What is transcreation?
In certain sectors, such as marketing and advertising, translations must not only convey the same message as the original text, but also generate the same emotional response in different markets. To do this, the translator must take into account cultural aspects, brand image, the idea to be conveyed and the target audience, as well as mastering linguistic factors.
This type of translation requires plenty of creativity, in cases where there is a certain freedom to adapt the message and create an attractive, relevant text for the recipient.
This creative translation is called transcreation.
When is transcreation needed?
We should opt for transcreation when we want to create a specific effect on the reader, evoke sensations and encourage the target audience to take action. The transcreator must give free rein to their creativity to create attractive, persuasive and convincing texts which, in turn, are faithful to the original text. Transcreation and advertising are therefore closely linked.
Why is transcreation increasingly important?
A lot of time and effort goes into creating marketing copy which catches the reader’s attention. However, the intention of the message may get lost in translation. Therefore, more and more importance is being placed on creative translation, which helps to connect with customers, wherever they are.
Transcreation can make all the difference when maintaining a brand’s reputation in different countries, whether a product slogan sticks in our memory forever or is just forgotten, or in attracting more visitors to a particular tourist region.
More than just transferring a message from one language to another, at TRANSCRIBS we transmit feelings, ideas and concepts so that the impact is the same in different markets.