Posts Tagged ‘transcreation’

The Little Book of Transcreation – excerpt #28

Idioms should be handled with caution. If translated literally, they often make little sense!

Take the English phrase “to kill two birds with one stone”. In other languages, the equivalent idioms are rather different.

Germans “hit two flies with one blow”.

Chinese “shoot two hawks with one arrow”.

Burmese “get two pieces with one cut”.

Koreans “catch a pheasant and its eggs as well”.

And Italians “snare two pigeons with one bean”.

The Little Book of Transcreation – excerpt #27

Brand names too sometimes need transcreation.

The Mitsubishi Pajero SUV was named after the Pampas Cat of Argentina (scientific name: Leopardus pajeros).

However, in Spain and Latin America, it is called the Montero (meaning “mountain warrior”).

Why? Because “pajero” is a derogatory sexual term in Spanish.

177_LBOT #27_montero 177_LBOT #27_pajero

The Little Book of Transcreation – excerpt #26

Analogies should be handled with care. What is common in one country might be inappropriate or irrelevant in another. It is therefore important to use analogies that your target market is familiar with.

Walt Disney is an excellent example of how this can be done successfully. In the US, the Walt Disney World Resort is described as “half the size of Rhode Island”. But the analogy requires some knowledge of US geography.

So in Japan, the park is said to be “the size of the Tokyo subway system”, and in the UK, “the size of greater Manchester”. This makes the audience feel more included – and the copy more effective.

166_LBOT #26

The Little Book of Transcreation – excerpt #25

Since 1969, BMW has used the tagline “Freude am Fahren” in Germany. The English translation of this is “Pleasure in driving”.

Would that be as effective as “The Ultimate Driving Machine”?

Same idea, different words – this is what transcreation is all about.

165_LBOT #25 The Ultimate Driving Machine

 

 

The Little Book of Transcreation – excerpt #24

No Comments » Written on February 27th, 2014 by
Categories: Japan
Tags: , ,

There is more to adapting communications for foreign markets than just translating – or even transcreating – the words.

A TV spot ad for Procter & Gamble’s soaps showed a man entering the bathroom while his wife was showering.

In the West, this is an entirely unremarkable scenario. However, in Japan the husband’s actions were seen as an unacceptable invasion of privacy. This seemingly innocuous ad was therefore considered to be in very poor taste.

164_LBOT #24

The Little Book of Transcreation – excerpt #23

No Comments » Written on February 25th, 2014 by
Categories: UK, USA
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The Harry Potter books have been translated into over 60 languages. But the US editions shed perhaps the most light on the transcreation process. Famously, Harry Potter and the Philosopher’s Stone was renamed Harry Potter and the Sorcerer’s Stone. But the changes go deeper.

To give just one example, in the US a “jumper” is not a pullover, but a kind of dress. By changing it to “sweater”, the meaning came across in the US, but a British “feel” was retained.

The books’ US publisher says. “I wasn’t trying to ‘Americanize’ them … I wanted to make sure that an American kid would have the same literary experience as a British kid.”

This principle of recreating the reader experience is where the magic of transcreation resides.

163_LBOT #23 sorcerer's stone 163_LBOT #23 philospher's stone

The Little Book of Transcreation – excerpt #22

No Comments » Written on February 17th, 2014 by
Categories: Argentina
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161_LBOT #22

Different pronunciations in different languages can be a problem – or an opportunity.

In 2009, PepsiCo found out that almost 25% of people in Argentina could not pronounce the “ps” sound. They were calling the drink “Pecsi”.

Rather than fight this local idiosyncrasy, Pepsi chose to embrace it.

It ran a campaign in which its familiar branding elements were recreated using the phonetic spelling.

The message was, whether you say “Pepsi” or “Pecsi”, it still tastes better than Coke.

As a result, brand recognition increased 23%. Proof of what happens when multinational brands work with local culture.

 

The Little Book of Transcreation – excerpt #21

No Comments » Written on January 30th, 2014 by
Categories: India, Japan, South Korea, UK
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When choosing a tone, tint or hue to represent your brand, you need to think beyond how nice it will look on your marketing materials. It can mean completely different things in different cultures.

In the Western world, for example, white is associated with peace and weddings, while in Asia, white is for funerals.

155_LBOT #21 wedding pic

155_LBOT #21 Korean funeral

In a similar vein, yellow stands for cowardice in the West, but in Japan, it means courage. And red symbolizes passion in the Western world, while in India, it means purity.

So as you can see, it’s essential to do your homework before picking a shade for your international branding materials.

The Little Book of Transcreation – excerpt #20

“Transport … is not a good metaphor for translation, because the luggage never arrives. What interests me is what gets lost along the way.”

Svetlana Geier, 1923–2010

Geier was the 20th century’s pre-eminent literary translator into German, specializing in the works of Dostoyevsky. So she knew what she was talking about.

With literary works, the freer approach of transcreation may not be suitable, out of respect for the original. But where the message is more important than the medium – as in marketing – transcreation ensures that far less is lost along the way.

So travel transcreation class, to make sure your message gets there with you.

The Little Book of Transcreation – excerpt #19

Transcreating jingles is not just about finding the right words – they also have to fit the tune.

Gillette’s German version of “The best a man can get” failed on both counts.

152_LBOT #19

“Für das Beste im Mann” (“For the best inside a man”) didn’t really make sense – facial hair is on the outside.

Plus, the line was too short, so each word had to be dragged out longer than sounds natural.

And it doesn’t even rhyme with “Gillette”!

The “Für das Be-e-e-est-e-e im Ma-a-an” jingle has therefore become something of a national laughing stock.