“The purpose is to trigger the same action from our readers, regardlees of the language in which the marketing message is being conveyed."
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When you want to convey a message to people from different cultural backgrounds, a direct translation may not bring about the expected result.
Transcreation is the process of adapting a message from one language to another, while maintaining its intent, style, tone and context. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. Increasingly, transcreation is used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language. It also takes account of images which are used within a creative message, ensuring that they are suitable for the target local market.
Translation is perfectly fine for informative text, but when text is designed to trigger an action from the reader, as marketing text usually is, transcreation is simply a better fit. (Learn more here).
"Creativity is piercing the mundane to find the marvelous"
Many times the production of a text in a target language is not the end of the task, specially when the aim is to produce a product with a very high profile. A text can also be proofread and localized, a translation can be subjected to a quality control and, finally, you can choose to put in place a terminology management system for all those conents that your company produces.