Transcreation comes from English and is a blending of the words ‘translation’ and ‘creation’. Transcreation is a discipline of translation not too closely oriented to the source text. Significantly more focus is placed on the cultural context of the respective target language, and the advertising message is adapted to cultural circumstances and emotions. Transcreation is, therefore, an adaptation of the meaning or acreative marketing translation, and not a literal translation. Someone engaged in transcreation simultaneously disposes of three competencies: translation, advertising copywriting, and intercultural skills.
For the translator, the biggest challenge for a transcreation is understanding the culture of the target audience. Because, ultimately, transcreation has one aim: to illicit the same feelings in the target language as the original in the source language.
Transcreation can be used for a wide range of marketing content. The majority of queries we receive relate to the following texts:
- Press releases
- Brochures, catalogues, prospectuses, and flyers
- Social media
- Emails and newsletters