Linguistic Alchemy: Bridging Cultures Through Transcreation
Today, translation is often seen as a straightforward process of transferring words from one language to another—what we call literal translation—rather than as a creative endeavor. This perception has led to the widespread adoption of the term “transcreation,” which provides a more accurate description of what translators actually do on a daily basis. So, what is transcreation?
Among the various definitions provided by different authors, one describes transcreation as a “complex, dichotomous, and cumulative process that involves a set of activities drawing upon multiple disciplines, mainly those related to language, writing, linguistics, and culture.” Others define it as a process of interlinguistic communication that includes not only the interaction of languages but also the interplay of cultures.
According to the renowned Russian linguist Roman Jakobson, there are three types of translation:
1. Intralingual translation or rewording: An interpretation of verbal signs using other signs in the same language.
2. Interlingual translation or translation proper: An interpretation of verbal signs using some other language.
3. Intersemiotic translation or transmutation: An interpretation of verbal signs using nonverbal sign systems.
Translators often highlight the creative aspect of their daily work. Ann Handley emphasizes that “transcreation is not just about translating words; it’s about capturing the essence, tone, and emotion of the original message.” Therefore, creativity and a profound knowledge of languages and cultures are essential.
When transcreation comes into play, it manifests as linguistic alchemy. Just as alchemists sought to turn base metals into pure gold, linguistic alchemists aim to transform words and ideas from one language to another while preserving the nuances of the original message. This concept aligns with Jakobson’s notion of intersemiotic translation.
In the realm of marketing communications, providing messages that eliminate barriers to understanding between communities is essential. These messages are intended to reach broader and more diverse audiences while remaining highly customized. The creativity of transcreation enables professionals to deliver messages that preserve the essence of the original content.
Transcreation requires four fundamental elements:
• Adapting content in a creative manner.
• Selecting terms carefully to prioritize the intended effects.
• Customizing content to engage diverse audiences.
• Adding value beyond mere word-for-word translation.
Translators develop unique strategies for effective transcreation. For instance, renowned translator Joaquín Álvarez Barrientos highlights the importance of thinking like a copywriter, especially when translating a humorous ad campaign. In a campaign aimed at Spanish speakers, he might replace a pun that works in English with a culturally relevant joke that resonates better with the target audience. He refers to this approach as “cultural alchemy,” as previously mentioned, where the translator blends language and creativity to create content that feels both familiar and engaging.
In conclusion, we can assert that translators are not merely linguists but creators in their own right. As translator Lydia Davis states, translation is about “making a whole culture intelligible.” Thus, transcreation serves as a vital tool for conveying the emotional nuances of messages and meeting the ever-increasing demand for effective cross-cultural communication. In our globalized world, transcreation is essential for bridging different cultures and fostering understanding.
