TRANSCREATION

• transcreation 


  specialized translation technique that creatively adapts content from one language to another while preserving its original intent, style, tone, and emotional impact
• emerged in the mid-20th century, primarily in india and brazil
• term coined by, in 1964


  purushuttama lal
• term gained traction in marketing and advertising during


  1990s
• differentiation from translation


  focus: emotional impact and cultural resonance

  approach: creative adaptation

  content type: marketing materials(e.g. ads, slogans, etc.)

  process: creative reconstruction based on a brief

  outcome: new message that evokes similar feelings
• 6 types of transcreation


  1. marketing transcreation
  2. literary trancreation
  3. cultural adaptation
  4. content transcreation
  5. visual transcreation
  6. fandubbing
• marketing transcreation


  • adapts advertising copy to resonate emotionally and culturally with the target audience
  • focuses on brand voice and consumer engagement
• literary transcreation


  • involves recreating literary works to capture the essence and emotional depth of the original
  • may involve significant alterations to reflect cultural contexts
• cultural adaptations


  • involves adjusting context aligned with the cultural norms, values, and expectations of the target audience
  • often used in films, television, and books
• content transcreation


  • involves adapting various type of content(blogs, social media post)
  • to ensure they align with the target audience's preferences and cultural nuances
• visual transcreation


  • adapts visual content(like images or graphics)
  • along with text to ensure cultural relevance and appropriateness
  • importance in marketing and advertising
• fanfubbing


  • a form of FAN-MADE DUBBING emerged as part of broader phenomenon of transcreation in the 1980s
  • primarily began within anime fandoms, where enthusiasts would REPLACE THE ORIGINAL AUDIO TRACKS of their favorite shows with their OWN VOICEOVERS