TRANSCREATION: A NEW APPROACH IN PROMOTING THROUGH TRANSLATION AND CREATIVITY

Fikry Prastya Syahputra, Ely Hayati Nasution, Rudiansyah Rudiansyah

Abstract

Abstract: This study aims to identify how the transcreation pattern of an imported product advertisement that is considered successful in its market. The method used is the qualitative descriptive method. The object of research is Indomie ads in Indonesia and Nigeria version. Both ads are analysed in multimodal elements, in the form of textual, visual, audio, gestural, and spatial. Based on the multimodal analysis result, transcreation patterns emerged by comparing the visual, verbal, and cultural aspects. Furthermore, the comparison of the multimodal elements of both versions directed the transcreation pattern of the Nigerian version of the Indomie ad in the form of; (i) Verbal Aspects; Highlighting the benefits of the product (delicious and healthy). (ii) Visual Aspects; Displays a message of togetherness between mother and child in accordance with the cultural aspects raised. (iii) Cultural Aspects; Criticism on women's discrimination (in accordance with the circumstances in which the product is sold). From this result, it is concluded that multimodal elements influence transcreation as well as contributed to a better translation approach. The discovery of transcreation patterns from translation products is expected to assist in the development of multimodal studies and transcreation. More specifically it can help the creative economy in Indonesia.

Keywords

transcreation; multimodal; indomie; advertisement

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