Transcreation is the combination of the words translation and re-creation. Transcreation is a relatively new term used mainly by advertising and marketing professionals to refer to the process of adapting a message from one language to another while maintaining its intent, style, tone and context.
The transcreation process involves a lot more creativity than straight translation. Unlike translation, there is not the obligation to stay linguistically faithful to the source text, as long as the key message is still conveyed. Transcreation takes the source text and translates it so that the original message and intent are still explicit. This goes beyond just literal translation. The source text may need to be completely ‘recreated’ so it has the same effect on the target audience. The transcreation process can completely alter the structure, images, even the subject in the source text in order to fit with the target culture and evoke the same emotions. Linguists performing this task should have excellent knowledge of both the source and target language to be effective in their work.
Simply put, if you want to grow your brand globally, transcreation is the way to go with your marketing and advertising campaigns. By doing so, you will connect with your audience in a more personal and cultural way that will help create brand loyalty.
¿Cómo Se Dice? Translation Agency can help you Transcreate your existing marketing message to reach the ever-growing U.S. Hispanic Market. We connect businesses with the Hispanic Market through language & culture.