Transcreation: Creative translation of marketing texts
Transcreation, an innovative combination of „translation“ and „creation“, goes far beyond conventional translation. It is a creative process which adapts marketing and advertising texts so that they have the same emotional effect on the target audience. Linguistic, cultural and emotional aspects are thereby carefully taken into account to ensure that the message is adapted optimally to the market concerned.
Why transcreation?
Simple translation is often not sufficient for marketing texts. Slogans, puns or cultural associations often don’t work in a different language or simply lose their effect. Transcreation ensures that the message is not only linguistically correct but also culturally suitable and emotionally engaging.
How does transcreation work?
In transcreation, expectations, values and special features of the target group are at the centre of attention. The text is not translated literally but newly formulated to preserve the intention and tenor of the original. An advertising slogan, for example, which is based on a pun in the original is replaced in the target language by a new slogan which has a similar effect.
Which are the advantages of transcreation?
Transcreation ensures a stronger emotional appeal to the target group. It enhances the acceptance of the brand and prevents cultural misunderstanding. It ensures that marketing messages are not only understood, but also generate emotion. Transcreation therefore is an indispensable tool for companies and a decisive factor in ensuring success on global markets.