What are the differences between the translation and transcreation?

18 maja 2015

Translation is extensive and complex issue involving both literal translations and creative interpretation of the text. Different types of translation require specific skills. The standard translation is based on linguistic skills, specialistic knowledge of vocabulary and professional vocabulary, and its main task is to perfectly reproduce the source text. A different case is presented in creative translations that capture the essence of the original text, but transform it so that it can function effectively in specific socio-cultural realities. Translations of this type are referred to as transcreations and are used in widely understood marketing activities. Transcreation is not only the correctness of translation, but mainly catchy and understood in a given society message that  effectively encourages you to use the services of the company or encourages you to familiarize with the particular product.

The standard translation emphasizes the reproduction of true copy of the original text. Transcreation is the art of professional adaptation of creative concepts, hermetic metaphors and symbols with the aim of trigging those same emotions and associations that were included in the source content. A professional on transcreation is not only a professional in the field of translation, but also a person with flair for literary, who knows language nuances and has a great knowledge about the culture of the country or the specifics of the target group. Transcreation is used when the effectiveness of the text depends on the tone and style of the current specific cultural environment. It adapts the original concept to the needs of the local market. With transcreation a message is perfectly fitted to the expectations and tastes of customers.

See also