{"id":15598,"date":"2022-01-31T08:36:36","date_gmt":"2022-01-31T07:36:36","guid":{"rendered":"https:\/\/skrivanek.cz\/?p=15598"},"modified":"2024-04-10T13:35:08","modified_gmt":"2024-04-10T11:35:08","slug":"preklad-nebo-transkreace-jaky-je-v-tom-rozdil","status":"publish","type":"post","link":"https:\/\/skrivanek.cz\/cz\/blog\/preklad-nebo-transkreace-jaky-je-v-tom-rozdil\/","title":{"rendered":"P\u0159eklad, nebo transkreace? Jak\u00fd je v tom rozd\u00edl?"},"content":{"rendered":"

P\u0159edstavte si, \u017ee m\u00e1te firmu, kter\u00e1 pr\u00e1v\u011b otev\u00edr\u00e1 novou pobo\u010dku v\u00a0zahrani\u010d\u00ed. Ji\u017e m\u00e1te p\u0159ipraven\u00fd n\u00e1vrh webov\u00fdch str\u00e1nek, produktov\u00e9 let\u00e1ky i bro\u017eury a pot\u0159ebujete v\u0161e p\u0159ichystat pro cizokrajn\u00e9 publikum.<\/p>\n

Dal\u0161\u00edm logick\u00fdm krokem m\u016f\u017ee b\u00fdt p\u0159eklad text\u016f<\/a> do c\u00edlov\u00e9ho jazyka. V\u00a0n\u011bkter\u00fdch p\u0159\u00edpadech je to bezpochyby pravda. Nicm\u00e9n\u011b \u010dasto je m\u00edsto p\u0159ekladu pot\u0159eba tzv. transkreace. Poj\u010fme si vysv\u011btlit, v\u00a0\u010dem je rozd\u00edl.<\/p>\n

P\u0159eklad, jak ho zn\u00e1me<\/strong><\/h5>\n

P\u0159eklad je proces, p\u0159i kter\u00e9m lingvista p\u0159ev\u00e1d\u00ed texty co mo\u017en\u00e1 nejp\u0159esn\u011bji z v\u00fdchoz\u00edho do c\u00edlov\u00e9ho jazyka. Jde o to p\u0159en\u00e1\u0161et ur\u010dit\u00e1 slova do dan\u00e9ho jazyka s co nejmen\u0161\u00ed m\u00edrou interpretace nebo z\u00e1sah\u016f. Prost\u00fd p\u0159eklad je pot\u0159eba pro pr\u00e1vn\u00ed dokument<\/a> nebo technick\u00fd v\u00fdklad<\/a>. V\u00fdznam, kter\u00fd se sna\u017e\u00edme p\u0159edat, m\u00e1 co do \u010din\u011bn\u00ed s konkr\u00e9tn\u011b zvolen\u00fdmi slovy. D\u016fle\u017eit\u00e9 je tak\u00e9 po\u0159ad\u00ed, v jak\u00e9m jsou naps\u00e1na v\u010detn\u011b p\u0159\u00edpadn\u00e9 speci\u00e1ln\u00ed terminologie.<\/p>\n

