Also known as creative translation, transcreation is a combination of two words: translation and creation. Simply put, if you want to convey facts, you use translation; if you want to create an impact and evoke emotions, you use transcreation.
The aim is to get the same reaction in each language and this is something that translation in itself won’t be able to achieve. Commonly used in global marketing and advertising campaigns, the source texts may contain puns, slogans, wordplay and idiomatic speech, which is extremely difficult to translate into another language.
With creative text, not only must copy be translated correctly but other factors must also be taken into account: the ‘feel’ of the original text must be maintained while considering that any perceived lack of respect for heritage, local values, beliefs and cultures may have a negative impact on the consumer.
- Advertising copy
- Web content
- Marketing campaigns
- Cultural (brand) consultancy