English-Hungarian Tanscreation

Transcreation: What is it?

Traditional translation services are often insufficient for international campaigns. The appropriate local reception ofa global brand identity requires creative re-creation of the texts.

By transcreation we mean creative copywriting in other languages and cultures, reproducing the source-language message as if the adaptation had originally been created in the target language. The goal of transcreation is to deliver the core message in the brand's own voice, which will evoke the desired intellectual and emotional response in each target market.

Transcreation is thus somewhere between translation and creative content generation. The language used should be natural and attractive to local market consumers, appropriate to appeal to the target audience, but also consistent with the brand.

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Before starting the work

We review the reference materials: previous campaigns, brand identity, and the visual materials of the current campaign. We ask questions until we understand the creative intent, and the role of the campaign in the life of the company.

Creative suggestions

Transcreation is not a mathematical equation that has One Right Solution. That is why we present several variants, sometimes generated with wordplay, sometimes with connotations, sometimes with multiple meanings, but considerably different from each other. We avoid alternatives which deviate from the task or which don't work for whatever reason (e.g. because they require too much attention / previous knowledge).

The first adaptation may be close to the (English) original - but natural fluency and target language effect is a requirement here as well. The second adaptation - and if necessary, the third - can be more creative, deviating from the exact content and structure to convey the intended message in the intended style.

Back translation

After the source text has been transcreated, a direct translation is made back into the source language (usually English). This should be as accurate as possible and reflect nuances / possible changes in meaning in the target language. The back translation is important for the client to evaluate the transcreation. The back translation reflects the exact meaning of the adaptation and highlights how it differs from the original.

Explanation / Comments

The explanation lends insight into how the solutions work in response to the challenges of the source material. Formal justification in scientific language includes the following:

In case of a possible conflict with local culture or legal regulations, or in case of possible triggers of negative resonance, we make suggestions on alternative solutions.

All options offered must sound natural.

Transcreation is therefore far from a "literal" translation. It can produce daring rearrangements, but their goal is always to convey the original message.

Proof-editing

Proof-editing is the final polishing of the adaptation to achieve the best possible quality. Its two components are editing and proofreading.

  1. Editing is the review of the adapted text with the aim of improving text flow and stylistic quality. The adaptation gets edited based on the source text, the guidelines of the assignment. Mistranslations, ambiguities, omissions of important information, contextual problems, incorrect use of language or style, terminological inconsistencies are checked.
  2. Proofreading is the final adjustment of the edited adaptation, where we disregard the original text; we focus only on fluency, ease of reading. We check the result again for spelling and punctuation errors. Finally, the text is formatted and typographical problems are eliminated.

The goal is that the adaptation is natural and attractive to the local audience, appropriate to the target audience and in line with the brand voice.

After submitting the work

We answer the client's questions about the suggestions, back-translation or justification.

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