Transkreace neboli tv\u016fr\u010d\u00ed p\u0159eklad<\/strong><\/h5>\n

Na druhou stranu proces transkreace samotn\u00fd p\u0159eklad p\u0159esahuje. Slovo transkreace lze jednodu\u0161e popsat jako kreativn\u00ed p\u0159eklad \u2013 tento po\u010de\u0161t\u011bl\u00fd v\u00fdraz poch\u00e1z\u00ed z\u00a0anglick\u00e9ho \u201etranscreation\u201c kombinuj\u00edc\u00edho slova \u201etranslation\u201c (p\u0159eklad) a \u201ecreation\u201c (tvorba). P\u0159ekladatel mus\u00ed b\u00fdt z\u00e1rove\u0148 copywriterem, lingvistou i znalcem m\u00edstn\u00ed kultury, tento proces toti\u017e spo\u010d\u00edv\u00e1 p\u0159edev\u0161\u00edm v\u00a0tv\u016fr\u010d\u00ed tvorb\u011b. U\u00a0text\u016f, kter\u00e9 maj\u00ed vyjad\u0159ovat humor, poetick\u00e9 nebo filozofick\u00e9 my\u0161lenky a v\u00a0tomto p\u0159\u00edpad\u011b budov\u00e1n\u00ed zna\u010dky produktu, pot\u0159ebujete n\u011bkoho, kdo va\u0161e my\u0161lenky p\u0159evede do ciz\u00edho jazyka, ani\u017e by se vytratil z\u00e1m\u011br a emoce p\u016fvodn\u00edho sd\u011blen\u00ed. Obvykle se jedn\u00e1 o tak rozs\u00e1hlou p\u0159em\u011bnu, p\u0159i n\u00ed\u017e dojde krom\u011b samotn\u00e9ho p\u0159ekladu k\u00a0\u00faprav\u011b st\u00e1vaj\u00edc\u00edch text\u016f, vlastn\u00edch jmen a symbol\u016f, rozvr\u017een\u00ed obsahu, grafiky, barev i hudby.<\/p>\n

Jak vid\u00edte, p\u0159i zad\u00e1v\u00e1n\u00ed po\u017eadavku na p\u0159eklad u va\u0161\u00ed obl\u00edben\u00e9 jazykov\u00e9 agentury<\/a> je vhodn\u00e9 tomuto rozd\u00edlu porozum\u011bt. Transkreace vy\u017eaduje mnohem v\u00edce \u010dasu i dovednost\u00ed nad r\u00e1mec p\u0159ekladatelsk\u00fdch schopnost\u00ed, a je proto logicky n\u00e1kladn\u011bj\u0161\u00ed. Jestli\u017ee v\u00e1m sta\u010d\u00ed pouze p\u0159eklad, nevyplat\u00ed se \u017e\u00e1dat o transkreaci.<\/p>\n

Pokud se v\u0161ak chcete prosadit v nov\u00e9 zemi, m\u016f\u017ee b\u00fdt pouh\u00e9 nahrazen\u00ed slov a obr\u00e1zk\u016f ekvivalenty z\u00a0c\u00edlov\u00e9ho jazyka a kultury pro v\u00e1\u0161 obchod katastrofou. Rad\u011bji hledejte kreativce a p\u0159ekladatele v\u00a0jedn\u00e9 osob\u011b, kter\u00fd porozum\u00ed va\u0161im kl\u00ed\u010dov\u00fdm z\u00e1m\u011br\u016fm a na z\u00e1klad\u011b toho vytvo\u0159\u00ed celek, kter\u00fd bude v\u00a0nov\u00e9 kultu\u0159e funk\u010dn\u00ed.<\/p>\n

10 bod\u016f pro kvalitn\u00ed brief (zad\u00e1n\u00ed pro tv\u016fr\u010d\u00ed p\u0159eklad)<\/strong><\/h5>\n

Kdy\u017e u\u017e v\u00edte, co chcete, obra\u0165te se s\u00a0po\u017eadavkem na kvalitn\u00edho odborn\u00edka. Pro za\u010d\u00e1tek je dobr\u00e9 si p\u0159ipravit tzv. kreativn\u00ed brief, kde specifikujete sv\u00e9 zad\u00e1n\u00ed a po\u017eadavky. P\u0159ipravili jsme pro v\u00e1s n\u00e1vrh na 10 bod\u016f, kter\u00e9 v\u00e1m p\u0159i p\u0159\u00edprav\u011b zad\u00e1n\u00ed rozhodn\u011b pomohou.<\/p>\n

