What Is Transcreation?

Transcreation is a combination of two words: translation and creation

Transcreation is the adaptation of a message or advertisement for a product to be specific to the target market by removing cultural boundaries. In other words, transcreation is so much more than translation. The crucial point here is to convey the message in the source text in accordance with the preferences, norms, and expectations of the target culture. Knowing a language is not sufficient for transcreation. Background information, research skills, experience, imagination, and language nuances are a must for a successful transcreation.

Transcreation is mostly preferred in the advertising, public relations, and film industries. Because of the ever-changing world and competition, international brands must adapt their products in order to appeal to the target audience, which is where creativity comes into the fore. Banners, slogans, advertisements, and audio-visual content of the brands are adapted to the target language with creativity. Creative translators and localization specialists convey the spirit of the source text to the target culture by going beyond focusing merely on the words.

How is transcreation different from translation?

A translator does not reinterpret the text if not required to do so and does not feel the need to rewrite it. A translator pays attention to being faithful to the content and style of the source text, complying with the rules of grammar and punctuation, using accurate terminology, and providing appropriate context. However, transcreation involves the reinterpretation of the concepts of the source language with creativity and cultural background. At this point, the creative translators and localization specialists aim to create a more natural and authentic text in the target culture. It is also inevitable to consider SEO strategies, which are an integral part of creativity. Transcreation service requires thorough research regarding the brand’s products, competitors, and target market; hence, it is time-consuming and more expensive than a regular translation. Creativity requires a great deal of energy and time. Translation projects are generally priced per character. Costs in transcreation projects vary with the skill and experience of the creative translator or localization specialist carrying out the project.