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Transcreation for Deep Cross-Cultural Connection

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What is transcreation and how do you determine you need it? Customer success story on overcoming the challenges of the transcreation process delivered at the SDL Customer Success Summit Montreal 2016.

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Transcreation for Deep Cross-Cultural Connection

  1. 1. SDL Proprietary and Confidential Transcreation for Deep Cross-Cultural Connection Why choosing precisely the right words matter Jeffrey Constantin, SDL Paulette Haedo, Royal Caribbean International SDL Language Customer Success Summit | June 7, 2016
  2. 2. 2 Today’s presenters Jeffrey Constantin Business Consultant Paulette Haedo Manager, Global Business Solutions Paulette HaedoJeffrey Constantin
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  4. 4. 4 The challenge of achieving cross-cultural emotional connection
  5. 5. Challenge #1: Content must make an impact quickly 0 2 4 6 8 10 12 14 2000 2015 Human attention span is shortening Source: National Center for Biotechnology Information, U.S. National Library of Medicine Goldfish’s attention span: 9Seconds 5
  6. 6. Source: Institute of Practitioners of Advertising Challenge #2: Emotional content works better Profitability 31% 26% 16% 0% 5% 10% 15% 20% 25% 30% 35% Emotional Combined Rational 6
  7. 7. “Got Milk?” “Finger Lickin’ Good” Challenge #3: Getting the message just right across cultures is tricky “Are You Lactating?” …translated to… (L.A. Spanish) “Eat Your Fingers Off” …translated to… (Chinese) 7
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  9. 9. 9 To translate or to transcreate, that is the question… Transcreation “… is the process by which new content is adapted for a given target audience.”  Team of Bilingual Copywriter(s)  Concept or paragraph-based translation with or without TM  Paid by the hour  800 to 1,200 words per day Translation “…is the communication of the meaning of a source-language text by means of an equivalent target-language text.”  Solo Translator  Sentence-based translation with TM  Paid by the word count  1,500 to 2,000 words per day Informative, factual Faithful to original source Motivational, inspirational Faithful to creative strategy and overall concept
  10. 10. 10 English The world awaits Transcreation (French) Translation (French) Le monde vous tend les bras Le monde vous attend Back-translation: “the world is reaching out to you” Translation vs. Transcreation Transcreation (Portuguese) Translation (Portuguese) O mundo à sua porta O mundo espera Back-translation: “the world at your door”
  11. 11. 11 Do You Need Transcreation?
  12. 12. 12 1What are we trying to communicate? Consider the complexity and components within the message. The more complex and less direct the message, the more likely it is that transcreation is needed.
  13. 13. 13 2What cultures and languages are being translated? The basic rule to remember is that the greater the disparity between the source and the target market, in terms of language, norms, etiquette and culture, the more likely that transcreation is required.
  14. 14. 14 3How does your target market differ from your local one? When there are many cultural contexts and references involved in a complex marketing message, then even similar cultures may not be able to share exactly the same marketing.
  15. 15. 15 4Will you be translating content that requires cultural context? Many expressions can be entirely culturally-specific and have almost no shared characteristics. Culturally-specific reference points rarely translate well, if at all. Remember that what may mean one thing to a certain culture may have an entirely different contextual meaning to another.
  16. 16. 16 5What type of content is it? Transcreation is meant to capture the essence of a creative strategy, while adapting the content to a target market. This can be a targeted effort on a tagline or marketing concept, it does not need to apply to an entire piece of content. .
  17. 17. 17 Example: Creative copy Give your clothes the TLC they deserve with sturdy hangers that help garments hold their shape. Bonus: matching hangers give your closets a clean, uncluttered look. Get Sorted Get Hung Up The bedroom should be the place where you go to rest and relax. Master the mess in your bedroom and closet with storage, furniture pieces and accessories to make it your oasis of calm. Make your closet one of your favorite spaces in your home. A great closet organizing system will increase your usable space and put all of your clothes, shoes and accessories right where you find them. English CanadianFrench Store It in Style Clean Sweep Give your closet a fresh start. With the closet empty, take the time to wipe down all of the shelves, dust and vacuum thoroughly. La chambre à coucher devrait servir de lieu de repos et de détente. Éliminez le désordre en vous servant de meubles et d’accessoires pour créer plus de rangement et, par le fait même, votre havre de paix. Métamorphosez vos garde-robes pour les rendre des plus agréables. Un bon système d'organisation du garde-robe augmentera l'espace disponible et vous permettra de tout trouver sans devoir chercher. Traitez vos vêtements aux petits oignons avec des cintres robustes pour qu'ils conservent leur forme. Un plus : des cintres qui s'agencent pour une allure nette et dégagée. Pour un renouveau tout beau. Maintenant que votre garde-robe est vide, essuyez les tablettes, enlevez la poussière et passez l'aspirateur. Chic et pratique À vos ordres! Au sens propre La cintre paix
  18. 18. HAND-OFF CHECKLIST FOR TRANSCREATION PROJECTS 1. Creative Brief 2. Terminology and/or Branded Term List (Copyright, Trademark, etc.) 3. Visual references 4. Any relevant content associated to the same Creative Brief 5. In-country SME contact information 6. Confirmation if back-translations are required (yes/no)
  19. 19. Copyright © 2008-2016 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Brings your brand to the world and the world to your brand. www.sdl.com

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