Transcreation in general
Transcreation was created from the concepts of translation and creation. It refers not only to the translation of creative texts into another language or culture, but also to their adaptation to a specific target group. Similar to transposition, your content is adapted, albeit in this case for marketing purposes.
From translation to transcreation
Transcreation requires a marketing translator and native speaker of the target language. The transcreator must have both excellent knowledge of the source culture and additional training as a copywriter or a lot of experience in writing texts.
A transcreation goes beyond a mere translation. It is not the text that is transmitted, but the feeling and message that the reader should get. A transcreation often means that the target text and the source text are very different, but have a similar effect.
Before delivery, each transcreation is subjected to four stages. This lets the client understand the result as clearly as possible:
- The transcreator prepares an ordinary translation
- The translation is compared with the original
- An alternative text is produced on the basis of the translation and the original
- The final text is reviewed
Only after the successful completion of these four stages will both the translation and the transcreation be delivered to you, so that you can easily understand the difference between the straight-forward translation and the adaptation of the text by the transcreator.
These texts can also be created for transparency in the form of tables with the source and target texts side by side.
The rates are based on normal translation prices. The time saved by reducing the rounds of revision for a straight-forward translation is dedicated to the transcreation.
Let us advise you
Transcreation usually has to be repeatedly coordinated with the client. The process is often a joint journey with our clients until the desired result is achieved.
We would like to advise you and find a suitable solution for your marketing projects.