Transcreation is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language.
Increasingly, transcreation is used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language. It also takes account of images which are used within a creative message, ensuring that they are suitable for the target local market.
It is about “taking a concept in one language, and completely recreating it in another.”
Transcreation requires the translator to become a cultural expert, sensitive to the audience's emotions, needs and cultural backgrounds. It enhances the translator’s creativity and capacity to tailor the message to the specific target audience. Transcreation is all about preserving a client’s message in a new environment.
Terms with meanings similar to transcreation include ‘creative translation’, ‘cross-market copywriting’, ‘international copy adaptation’, ‘free-style translation‘, ‘marketing translation’, ‘internationalization’, ‘localization’, and ‘cultural adaptation’. For each of these words and phrases, the aim is similar: taking the essence of a message and re-creating it in another language and/or dialect.
The majority of transcreation projects are carried out for marketing purposes and allow businesses to penetrate international markets without compromising the style, formality and information contained in their original marketing material.
Our team of expert linguists can provide transcreation services which will help you to market your product and services beyond the boundaries. We make sure that the transcreated content is in accordance with the style, tone, emotions and at the same time it conveys the accurate message to your target audience.