What is transcreation?
In advertising and in marketing, a standard translation often fails to have the same impact as the original copy on a target audience whose language and culture are different. The message needs to be adapted to both so as to convey the emotional purpose as naturally and as powerfully as the original did.
Therefore, the final result is more than a translation, it is a creation, hence the name “transcreation”.
Transcreation versus Editorial translation
Although both processes require a high level of creativity, the capacity to depart from the original source, excellent writing skills and a thorough knowledge of the target culture, trancreation, unlike editorial translation, is specific to advertising and marketing.
Transcreation as a process shares many commonalities with copy writing.
It starts with a very detailed brief of the purpose, target readership, tone, voice, style, etc.
In cases of slogans, product and brand names, the transcreator suggests several solutions in order of preference and gives a back translation and a rationale for each.
As in advertising and marketing words rarely come on their own, visuals need to be taken into account, whether they are kept as such or adapted to the final transcreated result.
Types of transcreated documents
- advertising campaigns
- POS materials
- brand and product names
- press releases
- creative routes
- message T-shirts
Contact me to discuss your trancreation project and get a free quote without obligation.