How do you define transcreation?

Transcreation is the merger of two words: translation and creation. It’s an intricate form of translating that preserves the original intent, context, emotion, and tone.

How is transcreation different from translation?

Transcreation refers to creatively translating marketing materials, whereas translation has a much broader meaning. Translation is about producing an accurate and idiomatic rendering of the original text. Transcreation, on the other hand, involves translating with more artistic licence.

What are the examples of transcreation?

The most famous examples of transcreation in the history of advertising

1. 1 – Swiffer. The original Procter & Gamble cleaning product slogan went as follows: “When Swiffer’s the one, consider it done.”
2. 2 – Haribo. Haribo’s famous gummy bears are actually German.
3. 3 – Esso.
4. 4 – Mac Donald’s.

What is transcreation in writing?

Transcreation is the process of recreating the original concept in a new language, with emphasis on tone, style, and feeling evoked in the new target audience. It is a more creative process than translation and mostly done by writers based on a creative brief.

What is the definition of transcreation in the Macmillan Dictionary?

The transcreation definition in the MacMillan dictionary is: “a distinct translation process that is mainly used to describe the adaptation of advertising and marketing copy.” While this is an accurate way to define transcreation, it doesn’t quite emphasise the creative nature of the process sufficiently.

How is transcreation used in the marketing industry?

What is Transcreation? Transcreation (sometimes referred to as creative translation) is mainly used by the marketing and advertising industry specifically referring to the process of translating a text from one language to the other; encompassing the translation of its content, style, emotions, intent and culture.

Why is transcreation important in a quality translation?

Transcreation is built on the foundation of a quality translation. Here the emphasis is no longer on the verbatim of the text, but on realizing the perception of the audience in the target market. Therefore the transcreator needs to completely recreate the concept of the original text. Hence faithfulness to the original text becomes subordinate.

What’s the difference between metaphrase and transcreation?

Classically, in a schema dating from the 17th century, translation has been divided into three approaches: metaphrase (word-for-word translation), paraphrase (i.e. “say in other words”), and imitation. Transcreation is thus a variation on the “imitation” or “adaptation” approach to translation.