Trans-creation is the process of adapting messages across languages and cultures while maintaining intent, style, tone, context, and intended emotions. It is used in global marketing campaigns to transcend language barriers. Transcreation involves recreating messages using culturally appropriate images, dialects, idioms and context for the target audience. It differs from literal translation by considering cultural values, lifestyles and audiences. Examples show how messages and visuals are adapted for different markets, such as an Indian Spider-Man comic or changing slogans to be culturally sensitive. Researching cultural norms is important to avoid unintended meanings or offenses.

1. Trans- creation
( Translation + creation)

2. • the process of adapting a message from one
language to another,
• while maintaining its intent, style, tone and
context
• transcreated message evokes the same
emotions and carries the same implications in
the target language as it does in the source
language.

3. • used in global marketing and advertising
campaigns, books and screenplays
• seek to transcend the boundaries
of culture and language.
• It also takes account of images which are
used within a creative message, ensuring that
they are suitable for the target local market

4. Example
• Marvel Comics and Gotham Entertainment
Group in 2004
• produced a comic book for the Indian market
featuring an Indian-born Spider-Man whose
“real” name is Pavitr Prabhakar.
• rather than battling the Green Goblin in the
canyons of New York City, Prabhakar, clad in a
dhoti, fights the demon Rahshasa against
backdrops such as the Taj Mahal.

6. Terms used
• ‘creative translation’, ‘cross-
market copywriting’, ‘international copy
adaptation’, ‘free-style translation‘, ‘marketing
translation’, ‘internationalization’, ‘localization’
and ‘cultural adaptation’
• Different from literal translation of text
because it takes the difference of values,
lifestyles and culture of source and destination
audience in context.

7. • taking the essence of a message and
re-creating it in another
• ‘recreation’ but with the same emotions,
same tone, same message , possible same
effect
• dialects, idiom, humor, and context

8. • Qualities of local language copywriters-
1. need to have an extensive knowledge of their
market,
2. excellent language skills,
3. ability to creatively adapt messages for their
target market,
4. possessing skills in advertising copywriting

9. examples
• “Intel: Sponsors of Tomorrow” campaign to
Brazilian markets Vs. in Portuguese, “Intel: In
love with the future”
• SAAB - the car allowed passengers to
experience wide-open spaces
-- (U.S.) "Saab but Oxygen bars“ Vs. "SAAB vs.
klaustrofobi’ ( Sweedish)

10. • the finished text should read as if it were
originally written in the reader’s own mother
tongue, and give them the exact same
experience as the source text gave to readers
in the original language.
• In-depth understanding of then two cultures
involved,

11. • Cultural differences
In 2011, the German sportswear retailer Puma
introduced a limited line of trainers clad in the
colors of the United Arab Emirates’ flag, in honor of
the UAE’s 40th National Day. Many Emiratis were
highly distressed by this product, believing it
trivialized their nation’s flag. Furthermore, in Arab
culture, the shoe is considered dirty as it touches
both the ground and the foot. As a result, Puma
promptly withdrew the shoes from the market

12. • Word usage
automobile manufacturer Honda introduced its
model named “Fitta” into the Scandinavian
countries and discovered, belatedly, that the
word “fitta” is a vulgarity in many Nordic
languages. The company renamed the model
“Honda Jazz” and continued to market it there

13. Research on culture ( imp.)
In 2011, the Italian clothing maker Benetton launched an
ad campaign supporting the Unhate foundation, which
featured images of world leaders kissing. Many of the
unlikely pairings raised ire, but the strongest reaction was
from the Vatican, which objected to a version of the ad
featuring Pope Benedict XVI kissing Mohamed Ahmed al-
Tayeb, the Grand Sheik of the al-Azhar mosque in Cairo.
Though in this instance, Benetton pulled the ad
immediately, the company has garnered praise,
condemnation, and perhaps most importantly,
widespread attention for this form of advertising, dubbed
“shockvertising.”

14. Examples
• McDonald’s “i’m lovin’ it!” (US) Vs. I just like
(it) ( Chinese)
More easy for Chinese ears but same youthful,
confident, street vibe of the English
• Luxury French hotel brand-Sofitel “Life is
Magnifique”.

15. • Transcreation is more of a content
development process than a translation
process. Sure, transcreated content retains the
brand logo and mark, the corporate colors,
and so on. What it doesn’t necessarily keep is
the message or expression of sentiment

16. Example- Coca Cola web slides
• They change not only the words but also the
visuals and the layout – all to match the
predominant culture of the target country. For
example, the Japanese and Taiwanese sites
have boxy layouts. These cultures are
accustomed to seeing advertisements in a box
format. Every site is customized.

17. Examples ( movies)
• Dhoom 3 (2013) * The Prestige (2006).
• Krishh 3 (2013) * X-Men (ongoing series).
• Partner (2007)* Hitch (2005),
• Raaz (2002) * What Lies Beneath (2000)
• Karz (1980) *What Lies Beneath (2000) and
The Reincarnation of Peter Proud (1975)

18. Copyright issues
• “ideas, procedures and method of operation”
• expression of ideas