Transcreation vs. Translation: Which is More Effective for Japanese Marketing?
Marketing in any territory demands a carefully conceived and tailored approach. Japan presents specific challenges courtesy of the unique culture of the country. Crafting the right content is vital if marketing messages are to connect with the Japanese audience and then deliver sales.
Content that would be highly effective in the West may fail to resonate in Japan. For this reason, it is often necessary to move beyond translation and to utilise transcreation instead.
But what is transcreation and when should you consider using this approach when marketing to a Japanese audience?
What is transcreation?
Translation is the art of replacing words in one language with corresponding words in another language. Of course, professional translators will also localise source texts when necessary. Literal translations of cultural references and idioms would often deliver content which at best fails to resonate with a new audience and at worst simply wouldn’t be understood. However, even when heavily localised, translated text and content remains largely faithful to the source material.
Transcreation, as the term suggests, is a more creative endeavour. Transcreators use their writing skills and cultural knowledge to produce new original content but while maintaining the concept, tone and intent of the original material. They work to a creative translation brief rather than with the source material. Their deep understanding of how the target audience or target market thinks and behaves enables them to craft content that inspires.
When is transcreation the best approach?
Translation is suitable for informative and factual material but transcreation represents a better approach when it is necessary to inspire an emotional response. If it is how your readers feel about your content that matters rather than what they learn, then transcreation is the way to go.
So, which Japanese marketing content can be translated, and which should be transcreated?
Slogans and catchphrases: transcreation
Short snippets and soundbites such as slogans are incredibly important elements of any marketing campaign. They must be both attention-grabbing and memorable. Slogans and catchphrases often feature metaphors, plays on words and idioms, all of which will usually involve culturally specific references. It is almost impossible to achieve effective translations of slogans. Transcreation is a far better option.
Videos and TV advertising: transcreation
Marketing materials such as videos and tv adverts are generally short in duration. Both the imagery and the words must boast instant impact. As this type of content often utilises slogans and/or casual language, literal translations can result in inappropriate language and messages that lack punch. Words and images must be culturally relevant and of instant appeal. The best results will be achieved via transcreation.
Brand names and product names: transcreation
Your choice of brand name or product name could prove vital to your success. But what works in one country could completely fail in another. It is certainly worth researching the meanings of your chosen names in the target language. Enormous potential exists for the ruination of your brand’s image or even to cause offense to a new audience. For instance, Apple chose “Siri” as the product name for the iPhone personal assistant. But the word Siri means “male genitals” in Georgia! Transcreation is often the best approach when tackling brand and product names.
The naming of products and brands in Japan presents unique challenges. Multiple writing systems make even choosing the right characters difficult as each writing system boasts its own connotations. In addition, Japanese consumers are used to and are often accepting of obvious “foreignness” such as Latin characters. Indeed, foreignness can inspire a sense of modernity or sophistication.
It is essential to identify what is the strategic positioning of a brand and the brand’s attributes that must be emphasized. The naming practices in the industry should also be explored. The appropriate choice of writing system and degree of foreignness varies from one industry to another. Foreignness works well for fashion but not for traditional Japanese products.
Creative content: transcreation
Most forms of creative content including blog posts, social media posts and some infographics will benefit from transcreation projects. These forms of content are hooks that must quickly capture the interest of the target audience and fully engage readers. It would be hard to gain and maintain interest without the use of culturally relevant references and information. Traditions, trends and appropriate stylistic approaches vary greatly from one country to another. Transcreation enables writers to reimagine material so that it better resonates with a new audience.
Headlines and titles are particularly important and can dictate whether the audience reads a post or not. As with slogans, headlines and titles tend to feature metaphors, plays on words and idioms which don’t tend to lend themselves to literal translations. Even the most the most effective translation could prove ineffective or off-putting.
Product descriptions: translation
Product descriptions do boast elements of creativity but are essentially factual pieces. They are suitable for simple translation but may require some degree of localisation.
Instructions and technical content: translation
When content is confined to factual information and/or technical details, no creativity Is required in rendering the material in another language. In addition, it is important to remain faithful to the source material rather than to lend creativity to it. Translation is the only appropriate option.
Press releases: translation
Press releases are statements of fact and so should be translated but some degree of localisation may be required for those statements to resonate in a new territory.
What is the transcreation process?
Your language service provider (LSP) can help you to decide which material is ideal for transcreation. The process is broadly as follows:
Content is assessed to identify elements of source material that are unsuitable for translation and so require transcreation.
You should advise your provider of the creative concept, the actions you wish to inspire and the demographic of your target audience.
Your LSP will evolve a brief for their transcreation professionals identifying your concept, aims, required tone and specific target audience.
Skilled transcreators will use their writing skills and cultural knowledge together with detailed research to craft new content.
New content is carefully reviewed to ensure that it adheres to your brief and is both factually correct and appropriate. Backtranslations may be utilised to verify that new content renders suitable meanings for slogans, idioms and metaphors.
You will receive proofs of transcreated content for review.
Marketing translation and transcreation Japan - Conclusions
It is vital to gain a detailed understanding of how Japanese consumers think and behave. Content should be created accordingly.
Transcreation enables you to retain the intent and style of your marketing messages while benefitting from content that will better appeal to your Japanese audience. The skills of transcreators can help you to inspire trust by showing a deeper understanding of your audience’s culture and preferences. Your Japanese audience will be engaged with your messages and will feel comfortable with your brand. Better still, culturally inappropriate expressions and references can be avoided to prevent misunderstandings and offense.