    \n
  1. Produkt \u2013 Popi\u0161te sv\u016fj produkt, kter\u00fd chcete nab\u00edzet. Jak\u00fd je jeho p\u0159\u00edb\u011bh?<\/li>\n
  2. C\u00edlovka \u2013 Kdo je va\u0161\u00ed c\u00edlovou skupinou? Jak\u00e9 demografick\u00e9 skupiny chcete konkr\u00e9tn\u011b oslovit, pokud jde o v\u011bk, kupn\u00ed s\u00edlu, povol\u00e1n\u00ed a z\u00e1jmy?<\/li>\n
  3. V\u00fdb\u011br zem\u011b \u2013 Pro\u010d jste si vybrali pr\u00e1v\u011b tuto zemi?<\/li>\n
  4. C\u00edle \u2013 Co chcete, aby va\u0161i potenci\u00e1ln\u00ed z\u00e1kazn\u00edci podnikli? P\u0159ihl\u00e1sili se k odb\u011bru newsletteru, nebo rovnou koupili v\u00e1\u0161 produkt<\/li>\n
  5. Referen\u010dn\u00ed materi\u00e1ly \u2013 P\u0159ipravte si relevantn\u00ed marketingov\u00e9 materi\u00e1ly jako videa, bro\u017eury, webov\u00e9 str\u00e1nky atd.<\/li>\n
  6. Jak\u00fd t\u00f3n maj\u00ed m\u00edt nov\u00e9 materi\u00e1ly? Chcete, aby byl p\u0159\u00edstup v\u011bdeck\u00fd, d\u016fv\u011brn\u00fd, seri\u00f3zn\u00ed, nebo naopak odleh\u010den\u00fd?<\/li>\n
  7. Grafick\u00e9 prvky \u2013 Jak\u00e9 komunika\u010dn\u00ed prvky, jako jsou fotografie, grafy a dal\u0161\u00ed grafick\u00e9 prvky, chcete pou\u017e\u00edt v ti\u0161t\u011bn\u00fdch materi\u00e1lech<\/li>\n
  8. M\u00e9dia \u2013 Jak\u00e1 m\u00e9dia (video, soci\u00e1ln\u00ed s\u00edt\u011b, \u2026) chcete p\u0159i p\u0159\u00edprav\u011b p\u0159epracov\u00e1van\u00e9 kampan\u011b vyu\u017e\u00edt?<\/li>\n
  9. \u010casov\u00fd rozsah \u2013 V jak\u00e9m \u010dasov\u00e9m horizontu chcete nov\u00fd projekt rozjet?<\/li>\n
  10. Rozpo\u010det \u2013 Jak\u00e9 jsou va\u0161e mo\u017enosti?<\/li>\n<\/ol>\n

    Dob\u0159\u00ed kreativn\u00ed p\u0159ekladatel\u00e9 jsou bez pochyb do sv\u00e9 pr\u00e1ce zap\u00e1len\u00ed. Kdy\u017e spoj\u00edte sv\u00e1 nad\u0161en\u00ed dohromady, m\u016f\u017ee b\u00fdt v\u00fdsledn\u00fd projekt nesm\u00edrn\u011b siln\u00fd. A v\u00fdsledkem tv\u016fr\u010d\u00ed investice budou nov\u00ed z\u00e1kazn\u00edci. Kvalitn\u00ed transkreace toti\u017e m\u016f\u017ee va\u0161\u00ed spole\u010dnosti otev\u0159\u00edt nov\u00e9 obzory.<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Transkreace neboli tv\u016fr\u010d\u00ed p\u0159eklad samotn\u00fd p\u0159eklad p\u0159esahuje. P\u0159ekladatel mus\u00ed b\u00fdt z\u00e1rove\u0148 copywriterem, lingvistou i znalcem m\u00edstn\u00ed kultury.<\/p>\n","protected":false},"author":7,"featured_media":15599,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-15598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/posts\/15598","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/comments?post=15598"}],"version-history":[{"count":3,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/posts\/15598\/revisions"}],"predecessor-version":[{"id":60152,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/posts\/15598\/revisions\/60152"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/media\/15599"}],"wp:attachment":[{"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/media?parent=15598"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/categories?post=15598"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/skrivanek.cz\/cz\/wp-json\/wp\/v2\/tags?post=15598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}