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Transcreation: The Creative Side of Translation

Last updated on October 17th, 2016 at 02:10 pm

transcreation is creative translation
I heard someone once say that translators are frustrated writers. If that is so, then transcreation is where we can shine as authors.   Translators who specialize in marketing translation know about transcreation quite well.

Transcreation is the process of taking the content of a source text and, beyond just translating it into another language, adapting it to comply with a specific requirement. It is most common in marketing translation. There is more creativity involved in the transcreation process. It also considers images, which are important elements of the creative message. This is why transcreation is also known as “creative translation” or “international copy adaptation”.

Transcreation can be performed between different languages or within the same language to modify the content for different target audiences. Always remember, the broader the reach, the trickier the localization. Therefore, the transcreation process will be tricky as well, but with the correct professional translator or translation company, just about anything is possible. Whether it is between different languages or within the same language, there are certain key elements to take into account to create a successful transcreation piece:

  • Country or region: Some languages like English, French, Spanish, and Portuguese are spoken in different countries, which means that even if they speak the same language, they use different words to communicate the same ideas. Words are alive and they change rapidly due to cultural and historical events. Choosing one country or narrowing the number of regions you want to target makes for a better localization process.
  • Audience: Elements like age, gender and academic level play an important role in the transcreation process. People of different ages have different interests; men and women have different interests as do people with different academic levels. You should take these aspects into account to create a more successful and better targeted marketing campaign.

Transcreation is fun! Translators can let their hair down and the creative juices flow. As with any other translation project, it is always very satisfying to see the final product: an accurately modified transcreation piece that flows naturally and conveys the right message for the right audience.

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