http://www.jbistudios.com/transcreation/ |A global marketing campaign should convey powerful messages that resonate with viewers in diverse cultures and languages. An accurate translation is not enough. Learn what is different about multimedia transcreation and how localization services help your products connect with audiences around the globe.

1. Benefits of
Multimedia
Transcreation
How Can I Use It and
What Is It Anyway?

2. Multimedia Marketing
for a Global Economy
• Carefully crafted marketing localization
opens the door to buyers in different
locations around the world. A global
campaign is tasked with conveying
powerful messages that resonate on a
personal level—easier said than done.
• Transcreation is a highly skilled step that
brings translation to the next level,
recreating original content in a localized,
culturally relevant way when straight
translation cannot fully convey the
intended meaning.
• Transcreation is a more direct transfer of
information from one language to another,
with a focus on maintaining a similar tone
and style to the original. Translators draw
on specialized knowledge to adapt to local
idioms, slang, and cultural sensitivities.

3. Multimedia and Transcreation
Benefits
• Multimedia production is less costly and
easier to produce than ever before. High
impact video, voice, and animation are
now easily distributed to your target
users.
• Audio, video, and multimedia localization
for additional languages is a complex
process including elements like content,
voice-over, graphics, and documentation.
Linguists who specialize in transcreation
go a step further and recreate the “story”
in a new context.
• Transcreation is often the best choice for
multimedia projects, allowing for
complexities of adapting content to the
target locale with different themes while
conveying the original intent. Content is
adjusted to local customs, while perfectly
blending tone, pacing, and local idioms in
the final product.

4. E-Learning
and Transcreation
• eLearning audio and video products rely on
expert services to render training and
learning material effectively in target
languages.
• Experienced providers like JBI Studios are
essential in adapting messages through
transcreation. Video in particular is a delicate
process. It demands that audio is perfectly
timed to synch with visuals.
• The end translation will be affected
accordingly, requiring changes in syntax,
gender and length to seamlessly blend the
many elements required, such as voice-over,
dubbing, subtitles, and more.

5. When Good
Translation
Goes Bad
• Examples of misfired, well-intentioned marketing
slogans are plentiful. Some of the best—or
worst—come from introductions to China’s
massive market, where language and culture are
as far from Western norms as possible.
• A favorite marketing horror story dates to the
late 1980s, when KFC introduced their “finger-lickin’
good” chicken with a translated message
that suggested customers “eat your fingers off.”
Eventually, KFC recovered from this stumble, but
not without significant loss of revenue, and
lingering damage to their image.
• Marketers and training professionals must be
hyper-sensitive to cultural differences and
nuances of communication, and adapt campaigns
and learning materials accordingly. Transcreation
could have led KFC to develop a new, locally
relevant campaign, saving lost revenues and
advancing their presence in China more quickly.

6. When Should You Use
Green Screen
Transcreation?
• When is green screen the right choice?
Given the higher cost, it pays to think
carefully about your budget. Does your
video need to create a world that
invites the audience in?
• If the video needs to be culturally
immersive, placing characters in
authentic surroundings and seeing
them interact, then transcreation will
be crucial to engaging your audience.
• Besides, traditional methods can add
up too, if you layer on enough of them
to achieve a comparable impact.

7. How to Achieve
High Quality
Multimedia with Transcreation
Multimedia development and transcreation
each require highly specialized talents and
skills. Choose a service with deep experience
integrating both sides for maximum impact.
Look for a provider that can:
• Integrate their services with your current
LSP (language service provider).
• Deliver expert, fluent, native speaking
talent as well as voice-over directors.
• Strictly adhere to consistent script
formatting and language standards.
• Deliver a full complement of engineers
and staff adept with state-of-the-art
technology for fast turnaround of high
quality production.

8. Transcreation
vs.
Translation
• Often, it is not enough to simply provide
an accurate translation. Creative
translation—or transcreation—must
achieve the same goals as the original
material in order to do the job. Messages
should resonate with the new market,
and convey the original intent.
• Videos for eLearning, marketing, or other
needs can be localized using traditional
translation methods, like subtitles,
dubbing, and voice replacement. In some
situations, though, it is best to step it up a
notch to green screen transcreation.
• Working with an experienced provider
like JBI Studios, you can achieve the
highest quality outcome and gain cost-saving
tips, like changing out only
selected shots from the original video for
localization.

9. Since 1977, JBI Studios has been an industry leader in foreign language audio and video services for the
entertainment industry as well as for corporate clients.
Offering professional multimedia transcreation, dubbing, subtitling, narration, and production to the
entertainment industry, they continue to be the leaders in their field. For more information on our services,
please visit us at: www.jbistudios.com, or call (818) 592-0056.