#AskTheExperts -- Transcreation Golden Tips

#问专家--改造黄金秘诀

2021-02-17 21:00 GALA

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A new installment of #AskTheExperts, a GALA blog series where we ask translation industry experts inside and outside the GALA community for their insights and advice on managing business processes and digital transformation. Do you have a burning or knotty question? Send it to us and we’ll ask our experts. Today six GALA experts share their golden tips on transcreation. My golden tip for transcreation is making sure you know exactly who your target audience is. For a language such as Spanish that has so many different variants, for example, knowing if you are translating for a specific country, region, or if you need to use a “neutral” Latin American Spanish will determine what terminology or expressions you can and cannot use. If you are transcreating for a broader audience, you will need to avoid using regionalisms – which adds an extra layer of challenge to the adaptation. Not only is the geographic location of the target audience important, any other social, educational, and cultural background information is important as well, including the age. Transcreating content for children will be considerably different than for an older audience, for example, we would not be able to use inappropriate language or intricate vocabulary. And catering to millennials might differ to the boomer generation because the way different generations consume content varies tremendously. So, if you want to produce a transcreation that will work, that will resonate with the target audience, you will need to be extremely cognizant of this audience. Contextual information is key to any language project, just like in localization you have to know how to talk to and work with developers, in marketing and advertising you have to have experience working with creatives. Knowing how campaigns are created and managed, the type of materials and channels, the brand positioning, etc. is key information that will enable the transcreators to find an effective and culturally appropriate adaptation. Companies invest a lot in their brand, marketing and campaigns; this is an art infused with a lot of science. There is ample data and analysis produced in support of marketing campaigns and brand management, you have to know how to leverage this and pass it on to the transcreators; it will guide their creative work and avoid costly do overs. Access to the right talent, expertise in how transcreation is managed, service optimization based on campaign scope, markets’ cultural distance, channels and asset types are all important aspects in a successful transcreation project. Keeping your target audience(s) in mind, always taking into account any cultural specificities and local customs, as well as keeping an open mind when it comes to the end result of your translated content. And that is because, in some cases, direct translations from source materials that contain highly creative content cannot really elicit the same emotional response from all foreign-speaking markets, which is the secret ingredient to any successful marketing and advertising campaign addressing an international audience. Radio, social media, or television? Google, Yahoo!, or Bing? There are countless channels and platforms to advertise your brand, so make sure you know where and how to do it. In some countries, social media like Facebook, Instagram, or Twitter may be the most effective way to market your business, whereas in others more traditional channels like television, newspaper, or radio may work best. A similar situation exists with search engines. In the United States, Google is the most used search engine by far. However, in Asian countries, we find other online search tools leading the pack, like Yahoo!, Baidu, or Naver. “Language Insight’s golden tip for transcreation is to strike the right balance between ‘translation’ and ‘creation’. Transcreation is a creative process that must