What is transcreation and when is it appropriate to use it?

Transcreation - this is the so-called creative translation or adaptation of the text for a new foreign language target audience. This type of translation has recently been used in marketing.. After all, for advertising texts, slogans, attention-grabbing messages in no case should you use a literal dry technical translation. This task needs to be approached creatively..

What you need to consider for correct transcreation and who are transcreators?

Creative translation can only be done by a translator with an excellent high level of proficiency in the desired language. Such a specialist must perfectly understand the desired speech at the level of the native speaker of that language., to which the text is translated. You need to thoroughly know not only the language, but also the residents of a certain country. What are they fond of, what is their culture, what are their values, what do they like, what they can't stand, their standard of living, Which product is their priority?, that they would never buy, What weather conditions do they live in?, how and where they rest and much more. The translator-transcriptionist perfectly knows the target audience of that country, with which language he professionally works. Only then, he can do the best (the most appropriate text) adapt the slogan / advertisement / customer site, so that the desired target audience is imbued with all that advertising message and fired up with an irresistible desire to immediately and unquestioningly purchase a product from this, not another manufacturer.

Features of creative translation

This is a free translation. Its main task is to get a response from the consumer., get quick feedback, arouse a certain positive emotion in the target audience. Feedback can be not only in the form of an instant purchase and sale, No. This and likes on social media or websites, this and taking surveys, this and filling out the feedback form, this and various semantic comments under publications or articles, this and reposts of your news, this and the mention (marks) your brand in different sources, this and word of mouth is everything, what will make a potential buyer want to somehow react to your ad - all this is feedback. When a copywriter, a marketer or content manager writes an advertising message in his own language for his native audience, he puts certain emotions in this message, touches upon topics of concern to this audience and selects the right arguments for this country… Thus, the product offered by the advertisement will become "close in spirit" to a potential client in his native country., necessary and worthwhile. If you send this particular advertisement for a regular literal translation and broadcast it for another country and another audience, then local buyers will not understand all the usefulness and value of the proposed product. They won't understand the product itself.

That's what creative translation is for.. You speak to the translator, what do you want to present to the new audience, what kind of back emotion do you want to see, suggest, what problem will your proposal solve and show the text that is winning in your country and that's it… then the translator starts to create and adapt your ad to the new market. This process is called "transcreation".