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A term used primarily by advertising and marketing professionals, “transcreation” refers to the process of adapting a message from one language to another, while maintaining its intent, style, tone and context. You also may hear transcreation described as ‘creative translation,’ ‘cross-market copywriting,’ ‘international copy adaptation,’ ‘marketing translation,’ ‘internationalization,’ ‘localization,’ and ‘cultural adaptation.’ Regardless of the terminology, the meaning is the same: taking the essence of a message and re-creating it in another language or dialect. Below is an excerpt from Wikipedia’s posting on transcreation.
“Transcreation – When and where appropriate, we will not only provide translation services but also render what we call ‘transcreation’ services. This includes authoring and editing of content for various demographics in different countries and various languages.” For the full article, click here.
When the content is adapted successfully, a message will evoke the same emotions and carry the same implications in the target language as it does in the source language. It also takes account of images that are used within a creative message to ensure they are suitable for the target local market. This approach is increasingly being used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language.
The TrueLanguage TransCreation Approach and Process Flow
Working with the client, we will determine if the content needs to be translated or if it needs transcreation. When transcreation is required, the following is the standard process flow that will be overseen by the project manager.
- Analysis of source materials to determine translation/editor teams
- Identification of content specific to country/culture
- Distribution of style and instruction sheets to translation teams, if applicable
- Assignment of articles to translation teams based on subject matter and country
- Coordination of terminology and content questions between teams
- Distribute translation to proof readers along with style sheet and checklist
- Finalize documents and deliver to the client
If you would like more information on transcreation or to schedule a consultative meeting, please give us a call. We are dedicated and motivated to meet any translation and localization requirement and demand.
