Transcreation
What is transcreation?
Transcreation is a service used for translation projects that require a good amount of creativity to translate––hence the name. It’s a combination of translation (taking a text in German and writing an English version of it) and copy writing (writing a text from scratch using a brief that contains specific instructions for the writer). Transcreation is not about recreating exactly what the original text says but rather about crafting a text that has the same emotional impact on your target audience.
Advertising and marketing texts are the most common text types that are transcreated, but it can also be used, for example, in games and films. Think about a German film title that was completely different from the English original. Or the way that McDonald’s adapts its menu in different countries to reflect their dietary preferences and culture––the vegetarian McAloo Tikki, for example, which is very popular in India but not available in most North American and European locations. That’s transcreation. In text form, this could mean coming up with an entirely new headline if the one in the original text contains an idiom or alliteration that simply doesn’t work in the target language. It could also be changing a cultural reference, so it has the same impact on the target audience.
Texts that have been transcreated will resonate with their audience, allowing brands to expand into a new market while preserving their brand voice and strategy. It’s the difference between a text that feels “translated” and one that feels like it has been written in the target language with their cultural context and values in mind. In short: transcreated content connects. And it converts!
What type of texts require transcreation?
Texts that can benefit from transcreation services include:
Advertising and promotional materials
Slogans
Brand or product names
Social media posts
Websites
Brochures
Marketing campaigns
Want to know whether your text could benefit from transcreation? Let’s talk. We’ll discuss your project and I can advise you on whether transcreation is the right approach. Click on the button below to get in touch.
