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Transcreation or creative translation is the term used by advertising and marketing professionals to describe highly creative translation matter which is used mainly for advertising and marketing materials.
Transcreation is essential in prompting the audience into action; it’s crucial as you’re not just translating copy, you’re also preserving the original meaning and conveying the right tone and emotion. If done incorrectly you could inflict damage to a brand’s reputation, so it’s important to get it right.
Translation requires a translator to follow the source text. Although two different translators can translate the same text and end up providing different sentences, the translations still closely follow the meaning of the original source text.
Transcreation however is more creative. The linguist has more freedom to alter the text to make its message more appealing. It’s almost a cross between translation and marketing. It involves cultural adaptation to the target market/ audience.
The most commonly translated documents that we transcreate: