Transcreation is the translation of the text in such a manner that it also functions fully and naturally in the language into which it was translated. Transcreation is, therefore, not an ordinary translation but a rewriting of the text with the consideration of the target language’s specifics and culture. All of this is done so that the text maintains the emotional register and the meaning of the original message.
Transcreation requires creativity, the understanding of the beauty of a language and such elements as humour, idioms, rhymes, trends or beliefs and preferences of the target group.
Transcreation means a more creative translation and requires a thorough understanding of the source text and appropriate style in the target language. The use of transcreation in international marketing campaigns is increasingly common, as many companies want to transcend cultural and language barriers.
A professional copywriter constructs catchy, witty and convincing texts. Unfortunately, most of this can be lost in translation into another language as the tone and style change, unknown metaphors appear, and the catchphrases and slogans lose their charm. Sometimes, the translation loses or distorts those traits of the text that should co-create the brand’s image. The only effective protection against such errors is professional transcreation.
For this reason, both translators and copywriters, who faithfully recreate the marketing message, handle transcreation at our company.
Such an example maintains the style, tone and expression of the original; it evokes identical emotions and associations, motivates in the exact same way, persuades and sells. It is adjusted to the target group, is stylistically polished, and is ready for publication.
What is more, our translators and copywriters learn about the brand the text refers to in order to be able to deliver the best possible translation.
If, after being translated, a great advertising slogan has lost not only its overtone, flow and rhythm but also its message and strength, then the cure is our Transcreation service.
It consists of transforming the text (most commonly from marketing and advertisement) to function naturally in the target language. It performs the function of the original text but in a new cultural and language environment. In its nature, transcreation is not the same as translation. It can mean writing a text anew with consideration to language specificity and culture of the target recipient’s country. This is why it is treated as an “intermediate stage” between the translation and copywriting.