What makes Snickers, Snickers Around the World?

What makes Snickers, Snickers Around the World?

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In USA: Who are you when you’re hungry?

In UK: Oh Deer, it’s hard to spel when you’re hungry

In the middle East: You’re not the same when you are hungry

Three different phrases, slogans, yet they reflect the same message; you need to grab a bite of Sinkers when you are hungry to act yourself again.

Unifying the message to connote the same meaning in the whole world isn’t with an easy moving process. Speaking of moving, let’s first understand what does the word “Translate” mean.

Translation:  “to remove from one place to another,” also “to turn from one language to another,” from Old French translater and directly from Latin translatus “carried over,” serving as past participle of transferre “to bring over, carry over.

But translation in the case of Snickers isn’t really the perfect solution. The secret word of Snickers is: Transcreation, and that’s what we are going to discuss in this article.

 The etymology of the word is: to carry over with creation. Upon this Wikipedia explains further, “Transcreation” is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. A successfully trans-created message evokes the same emotions and carries the same implications in the target language as it does in the source language. And this is exactly how Sinkers transcended the barriers of language and culture.

But, is it the same as marketing?

The answer is No; however, it’s one phase of the marketing process. Transcreation has two forms: copywriting and content creating, which we will differentiate between them in later articles.

So all I need is to be a writer? Nope! That’s not “ALL”. But further,

  1. You need to be an ambitious writer with the ability to learn, as you will adapt your message to the other culture.
  2. Familiarize yourself with the source text and the connotations held behind words.
  3. Read more about the matter.
  4. Analyze the target market needs to concentrate your message.
  5. Learn more about how they say it in the target culture concerning the structure, and the tone.

Nevertheless, to make a good copy, you need to acquire some skills.  And here, we state some:

نتيجة بحث الصور عن ‪research skills‬‏

  1. Mastering both languages: source and target, and their cultures.
  2. Wide knowledge of both languages vocab and styles.
  3. Research skills
  4. Refined writing skills
  5. Ability to reform and create

N.B: It’s okay if your first copy wasn’t as expected; read more, write more.  Needless to say that it’s a highly demanded profession nowadays. Just a little persistence will make it perfect.

In a nutshell, adapting cultures to convey a meaning to another isn’t with the easy kick. However, with some skills and curiosity, you will be able to create after chewing on the source text.

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