Translation involves the substitution of words in a source language to their equivalent in a foreign tongue. Beyond that, meaning is also conveyed by context, cultural norms, and the common usage of certain phrases and linguistic concepts. There are times, however, when the words themselves are secondary to the idea or emotion that is being conveyed. That’s where transcreation takes over.
Our transcreation experts have mastered not only the target and source languages, but are creative thinkers in their own right. They can successfully take an innovative idea and craft a parallel message in another language that will inspire the same response as the original.
The move from translation to transcreation should be taken for any text that is drafted with the intent of eliciting a particular emotion or response. Examples include taglines, slogans, logos, brand names, product and sales copy, campaign materials, videos and commercials.
The rewards of using transcreation to prepare your business or media materials for a foreign audience include:
Encouraging people from a different culture to engage with your product in the same way as your original consumer base
Increasing your exposure and attracting global recognition
Enhancing sales or participation by evoking the intended response from your audience
Avoiding the pitfalls of culturally inappropriate messaging