transcreation at ata56
TRANSCRIPT
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TRANSCREATIONand translation for marketing
3:30pm-4:30pmThursday, November 5
10.00am Saturday, November 7
Bigger room
this time!
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Global campaign goal: retaining customers & defining brand positioning globally
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C’est tout ce que j’aime
Ich liebe es
Ninaipenda
вот что я люблю
işte bunu seviyorum Me encanta
我就喜欢
我就喜歡love ko to
أنا أحبـ`ـه
Amo muito tudo isso I'm lovin' it
http://www.lexiophiles.com/english/im-lovin-it-slogans-around-the-world
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@gablemoine #HLAtranscreationSearch “I’m lovin it 2003” on Youtube
In different countries, the music changed, the scenes, length, lyrics, and so on…
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WHAT IS TRANSCREATION?
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http://comicsalliance.com/indian-spider-man-political-candidate-video/
http://comicsalliance.com/indian-spider-man-political-candidate-video/
Transcreators need:1.Deep knowledge of the target culture
2.Copywriting skills3.Marketing knowledge
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@gablemoine #HLAtranscreationAtlanta Business Chronicle http://www.bizjournals.com/atlanta/news/2014/06/10/coca-cola-boosting-share-a-coke-campaign-in-u-s.html
Call to action => expected reaction
Emotions are engaged
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@gablemoine #HLAtranscreationRodriguez, Silmaris (2015) http://yellow-ad.blogspot.com.ar/2015/03/piensas-que-la-compania-de-coca-cola.html
Great example of amazing reactions
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Example of unsuccessful campaign
= wrong reaction
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@gablemoine #HLAtranscreationhttps://www.youtube.com/watch?v=EI9AY9uS59I
The name was changed in some markets
because it was an insult
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Marketing is the art of creating and satisfying customers at a profit
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@gablemoine #HLAtranscreationMcCarthy, Jerome E. (1960). Basic Marketing. A Managerial Approach. Homewood, IL: Richard D. Irwin
Target Market
PRODUCT PLACE
PRICE PROMOTION
THE MARKETING MIX
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@gablemoine #HLAtranscreationBooms, B. & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms
Target Market
PRODUCT PLACE
PRICE PROMOTION
PEOPLE
PHYSICAL EVIDENCE
PROCESSES
THE MARKETING MIX
SERVICES
If the target market changes, everything else
changes, not just promotion
(communication)
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@gablemoine #HLAtranscreationHanlon, Annmarie (20014) http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/
Example of the Marketing Mix applied to services
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Transcreation =>To trigger the same expected reaction
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• Same text, different images• Back-translation clarifies the translation meaning for final language approval
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@gablemoine #HLAtranscreationMooney, Phil (2008) http://www.coca-colacompany.com/history/2008/03/bite-the-wax-ta.html
Transcreation => Translation before
CAT tools
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@gablemoine #HLAtranscreationhttp://www.coca-colacompany.com/stories/share-a-coke-20-the-hit-campaign-is-back-and-its-bigger-and-better-than-ever
• Companies translate because they want to sell their products
• Emotional engagement needs cultural adaptation
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@gablemoine #HLAtranscreationRobertson, Graham (2012) http://beloved-brands.com/2012/05/28/creative-brief/
A copywriter’s creative brief
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Background / Overview:
America received her wings in 1996, when “bulls balls” were introduced to the beverage industry. Red Bull focuses on bringing dynamic energy to all realms of life, let it be Nascar, extreme sports, study habits, etc. In that, Red Bull created a niche market based around “energy enhancing beverages.” With its “wing enabling powers,” Red Bull is considered a “youthful drink” that speaks solely to the youth...until now.
What is the objective, the purpose of the ad?
To expand Red Bull into the older adult market as a beverage that can give them the focus needed to tackle their deepest desires.
Target audience: who are we talking to? What do we know about
them that can help us (insight)?
Middle-aged men and women reaching the “midlife crisis” aspect of their lives. They are in need of an internal change and lack the motivation and direction to make it happen. They feel they have wasted away their lives and fear only doom lies ahead.
What’s the single most important thing to say? What is the big idea?
Get your balls back.
What are the supporting rational and emotional ‘reasons to believe
and buy?’
Red Bull increases performance, increases concentration and reaction speed, improves vigilance, stimulates motivation, and makes you feel more energetic and thus improves your overall well-being. About 5%-12% of middle-aged people experience a midlife crisis. They have fears and anxieties about growing older, and are willing to try new and adventurous things to reach a sense of internal stability in their lives.
Red Bull
Red Bull didn’t give us wings to fly; it grabbed us by the jugulars and sent us soaring.
They need to prove it!
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THE TRANSCREATION BRIEFRequirement Positioning Distribution Timeframe
Deliverables
Purpose
Target audience
Response
Tone
Background/overview
Purpose/objectiveTarget audience
MessageSupporting R&E reasons
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SOURCE TEXT MESSAGE
TARGET CULTURE RESPONSE
#1 takeaway
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Translation is about the ability to understand someone else’s language.
Transcreation is about the ability to write
in your own.
2011 www.mothertongue.com
#2 takeaway
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transcreation.org.uk
Transcreator => Skilled copywriter who
understands the source culture intent as well as
the target culture perception
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Pre-production Production Post-production
THE TRANSCREATION PROCESS
•Client interview•Brief creation•Clarification•Project instructions •Style guide
•Translation
•Revision
•Proofreading
•Client review•Change implementation• TRANSCREATION
Transcreation => an additional step in translation, in addition to pre- and
post-production stages, to check that the reaction is the intended one
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ISO 17100
proofing
proofreadingafter-format proofing
revisionreview
spot-checking
quality control
QAin-country review
mechanical review
language sign-off
Watch out for confusing terminology
related to tasks
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ISO 17100
internationalization
international copy adaptation
localization
creative international marketing
multilingual copywriting
marketization
copy adaptation
cultural adaptationmarketing translation
cross-market copywriting
creative translation
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How to charge??
Houry for pre-production, reports, etc.
Experienced translators benefit more from rates linked to units other than time
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1, Not meeting client expectations => Shape them w/questions2. Lack of internal communication3. Previous experience with translation of a client
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CONCLUSIONS
Ray, R. and Kelly, N. (2010) Reaching New Markets through Transcreation. Common Sense Advisory, Inc.
• Similar to copywriting
• Marketing & target culture knowledge - talented writer
• The brief is critical
• Pre- and post-production
• Team communication, including client
• Little room for automation or MT
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–Nelson Mandela
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his
own language, that goes to his heart.”
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