In the world of language services, there’s a term that goes beyond the simple conversion of words from one language to another. This term is transcreation, a process that demands a deep understanding of both grammar and culture. But what exactly is the purpose of transcreation, and why is it so important? Let’s check it out. 

What is Transcreation? 

Before we delve further into the purpose of transcreation, it’s important to know more about this term and its process. Transcreation is a creative process that ensures that the original message’s intent, tone, and emotional impact are preserved in the target language and culture, where the content is translated and culturally adapted to resonate with the target audience. 

Why is Transcreation Important? 

Transcreation is crucial because it allows messages to cross cultural boundaries without losing their impact. It’s used in various fields, from literature and advertising to music and visual arts. It’s a powerful tool for businesses looking to expand internationally, ensuring their brand voice remains consistent and impactful across different markets. 

In advertising, for instance, transcreation is often used to adapt marketing messages for different cultures. A slogan or a tagline that works well in one language might not have the same impact when directly translated into another. Transcreation ensures that the essence and impact of the message remain intact, even when the words change. 

What is the Purpose of Transcreation? 

Whether it’s a marketing campaign, a literary work, or a song, transcreation can make the difference between a message that falls flat and one that truly resonates with its audience. It’s about understanding the primary aim of transcreation, recognizing its importance, and knowing when and where it should be used. It’s about preserving the original message’s intent, style, tone, and emotional impact while making it culturally appropriate for the readers. 

So, asking the question, the purpose of transcreation is to evoke the same emotional response in the target audience as the original did in its source audience. It’s not just about what the text says but what it means and how it makes the audience feel. 

Transcreation vs. Translation 

Now that you know more about transcreation, you might wonder what the differences are between translation and transcreation. In a few words, while translation focuses on accurately converting the text from one language to another, transcreation involves a deeper level of cultural adaptation. It’s like the difference between watching a movie with subtitles and watching a version fully localized for your culture. 

What are Transcreation Rates? 

Another difference you must consider when deciding what service fits best with your project is their rates. Transcreation rates are often higher than translation rates due to the additional creative effort involved. However, the investment can be worthwhile, especially when dealing with marketing materials, brand messages, or any content where emotion and cultural nuance play a significant role. For more information about the differences between transcreation and translation, check out our article Trancreation vs. Translation.

Who is the Ideal Transcreator? 

The ideal transcreator is not just a linguist but also a cultural expert and a creative thinker. They understand the source and target cultures intimately and can navigate the nuances of both languages to create content that resonates with the target audience. They are the ones who can explore the boundaries of transcreation in specialized translation, making them more than just translators. 

Transcreation Examples 

Transcreation is not just a theoretical concept; it’s used in real-world scenarios every day. From song lyrics to advertising campaigns, transcreation examples are all around us. These examples highlight the importance of cultural adaptation and the power of a well-transcreated message. 

One of the best transcreation examples can be seen in the music industry. Song lyrics are often transcreated to maintain the rhythm, rhyme, and emotional impact when translated into different languages. This process goes beyond literal translation, requiring a deep understanding of both languages’ nuances and the target audience’s cultural context. 

After going in-depth on transcreation, we can see that it’s vital in global communication. This creative process can transform a message that might be ignored into one that really connects with people. That’s why many global industries choose transcreation over translation, even when this means a significant investment. 

Combine Professional Transcreation with Technology

Traduality streamlines the process of selecting qualified transcreators for international marketing projects. Traduality’s built-in marketplace of vetted linguists facilitates finding the ideal resource for your projects, and its management platform is focused on collaborating with them. Create your first project today and find vetted translators, or book a meeting with us to learn more about your specific needs.  

Updated 2/21/2024.