Transcreation is a new buzz word in the localization business. However, the idea behind this term has been around for a while.
Transcreation is the process of adapting (usually) advertisement or marketing copy so that, in the new language, the content elicits the same reaction from the reader as it did in the original language. The reaction might be laughter, sadness, understanding or a variety of other emotions.
The client’s goal is to communicate an idea to a select audience, by adapting a message so that it strikes the correct cultural chord and doesn’t depend on a (relatively) direct translation of the words involved from one language to another.
The process of achieving this end involves close collaboration between the translator, the client and any other project participants such as advertising agency staff or focus groups.
Listen to a 5-minute interview with Cris Silva on the process of transcreation.
Translation Memory Defined
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