![\"Mickey](\"https:\/\/multilingual.com\/wp-content\/uploads\/2024\/06\/shutterstock_1234613443-scaled-e1719260457349.jpg\" "\\"Mickey")
<\/a><\/figure>\n\n\n\n\u201cImagineering,\u201d a portmanteau of \u201cimagination\u201d and \u201cengineering,\u201d was coined and trademarked by Disney<\/a> in 1989. The term and its underlying principle \u2014 \u201cif it can be dreamt, it can be built\u201d \u2014 has propelled Disney\u2019s theme parks to unmatched success for decades. The secret sauce is in the ideation and the actualization of \u201cwild,\u201d creative imagination, with the sky being the only limit. <\/p>\n\n\n\n As Walt Disney said, \u201cDisney will never be completed, as long as there is imagination left in the world.\u201d Philosophies like Disney\u2019s underscore the need for imagineers in the language industry as well. In an era defined by creative content and cutting-edge technology, the language industry can certainly make use of imagineering. <\/p>\n\n\n\n With endless possibilities, a prescriptive approach to translating creative content can be counterproductive and can diminish the prospects for global connectivity. We need recreation, not replication \u2014 and thankfully, the solution lies in \u201ctranscreation<\/a>.\u201d Also known as creative translation, transcreation is a fusion of \u201ctranslation\u201d and \u201ccreation,\u201d and is the adaptation of textual, visual, and audiovisual content in a fashion that makes the final product resonate globally, thereby transcending cultural and linguistic barriers. <\/p>\n\n\n\n Transcreation is both an art and a science. Like in medicine, \u201c1+1\u201d does not always equal \u201c2\u201d in transcreation. For example, Coca-Cola\u2019s slogan, \u201cShare a Coke\u201d was transcreated and tailored to meet the specific needs of target cultures in a culturally sensitive fashion, contributing to the company\u2019s significant success. It is recreating, rather than merely replicating the slogan and other marketing materials, that has helped Coca-Cola quench many thirsts around the world. <\/p>\n\n\n\n When transcreating, linguists should prioritize preserving the impact, not the words, of the source content. The touchstone of a successful transcreation endeavor is whether the target content creates the same experience and emotions for target users, similar to those of the original audience. Imagineering, with its focus on creating experiences and emotions, aligns perfectly with this goal. <\/p>\n\n\n\n Fortunately, the opportunity to integrate imagineering into the transcreation practice is right before our eyes, and we should seize it. <\/p>\n\n\n\n Recent years have brought about an unprecedented proliferation of cutting-edge technology, including within the language industry. The foreseeable future will yield even more advanced and sophisticated technology that will continue to shape our industry and practice. Training large language models (LLMs)<\/a> to minimize translation time, for instance, was once just a figment of someone\u2019s imagination. Today, it is<\/em> a reality. Translation engines, artificial intelligence (AI)<\/a> systems, and translation environment tools (TEnTs) are used to enhance the efficiency, accuracy, profitability, and affordability of our translation services. <\/p>\n\n\n\nCreative content<\/h3>\n\n\n\n
Technological advancements<\/h3>\n\n\n\n