Transcreation is a new word, used by translators in some domains like entertainment and advertising industries.
What’s Transcreation exactly? Transcreation is the process of taking a message in one language and transporting it to a different language. But transcreation is not a synonym for translation!
Transcreation is transforming a message, including written content, images, and visual designs. It also includes accounting for the cultural context of the written communication, as in a brochure, advertisement.
A good “transcreator” must be aware of the source and target audience’s cultures in order not to misunderstand the meaning of source message and to know well how to craft the target message that the targeted audience will receive
Transcreation is a type of written translation that is made up of translation and creation.
For your advertising material, presentation, speech, script, or write-up to be professional and persuasive, you should have zero tolerance for typos, grammar mistakes, and other linguistic glitches.
We take the philosophy of your message in the source language and adapt the style, tone, and intent to the target language. Transcreation is not a direct translation of an original text, but the source message is transformed to serve the target group in terms of culture, emotion, and meaning. Seen as a kind of creative translation, transcreation goes beyond the limitations of simply translating text. It positions your message according to the expectations of your target audience, thus achieving a more significant impact.
This process is frequently used for global marketing campaigns: e.g., because of superstitions, the number 4 is considered unlucky in Japan, and the 13th floor often doesn’t exist in American apartment blocks or hotels.
|Main characteristics||The content stays the same||Different content developed to meet business objectives|
|Language||Literal word-for-word translation of everything||Developed in local language; English may be used as part of the brand vocabulary|
|Images||No change||Change to
meet local expectations / product needs
|Layout||No change||Change to meet local expectations|
|Brand vocabulary||No change||Enhance and expand|