The term “transcreation” represents a synthesis of two words that are translation and creation. The first thing to keep in mind is that creative translation or transcreation is about translating ideas and concepts, as well as reactions and feelings. When we talk about transcreation, it is as important to know how to translate and how to be creative as well. In today’s world, this type of translation is increasingly important when adapting translations of different products not only to a different language but also to a different culture. Transcreation is understood in advertising as the translation of a promotional text into another language, taking into account changed cultural conditions and contexts. The texts related to advertising, due to the complexity of their function, have always been considered special texts. Besides having the necessary skills of a good translator, the transcreator must enjoy a good sense of the target culture, a great dose of creativity, and, above all, a thorough knowledge of the product on which he/she is working.
The process of transcreation involves a large number of revisions, changes, and edits. The advertising material goes through many revisions that the translator usually makes with the advice of the advertising agency in charge of the campaign. Transcreation requires the best writing style in the target language; it is much more concerned with good style, catchy words, culturally biased contexts. The source text is thereby adapted in the other language to the specific needs of a specific geographical target market, target group, market segment or customer group. In particular, different cultural and linguistic customs are taken into account in the respective cultural areas targeted by transcreation.
The source text is thereby adapted in the other language to the specific needs of a specific geographical target market, a target group, a market segment or a customer group. In particular, different cultural and linguistic customs are taken into account in the respective cultural areas targeted by transcreation. In a transcreation, the focus is not on the transmission of individual sentences from the source language into the target language, but on the adaptation of the message to be conveyed, including emotions. This approach is called cultural adaptation or transcreation. When transferring a text into the target language, target group specific, i. H. mostly cultural and geographic aspects considered. A transcreation is therefore not a pure word-to-word translation but refers to a creative briefing, which is the basis of any advertising text.
At Writeliff, the transcreation tasks are assigned to our best talented and innovative translators who have excellent style in the target locale. Our transcreation team are specialist translators with excellent language and cultural knowledge who know the target markets well and also have the skills of copywriting. Using the information provided about the product and the target group, they adapt the text to the target language in such a way that the desired message is conveyed and nothing stands in the way of a successful entry into the market.