Transcreation is a term that is becoming increasingly well known in professional circles. And nowadays often included in the services of translation agencies. “Transcreation” is a relatively new term, used for translations. During which reproducing the impact, meaning and message of the said source text is essential. However, firmly sticking to the original text is not required. In other words, the translator is technically given a “free hand”. So the translator has the right to rephrase or even omit certain entries. As well as to add to the text. Let’s explore precisely what is meant by transcreation? When is it necessary in the process of translation?
What does transcreation mean?
By professional definition, transcreation is somewhere halfway between creative translation and copywriting. It is much more than an ordinary translation. It somewhat departs from the source text. However, it is not traditional writing either. Although it is based on a specific source text written in a foreign language, it is better to describe the meaning of transcreation, rather than giving its exact definition. In practice, the extent to which the transcreated text can differ from the original material must be carefully planned according to the client’s specific requirements. After all, the purpose of transcreation is the efficient, authentic conveyance of the client’s message towards the target audience. In an ideal case, by bridging cultural and linguistic differences, the translator will shape the source text. The aim is to achieve the same impact on a new target audience and in a new language as it did in its original setting.
Is transcreation a free translation?
Transcreation can also be referred to as “free translation”, during which the linguist deviates from the original text, while focusing on conveying its full meaning and impact. Smooth, natural and easy-to-read wording is a priority in the case of transcreation. As well, however, adhering to the structures or solutions of the original text can pose obstacles and difficulties.
But how is transcreation more than a simple translation?
Translation itself does not simply mean a mirror translation, where we adhere word for word to the original content. Translation also begins by understanding the original message before “interpreting ” it for the audience to embrace it in the target language. In contrast, during transcreation, the source text serves simply as a starting point, from which the target text often deviates significantly in linguistic structure or even length.
The process of transcreation mostly arises when advertising slogans and sales or marketing messages need to be translated. These translations must evoke the same associations and effects in the target language readers as the author of the original version intended to achieve.
How is transcreation different from marketing translation?
Unlike the well-established marketing and creative translations offered by translation agencies, transcreation’s emphasis is on “creation”, focusing on crafting and writing. In contrast to the traditional method of translating from start to finish, the primary goal is to first understand the main message of the client. Professional translation agencies technically subordinate the entire work process to this objective. Therefore, the impact that the text in the target language will have on the readers and whether it conveys the original thoughts are constantly monitored. Consequently, the translation of the original marketing concept to the target language goes far beyond the scope of traditional translation.
The role of proofreading in transcreation
Certainly, proofreading plays an important role in the process of transcreation as well. In transcreation, proofreading is more of a linguistic review, which respects the creative decisions of the original translator. However, this must be carried out by a linguist experienced in transcreation projects. As grammatical corrections have to be applied in a way that maintains the smooth flow of the text.
When is transcreation necessary and when is specialised translation enough?
The important question that arises is the following: what determines whether transcreation or specialised translation is needed? The purposes and existing texts of the company in question must be examined. Thus, categorising existing materials is worthwhile. This method practically shows when each type of translation might be needed.
For less creative and relatively strict technical, legal, economical and medical translation it is advisable to request a traditional specialised translation or a proofread specialised translation. In the case of bigger, creative contents (websites, brochures, product launches) creative translation, marketing translation or even transcreation may be considered, depending on how necessary is adapting the material for the new target audience.
Transcreation pays off most (in terms of both cost and efficiency) when translating shorter creative content. As these works reach the widest audience in the target market. These include short company brochures, slogans, landing pages, posts and ads also portrayed on social media. Of course, the price of transcreation also depends on the competence, seniority and experience of the linguistic expert and the complexity of the task. With pricing often more similar to copywriting, rather than translation.
