What is transcreation and where is it most used?

 Transcreation is the process of adapting a message from one language to another while ensuring its meaning is culturally appropriate for the target audience. Basically put, it’s an artistic interpretation of text rather than translating it precisely.

The term comes from the words “translation” and “creation,” but where is this process used most? Transcreation is typically considered when translating material for a global audience. It is most often used in marketing and advertising where creative messaging need adaptation. It is also utilized during the translation of art, like books. 

While a translator still adjusts messaging to be culturally appropriate, transcreation is likely necessary for the adaptation of creative projects. Transcreation requires multiple skill sets — quality translation, copywriting, and copyediting.

Marketing translation is almost always more transcreation than direct translation. A translator has to localize phrases and words within the cultural and linguistic context to deliver the same meaning to the intended audience. This is just one of many reasons why human translators trump machine/online translators. A machine/online translator will not understand the context, emotion, and tone of certain messages and end up mistranslating the piece.

An example of marketing transcreation is a campaign that was done for the Apple iPods. Apple decided to transcreate its slogans in order to expand its reach globally.

But transcreation isn’t just used in marketing, it can be beneficial in other fields like entertainment, law, literature, and healthcare. And while it is not a familiar word to many, the term transcreation has been around since the 1960s and is an important technique that is far-reaching. 

At Teneo Linguistics Company, expert linguists will be able to determine whether a project needs transcreation in order to move forward. And a company will be informed every step of the way. Learn more about how TLC can assist a business/organization or get a quote at  www.tlctranslation.com.