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Transcreation combines translation with elements of copywriting. This technique is best suited to work with advertising, marketing texts, websites, product catalogues, and menus. Transcreation reproduces the text in another language while preserving the meaning in a different form.
For example, imagine you manufacture handmade dishware and are launching your product on a foreign market. You already benefit from promotion texts in Finnish on how nice it is to eat lohikeitto out of a beautiful dish and drink blueberry kiisseli from a 250 ml mug. However, this kind of advertising is unlikely to sell the dishware abroad because the text is targeted at a Finnish-speaking audience.
Learn moreTranscreation has become a separate type of translation quite recently. It involves the linguistic and cultural adaptation of a text featuring a special focus on the target audience.
Localisation is commonly referred to as the translation and adaptation of Internet resources, applications, games, and software.
Transcreation is most often used in advertising where making the right impression is crucial — not just conveying the meaning via another language.
Slogans provide the most understandable example illustrating transcreation. They cannot be translated into another language with pinpoint accuravy, and therefore the resulting slogan differs greatly from the original one. The transcreator's task is not to translate word-for-word, but rather to express the key idea and ensure a positive response from the audience.
Transcreation is performed by linguists who are fluent in both the target language and their native language. Such experts should show a perfect linguistic flair, have a sense of language style and knowledge of cultural realities. All this will help translate the wordplay, subtext, references to certain phenomena, and many other components of the text.