consider culturally relevant information before localising the content for a specific audience. The goal of transcreation isn’t to say the same thing in another language like with translation, but rather to gain the same reaction towards the content in both languages. In marketing, it is often not possible to say exactly the same thing in another language as catchy slogans or satire may have been used that wouldn’t make sense if they were translated literally. Therefore, both the creative and literal aspects of the content must be valued equally. If the creative side is prioritised, then content may be too different from the original source and there is a risk that the content might lose its original message or be too ‘off-brand’. Likewise, if the content is not creative enough, and the literal translation is prioritised, then the content may fail to engage the audience to the same extent as the original. It’s all about balance and a good transcreator knows how to get it right.” For companies and localization teams, it’s about finding transcreators and partners that understand copywriting and marketing just as deeply as they do translation. For transcreators, it’s about knowing the target audience, internalizing the campaign goals, and most importantly, focusing on the copy that you’re writing. You are creating something original, not just reproducing the original – so move away from the mindset of transferring meaning to generating emotions. Think, “Who am I talking to?” and write just for them. Consider, “What impact does the source text make?” before shifting your focus to your own language and culture. Ask yourself, “How can I put this?” rather than “What’s the right word for that?”. In fact, my golden tip for transcreation could be summarized as: ask the right questions. And harness the answers to write copy that resonates. This takes talent, time and experience – something that companies can support by providing the necessary resources. After all, transcreations generate sales, relieve local marketing teams and increase brand value. For other resources on transcreation, visit GALA Knowledge Center.
新一期的《#问专家》是GALA博客系列,我们向GALA社区内外的翻译行业专家征询他们对管理业务流程和数字化转型的见解和建议。你有什么棘手的问题吗?把它发给我们,我们会问我们的专家。 今天,六位晚会专家分享了他们关于变性的黄金秘诀。 我的黄金技巧是要确保你知道你的目标观众是谁。例如,对于像西班牙语这样有许多不同变体的语言,知道您是在为特定的国家,地区翻译,还是需要使用“中性”的拉丁美洲西班牙语,将决定您可以使用和不可以使用什么术语或表达。如果你要为更多的观众进行改编,你就需要避免使用地域性--这给改编增加了额外的一层挑战。 不仅目标受众的地理位置很重要,任何其他社会,教育和文化背景信息也很重要,包括年龄。为儿童创作的内容与为年长的观众创作的内容会有很大的不同,例如,我们不能使用不恰当的语言或复杂的词汇。迎合千禧一代的需求可能与婴儿潮一代不同,因为不同代人消费内容的方式有很大差异。所以,如果你想要产生一个能起作用的,能与目标观众产生共鸣的转形,你就需要非常了解这个观众。 上下文信息是任何语言项目的关键,就像在本地化中你必须知道如何与开发人员交谈和合作,在营销和广告中你必须有与创意人员合作的经验。了解活动是如何创建和管理的,材料和渠道的类型,品牌定位等等,这些都是关键信息,将使翻译人员能够找到一个有效的,文化上合适的适应。 公司在品牌,营销和活动上投入大量资金;这是一门注入了大量科学的艺术。有大量的数据和分析产生的支持营销活动和品牌管理,你必须知道如何利用这些并将其传递给转运者;它将指导他们的创造性工作,避免昂贵的重复。获得合适的人才,如何管理转型的专业知识,基于活动范围的服务优化,市场的文化距离,渠道和资产类型都是成功转型项目的重要方面。 记住你的目标受众,始终考虑到任何文化特性和当地的风俗习惯,以及在谈到你的翻译内容的最终结果时保持开放的心态。这是因为,在某些情况下,从包含高度创造性内容的原始资料直接翻译,并不能真正从所有讲外语的市场上引起同样的情感反应,而这正是任何针对国际受众的成功营销和广告活动的秘诀。 广播,社交媒体,还是电视?谷歌,雅虎,还是必应?有无数的渠道和平台可以为你的品牌做广告,所以要确保你知道在哪里做,怎么做。在某些国家,Facebook,Instagram或Twitter等社交媒体可能是营销业务最有效的方式,而在另一些国家,电视,报纸或广播等传统渠道可能效果最好。搜索引擎也存在类似的情况。在美国,谷歌是迄今为止使用最多的搜索引擎。然而,在亚洲国家,我们发现其他在线搜索工具领先,如Yahoo!,Baidu或Naver。 “语言洞察的黄金技巧是在‘翻译’和‘创造’之间取得正确的平衡。翻译是一个创造性的过程,必须考虑文化相关的信息,然后为特定的受众本地化的内容。 翻译的目的不是像翻译那样用另一种语言说同样的东西,而是要使两种语言的内容得到同样的反应。在市场营销中,通常不可能用另一种语言说完全相同的事情,因为可能会使用朗朗上口的口号或讽刺,如果它们按字面翻译就没有意义。因此,无论是内容的创意方面还是文字方面,都必须同等重视。如果创造性方面被优先考虑,那么内容可能与原始来源差异太大,并且存在内容可能丢失其原始信息或过于“非品牌化”的风险。同样,如果内容不够有创意,而直译是优先考虑的,那么内容可能无法像原作那样吸引观众。这一切都是关于平衡的,一个好的移植者知道如何做到这一点。“ 对于公司和本地化团队来说,这需要找到对文案和营销的理解就像他们做翻译一样深刻的翻译人员和合作伙伴。对于转写者来说,这是关于了解目标受众,内化竞选目标,最重要的是,把注意力集中在你正在写的文案上。 你正在创造一些原创性的东西,而不仅仅是复制原作--所以,从传递意义到产生情感的思维定势中移开。想想,“我在和谁说话?”然后写给他们听。在把注意力转移到你自己的语言和文化之前,先考虑一下:“源文本产生了什么影响?”问问你自己,“我该怎么说呢?”而不是“用什么词来形容这个问题?” 事实上,我的黄金技巧可以概括为:问正确的问题。并利用答案写出能引起共鸣的文案。这需要人才,时间和经验--公司可以通过提供必要的资源来支持这些。毕竟,移植创造了销售,缓解了当地营销团队的压力,增加了品牌价值。 其他关于转生的资源,请访问GALA知识中心。

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

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