{"id":112729,"date":"2021-06-14T18:50:43","date_gmt":"2021-06-14T18:50:43","guid":{"rendered":"https:\/\/www.trustedtranslations.com\/?p=112729"},"modified":"2022-02-10T16:48:35","modified_gmt":"2022-02-10T16:48:35","slug":"traduction-marketing-vs-transcreation","status":"publish","type":"blog","link":"https:\/\/www.trustedtranslations.com\/fr\/blog\/traduction-marketing-vs-transcreation","title":{"rendered":"Traduction marketing vs transcr\u00e9ation"},"content":{"rendered":"

<\/p>

Les bonnes traductions ne se limitent pas \u00e0 transcrire le sens litt\u00e9ral d\u2019un texte dans un autre. Le type de traduction automatique fourni par Google Traduction ne suffit pas lorsqu’il s’agit de transmettre des subtilit\u00e9s de sens, de ton de voix et de culture d’une langue \u00e0 une autre.<\/p>

Nulle part cela n’est plus important que dans le marketing<\/em><\/a>. Les consommateurs savent quand un message est condescendant ou une imitation artificielle qui tente, en vain, de cr\u00e9er un lien \u00e9motionnel. La plupart du temps, c’est parce qu’on n\u2019a pas tenu en compte les subtilit\u00e9s des cultures individuelles.<\/p>

Il y a deux fa\u00e7ons d’aborder cela : une traduction professionnelle de haute qualit\u00e9 ou ce qu’on appelle transcr\u00e9ation<\/em>. Voici une br\u00e8ve description de ces deux concepts\u00a0:<\/p>

La traduction<\/strong> est la transmission du sens d’une langue \u00e0 une autre avec toutes ses nuances. Traditionnellement, cela a \u00e9t\u00e9 l’approche la plus courante, car non seulement la signification des mots individuels est transmise, mais en plus le contenu \u2014\u00a0c’est-\u00e0-dire les expressions idiomatiques, le style et le registre\u00a0\u2014 est adapt\u00e9 pour qu’il soit plus appropri\u00e9.<\/p>

La transcr\u00e9ation<\/strong> va encore plus loin. On remplace les r\u00e9f\u00e9rences sp\u00e9cifiques d\u2019une culture par des \u00e9quivalents dans une autre culture qui transmettent le m\u00eame sentiment ou nuance. Bien que cette approche cr\u00e9ative ait \u00e9t\u00e9 particuli\u00e8rement en vogue au XXIe si\u00e8cle, le terme \u00ab\u00a0transcr\u00e9ation\u00a0\u00bb fut cr\u00e9\u00e9 en 1962 par le chercheur et traducteur indien Purushottama Lal<\/a>.<\/p>

Lal d\u00e9crivait la modernisation et la mise \u00e0 jour d\u2019anciens textes \u00e9crits en sanskrit dont un public du XXe si\u00e8cle ne comprendrait pas le sens.<\/p>

\"\"<\/a><\/p>

La transcr\u00e9ation dans le marketing<\/em><\/strong><\/p>

En marketing<\/em>, vous devez vous concentrer sur votre public cible. Quelle id\u00e9e souhaitez-vous leur transmettre ? Qui sont-ils, principalement ? Traduisez-vous \u00e0 travers des fronti\u00e8res culturelles, socio-\u00e9conomiques ou d\u00e9mographiques ? Si tel est le cas, la transcr\u00e9ation garantira que votre texte est centr\u00e9 sur votre public cible.<\/p>

Un bon exemple est le changement de marque de l\u2019Homme araign\u00e9e<\/a> pour le march\u00e9 indien. Le vrai nom de l\u2019Homme araign\u00e9e indien est Pavitr Prabhakar, et il porte un dhoti quand il n’est pas dans son costume embl\u00e9matique. Il combat un rakshasa, un d\u00e9mon de la tradition hindoue, plut\u00f4t que le Bouffon vert. Ce type de transcr\u00e9ation fait sentir aux lecteurs que la bande dessin\u00e9e leur appartient.<\/p>

Une transcr\u00e9ation<\/a> peut commencer par un texte commercial, mais elle peut \u00e9galement incorporer des slogans, des jingles, du branding et du contenu audiovisuel.<\/p>

Cela peut \u00e9galement vous aider \u00e0 \u00e9viter des erreurs co\u00fbteuses, comme lorsque Puma a offens\u00e9 les \u00c9mirats Arabes Unis<\/a> en utilisant les couleurs de leur drapeau pour le lancement d\u2019un nouveau produit. Consulter quelqu’un avec des connaissances culturelles aurait pu \u00e9viter ce faux pas.<\/p>

Pour \u00e9viter des probl\u00e8mes similaires, il est pr\u00e9f\u00e9rable de commander une transcr\u00e9ation, dans laquelle on tient en compte l’intention du contenu et ce que vous souhaitez communiquer. Engagez une agence professionnelle et exp\u00e9riment\u00e9e<\/a> qui vous assurera de ne pas manquer d\u2019opportunit\u00e9s et de ne pas commettre un faux pas.<\/p>

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