“What is transcreation? Isn’t it the same as translation?” Well, most people think it is. For those who do not work in the translation industry, these two terms may be a little confusing. In this article, we will explain why translation and transcreation are definitely not the same. This way, the next time you require translation services, you will ask for the right one to get the results you need.
Translation is the process of rendering a message from one language (source language) to another language (target language). In doing so, translators have to preserve the original tone and intended meaning while being accurate and idiomatic in the target language. Consequently, translators are constrained by the limits of the original text and have to stay true to it.
On the other hand, transcreation, as the word implies, combines translation and creation. Transcreate, putting it simply, is translating creatively, therefore, transcreators have more artistic license. Although they are true to the original, they can incorporate copywriting as well. As translators, they have to preserve the original tone and intended meaning. But, in addition, they also have to preserve the original feelings and emotions that brands look to evoke in the audience. In other words, they have to give the target culture the same emotional experience as the one provided to the source culture.
One great example of transcreation is Coca-Cola. They not only transcreate their campaigns but the entire brand. For instance, that campaign in which they put common names on cans and bottles, was transcreated differently according to each target country. The names used in English-speaking countries were not the same as those used in Spanish-speaking countries.
If you need to get business papers or life-science documents translated, where accuracy is what matters the most, then you will have to ask for a translation. However, if the intended effect is more important than the content itself, you will most likely need a transcreation.
When it comes to marketing content or videogames, where culture plays a key role, a direct translation might not work because the audience may not be attracted by the original message. Therefore, you will probably need to change the content or add new information. That is to say, you will have to transcreate. Instead of a strict sentence-by-sentence translation, the final product will be a totally new creation built on the basis of the original text.
Brief: Firstly, while the translation process begins with a source text that will then be translated faithfully into the target language, the transcreation process starts with a brief. The brief is a document that will help the transcreator create a targeted material. This document should contain a clear idea of the creative content, the desired actions and emotions to be evoked in the audience, and some information about the target market’s culture.
Creative freedom: Secondly, as we have already mentioned, transcreation is about translating and creating. Transcreation specialists will stay true to the original content as long as it works in the target culture. When this is not the case, they will resource to their creativity in order to keep the emotions, tone and style of the original text and make the product resonate with the target audience. On the contrary, translators must stay true to the original text and seek for an accurate rendering of the original content.
Time and cost: Lastly, while all translation services require time to be high quality and accurate, given that transcreation is a creative process, it will certainly require more time than a regular translation and it will therefore be more costly. Furthermore, transcreators are not only professional translators but also trained copywriters. As a result, rates will often be higher and deadlines will have to be less tight.
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We work on IT requests on a daily basis with a consolidated team of experienced linguists. We are a preferred IT localization vendor for one of the top-five MLVs worldwide, where we work on two major IT accounts, one of them specialized in software solutions such as cloud computing, storage, security, infrastructure and networking, and another one dedicated to hardware and software products, including laptops, tablets and desktops. Our IT experts are highly familiarized with the sector jargon and always up to date on the latest trends in the industry to make sure we can deliver the most relevant IT localization services.
Its members complete +150,000 service projects per year in +80 countries and geographical areas and we are glad to be considered the main localization vendor for this amazing organization. Since then, we have been expanding our services to other non-profit organizations devoted to different causes around the world. The projects we regularly work on include service organization newsletters, missions, visions, media releases, website content and news, among others.
equipment and services for onshore and offshore applications, operating procedures, reports, oilfield products and services, and oil contracts and agreements. Learn more.
After the outbreak of the COVID-19 pandemic we worked on dozens of translation projects mostly for preventive action brochures and COVID-19 awareness intended for employees. Our clients trust GeaSpeak to complete their healthcare projects where patient and people safety is at stake.
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