: 15:20
English to Spanish
+ ...
Country-Regional Oct 9, 2004

Of course, if you are going to do such work, it also has to be adjusted to country and regional differences. Even in the same language, many times it is obviously not advisable to use same advertising copy in different places. Therefore you would limit yourself to those places where you are quite familiar with the local culture.

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Otranscreation - What is it?

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