Wednesday, December 26, 2018

Transcreation: translators are also authors

In the Pindar Movie Inside Out (intensely, in Spanish), there is a scene in which Riley refuses to eat broccoli. This scene, it is entirely understandable and consistent to the Western public, was modified for the launch in Japan. In that country, the broccoli was replaced by pepper. The reason is simple: Japanese children love broccoli and hate the pepper. In another scene, the father of Riley is thinking in hockey or soccer, depending on what country the film is being projected.
These changes on the source material is called transcription, one of the edges of the location. As the name suggests, refers to the creative process that takes place in the translation so that the target text adapts best to the different types of cultures. Transcription requires the translator to be creative and think beyond the issues of language, to understand perfectly what elements work and which not in the target language. Requires that it is original, since you can introduce elements that are not present in the source text, but always respecting the original idea.

As we mentioned at the beginning, Pindar is a great example of transcription. Most of his films have located all the texts which are part of the scenario. Other companies follow his example: in the version of Lithuanian of Garfield, the favorite dish of the cat is not the lasagna, but the Kigali, a famous dish of this country based on Pope. 
There are other less happy examples of transcription, the name given in Spain of the filmEternal Sunshine of the Spotless Mind. In the country of the continent, were forget me!, a title that trivializes the drama that represents the film. Another example that fails to convince is the electroplate dubbing (for Argentina and Uruguay) The Incredible (The Incredible) and its constant references to places of Buenos Aires, since many streets and locations, something that can be named be perplexing, since clearly the film does not pass in Argentina. More disconcerting yet it must have been for Uruguayan audiences or those of other provinces of Argentina, who have never visited Buenos Aires.
trans creation is a resource of crucial translation in certain instances; especially in audiovisual works, marketing and advertising. At Trusted Translations, we can achieve that all cultures understand the message of our customers, we have the experience and the translators to make that original meaning intact in the target language.