The term transcreation (literally “creative translation”) refers to the process of adapting a message into another language while preserving the same intention, style, tone and context. When I am asked to define transcreation I say, “If translation and copywriting had a child, it would be transcreation”. This topic is of great current interest as multinationals, as well as many local companies, often use English in their promotional and advertising material in order to standardize their communication. However, standardization comes at a cost. While this kind of content is intended to attract and retain interest, when it speaks a different language than the audience’s own it risks being only partially understood or completely misunderstood, or even losing much of its strength and impact. In these cases, translation is not the solution.
The purpose of transcreation is to render puns, irony, set phrases and cultural concepts from one language into another. This is especially helpful, even necessary, with content of a highly creative or emotional nature. Most notable examples include slogans, payoffs and advertising copy. When working on this kind of content the first question I ask myself is, “What is the key message that needs to get to the audience? What words can effectively convey the essence of this message?” Using language in a creative way has always attracted me, and for this reason I decided to specialize in transcreation. I find the challenge of hunting out just the right word or expression to convey an idea or meaning very stimulating. So, if you’re looking for someone to take care of a transcreation, I am just the right transcreator (and translator) for you.