{"id":113473,"date":"2021-06-14T19:37:07","date_gmt":"2021-06-14T19:37:07","guid":{"rendered":"https:\/\/www.trustedtranslations.com\/?p=113473"},"modified":"2023-01-26T12:40:23","modified_gmt":"2023-01-26T15:40:23","slug":"traduccion-de-marketing-vs-transcreacion","status":"publish","type":"blog","link":"https:\/\/www.trustedtranslations.com\/es\/blog\/traduccion-de-marketing-vs-transcreacion","title":{"rendered":"Traducci\u00f3n de marketing vs transcreaci\u00f3n"},"content":{"rendered":"<p><\/p><p>El valor de las traducciones va m\u00e1s all\u00e1 de transcribir el sentido literal de un texto a otro. El tipo de traducci\u00f3n autom\u00e1tica que provee Google Traductor no es suficiente para transmitir las sutilezas de sentido, tono de voz y cultura de una lengua a otra.<\/p><p>En ninguna parte es m\u00e1s importante esto que en el <a href=\"https:\/\/www.trustedtranslations.com\/es\/industrias\/marketing\" target=\"_blank\" rel=\"noopener\"><em>marketing<\/em><\/a>. Los consumidores saben qu\u00e9 mensajes son condescendientes y qu\u00e9 mensajes son una imitaci\u00f3n artificial que intenta forjar una conexi\u00f3n emocional pero no lo logra. Gran parte de las veces esto se debe a que las sutilezas de distintas culturas se pasan por alto.<\/p><p>Hay dos formas de abordar esto: una traducci\u00f3n profesional de alta calidad o lo que se conoce como la <a href=\"https:\/\/es.wikipedia.org\/wiki\/Transcreaci%C3%B3n\" target=\"_blank\" rel=\"noopener\"><em>transcreaci\u00f3n<\/em><\/a>. Este es un desglose de los dos conceptos:<\/p><p>La <strong>traducci\u00f3n<\/strong> es la transmisi\u00f3n del sentido de una lengua a otra con todos sus matices. Tradicionalmente, este ha sido el abordaje m\u00e1s com\u00fan, ya que no solo se transmiten los sentidos de palabras individuales, sino que se trata de adaptar el contenido, es decir, los modismos, el estilo y el registro, para que sean m\u00e1s apropiados.<\/p><p>La <strong>transcreaci\u00f3n<\/strong> va m\u00e1s all\u00e1 de la traducci\u00f3n. Este tipo de trabajo reemplaza referencias culturales espec\u00edficas de una cultura con sus equivalentes en otra para transmitir la misma sensaci\u00f3n o matiz. Aunque este abordaje creativo se ha visto muy de moda en el siglo XXI, el t\u00e9rmino fue acu\u00f1ado en 1962 por el traductor y acad\u00e9mico indio <a href=\"https:\/\/en.wikipedia.org\/wiki\/Purushottama_Lal\" target=\"_blank\" rel=\"noopener\">Purushottama Lal<\/a>.<\/p><p>Lal describ\u00eda la acci\u00f3n de modernizar y actualizar textos cl\u00e1sicos escritos en s\u00e1nscrito, cuyos conceptos no se entend\u00edan en el siglo XX.<\/p><p><img decoding=\"async\" src=\"https:\/\/www.trustedtranslations.com\/wp-content\/uploads\/2021\/06\/Indian-Spiderman.jpg\"><img decoding=\"async\" class=\"size-full wp-image-15628 alignleft\" src=\"https:\/\/www.trustedtranslations.com\/wp-content\/uploads\/2021\/06\/Indian-Spiderman.jpg\" alt=\"\" width=\"268\" height=\"372\" \/><\/a><\/p><p><strong>La transcreaci\u00f3n en el <em>marketing<\/em><\/strong><\/p><p>En el <em>marketing<\/em>, es necesario enfocarse en el p\u00fablico meta. \u00bfCon qu\u00e9 idea queremos que se queden? \u00bfQui\u00e9nes son? \u00bfLa traducci\u00f3n atraviesa barreras culturales, socioecon\u00f3micas u otras barreras demogr\u00e1ficas? De ser as\u00ed, un abordaje de transcreaci\u00f3n nos asegurar\u00e1 que el texto comercial se enfocar\u00e1 efectivamente en el p\u00fablico meta.<\/p><p>Un buen ejemplo de esto es la modificaci\u00f3n de la marca del <a href=\"https:\/\/es.wikipedia.org\/wiki\/Spider-Man:_India\" target=\"_blank\" rel=\"noopener\">Hombre Ara\u00f1a<\/a> en India. El Hombre Ara\u00f1a indio se llama Pavitr Prabhakar y usa dhoti cuando no lleva puesto su disfraz. Y no pelea con el Duende Verde, sino con un r\u00e1ksasa, un demonio de la tradici\u00f3n hind\u00fa. Este tipo de transcreaci\u00f3n hace que los lectores sientan que la historieta les pertenece.<\/p><p>Una <a href=\"https:\/\/www.trustedtranslations.com\/es\/servicios\/humano\/transcreacion\" target=\"_blank\" rel=\"noopener\">transcreaci\u00f3n<\/a> puede comenzar con un texto comercial, pero tambi\u00e9n puede incorporar esl\u00f3ganes, <em>jingles<\/em><em>, <\/em>marcas y contenidos audiovisuales.<\/p><p>Puede ser \u00fatil para evitar errores costosos, como, por ejemplo, cuando Puma <a href=\"https:\/\/arteysport.com\/2011\/11\/30\/homenaje-de-puma-a-los-emiratos-arabes-termina-en-escandalo\" target=\"_blank\" rel=\"noopener\">ofendi\u00f3 a Emiratos \u00c1rabes Unidos<\/a> al usar los colores de su bandera para el lanzamiento de unas zapatillas. De haber consultado con un experto en la cultura local, el malentendido podr\u00eda haberse evitado.<\/p><p>Para evitar problemas similares, es mejor elegir un abordaje de transcreaci\u00f3n, en el que se tiene en cuenta la intenci\u00f3n de los contenidos y lo que se desea comunicar. Contrate una <a href=\"https:\/\/www.trustedtranslations.com\/es\/industrias\/marketing\" target=\"_blank\" rel=\"noopener\">agencia experimentada y profesional<\/a> para asegurarse de no perder ninguna oportunidad y para evitar faux pas culturales.<\/p><p><\/p><p><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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