Transcreation
Transcreation is the process of adapting a message from one language to make it culturally appropriate for another audience. Rather than rigid, word-for-word translation, the goal of transcreation is to duplicate the intent, context, style and tone and emotion of the original in an entirely new text that's written specifically for a particular market. The term “transcreation” combines two words: “Translation,” the rendering of text in another language, and “creation,” the act of producing something new. This highly creative process is provided with the support of language professionals who are experts in the linguistic and cultural features of your target market, and are very familiar with your industry. Some of the contents that require transcreation include:
- Slogans
- Advertisements and billboards
- Headlines
- TV commercials
- Movie and book titles
- Banners