Transcreation

Transcreation is creative translation of marketing texts and messages aimed at transferring cultural and emotional content in the target text and it is a combination of translation, cultural adaptation and creativity. The marketing language abounds in cultural aspects, puns and metaphors which makes the mere translation insufficient.

Transcreation adapts the source text to cultural and sociological characteristics of the target text, preserving the same emotional effect, tone and sense in order to treat the message as the source, not translation.

Beside the knowledge of language and translation strategies, transcreation involves the sense for marketing and creative thinking, copywriting, knowledge of the target market and local customs which enables it to retain the source message in a completely different linguistic, social and cultural context.