Transcreation

Transcreation for the Greek and German market

Transcreation is a creative process that goes beyond translation. A marketing slogan or jingle requires transcreation because a mere translation will most likely not work in the target language; it will sound “translated”. Furthermore, a poem will definitely need transcreation to make it rhyme in the target language.

Think about the title of your favorite book, movie or marketing slogan in your native language. Has it been translated or transcreated into your native language? It is probably transcreated if it has little to do with the original movie title.

Transcreation examples

Movie title transcreation example

Original title: “The Shawshank Redemption” (source: IMDb.)

English

“The Shawshank Redemption”

Movie poster "The Shawshank Redemption".

German

“Die Verurteilten”

Movie poster "Die Verurteilten (original: The Shawshank Redemption)".

Greek

“Τελευταία έξοδος: Ρίτα Χέιγουορθ”

Movie poster "Τελευταία έξοδος: Ρίτα Χέιγουορθ (The Shawshank Redemption)".

Book title transcreation example

Original title: “Staring at the Sun” by Irvin D. Yalom (source: Amazon)

English

“Staring at the Sun: Overcoming the Terror of Death”

Book cover: "Staring at the Sun" by Irvin Yalom.

German

“In die Sonne schauen: Wie man die Angst vor dem Tod überwindet”

Titelseite des Buches: "In die Sonne schauen: Wie man die Angst vor dem Tod überwindet" (Staring at the sun) by Irvin Yalom.

Greek

“Στον κήπο του Επίκουρου: Αφήνοντας πίσω τον τρόμο του θανάτου”

Book cover "Στον κήπο του Επίκουρου" (Staring at the Sun) by Irvin Yalom.

Marketing slogan transcreation example

The German lyrics of the HARIBO slogan were adapted to the local culture of each country, keeping the characteristic melody. The following examples have been retrieved from Wikipedia.

German

“Haribo macht Kinder froh – und Erwachsene ebenso.”

English

“Kids and grown-ups love it so – the happy world of Haribo.”

Italian

“Haribo è la bontà, che si gusta ad ogni età.”

French

“Haribo c’est beau la vie, pour les grands et les petits.”

Greek

“Haribo δίνει χαρά σε μεγάλους και παιδιά.”

Turkish

“Çocuk ya da büyük ol, Haribo’yla mutlu ol.”

Spanish

“Vive un sabor mágico, ven al mundo Haribo.”

Hungarian

“Gyermek, felnőtt kedve jó – édes élet, Haribo.”

Note: All logos, trademarks and copyrights in the above examples belong to their owners. Any third-party images or screenshots are used for illustrative purposes only.

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