Spanish Translation vs Transcreation
It’s not really a matter of translation vs transcreation. There’s no comparison when it comes to preserving brand identity and mission. Many brands coming to us for translation services come to understand transcreation better serves their needs.
Translation replaces words from one language with those of another. Transcreation does so much more in regards to marketing and advertising.
What is Transcreation
Transcreation keeps a brand’s messaging intact by preserving the tone and intent across various contexts.
Transceation is better than translation when it comes to marketing and advertising. Spanish transcreation ensures brand messaging is tailored. So a consumer in Mexico may read different text than a consumer in Colombia, yet the integrity of the brand’s tone and intent remains.
Spanish Translation vs Transcreation – Limitations of Translation
Translation may be a good fit for technical writing and other brand needs but it has its limitation when it comes to preserving brand messages. But, transcreation addresses the limitation of translation. Transcreation doesn’t mimic text. Furthermore, transcreation considers context and correctly modifies a message to affect a consumer as intended.
Translation services may employ writers and editors who are grammatically efficient. However, transcreation employs those who have specialized knowledge in marketing and local consumer behavior. You want your target market to understand your advertisements. Even better, you want consumers to buy your offered products and services
Automated Tools
Translation may leverage automated tools, which results in a difference in meaning. ‘The Braniff Airlines famous faux-pas urged consumers to “fly naked” though the intent was to showcase plush, leather seating with “fly in leather.”
The direct translation, via Google Translate, facilitates the error of the airline.
The American Dairy Association also committed a translation error. In an effort to convey its ‘Got Milk?’ campaign, the resulting translation did not preserve the tone or intent of the initial message.
The meaning changes via direct translation. “Are you lactating?” is far from the American campaign’s initial tone and context.
Lost Tone
Marketing in Spanish or any language necessitates a particular variety of copy. Translation may do well in relaying information in a technical manual or instruction booklet but fail to preserve on-brand tone regarding pay-per-click ads, landing pages, and website copy.
In some cases, it’s beneficial to remain agile in switching tone or terms to reflect local preference and consumer behavior. Yet translation services often miss opportunity to align the initial tone according to a consumers region.
Here, we see a luxury brand labeling a product with a term used by those in Spain. However, shoppers in Mexico are not familiar with the term, “Jerseis.”
Neutral Spanish
Some refer to a neutral Spanish, or when considering Hispanics in America, some use Spanglish for marketing purposes. Spanish is spoken by people across the globe. Often, geography inspires nuances and a relative notion of authentic Spanish. Therefore, translation is again limited. Many consumers prefer brands that tailor its Spanish.
Spanish Translation vs Transcreation – Benefits of Transcreation
When it comes to marketing products and services, there is no questioning Spanish translation versus transcreation services.
Transcreation addresses the marketing aspect of translated copy. You want a reader to understand your messages in another language. But, more importantly, you want the copy to compel the reader to purchase a product or service. Translation alone is incapable of stirring the emotions of consumers.
Transcreation preserves a brand’s tone and intent. As with some examples above, a direct or literal translation may miss in correctly relaying the correct message. Transcreation doesn’t mimic text. Transcreation considers context and correctly modifies a message to affect a consumer as intended.
While translation is reactive (in translating text and messages), transcreation is proactive. Often, the process starts with a style guide that pinpoints a brand’s tone, style, intent, and core standards. This ensures a seamless Spanish translation regardless of location. As mentioned, Spanish in Mexico differs than Spanish spoken in Spain, Texas, etc.
Transcreation services remain attentive to local and regional preferences and trends. A Spanish transcreation service isn’t going to leverage neutral Spanish or Spanglish. Whereas translation may rely on neutral Spanish, transcreation services leverage authentic Spanish as spoken and recognized by the targeted consumer.
Transcreation services are result oriented versus task oriented. A translation service may charge on a per-word basis, losing the forest for the trees. A transcreation provider has a better understanding of how copy and messaging works within the scope of sales and a consumer buying cycle.
Brand Expansion
Transcreation allows for brand expansion. Transcreation acts like a liaison, connecting brands to other cultures and countries. A translation service can relay a message but it doesn’t compare in marketing value to a transcreation service.
The Ikea brand has expanded throughout the last decade.
And, expansion involves a greater presence in Mexico.
The brand is doing well with its dedicated website, ensuring that it reads in Spanish but that it also resonates with one who lives in Mexico.
Context
Transcreation considers context, often overlooked by translation services. For example, an English-to-Spanish translation regarding law offices needs consideration:
Transcreation may start with a questionnaire tailored into a customized style guide. Therefore, brand messaging remains intact and consistent across countries and digital platforms.
Consistency
Transcreation helps with consistency. Vans does well in dedicating a website to Mexico. However, the meta data related to its homepage remain in English, a minor yet visible inconsistency.
And, a good transcreation service prevents other errors or inconsistencies.
Advantages of Transcreation
- Transcreation addresses the marketing aspect of translated copy. You copy to compel the reader to purchase.
- Transcreation preserves a brand’s tone and intent. A direct or literal translation may err in relaying the correct message.
- Translation is reactive and transcreation is proactive. Often, the process starts with a style guide.
- A Spanish transcreation service isn’t going to leverage neutral Spanish or Spanglish.
- Transcreation services are result oriented versus task oriented.
- Transcreation acts like a liaison, connecting brands to other cultures and countries.
Further Reading:
Why and How to Create a Style Guide
English-to-Spanish Translation Tips
Altura specializes in Spanish translation. We know most clients really want transcreation. We have a team well-versed in the Spanish language as well as many facets of Hispanic marketing – Spanish SEO, PPC, and content marketing. Let’s talk Spanish translation.
