What is transcreation?
Is transcreation the new black in the translation world?
The process takes a step beyond translation and localisation, leaning more towards copywriting. Transcreation involves working on the content, not just the meaning of words. It absorbs the essence from the source text and conveys the feeling, the real meaning and experience, in the target text.
A transcreator needs to have experience in copywriting in their native language. A translator with no experience in this field will not have the necessary skills, since it’s not just linguistic capabilities that are needed – transcreation demands language, marketing and creative copywriting skills.
It is widely known that when Nelson Mandela was still in prison, he once said in an interview:
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
Surely this must have made some corporations think more carefully about their foreign operations.
If an entrepreneur is really keen to expand and reach a much wider market, translation will definitely be necessary (they’ll be able to listen to you). Localisation will take the company in the right direction (you’ll be talking to their hearts). But transcreation will take your product to people’s homes.
If you would like to find out more about transcreation or are ready to start transcreating your publicity materials, do get in touch. Also, please check our examples of Transcreation on our Reddit page.