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Translators do their best. But when it comes to quality localization of a brand, something more than plain translation is necessary for optimum output.
While translation will change one language to another, it doesn’t take care of figures of speech or idioms that are not universally common. Here is where you need Transcreation.
Transcreation means translation plus creation. Rather than change text from one language to another just like translators do, transcreation changes the documents in a manner that it retains its cultural meaning. Thus, the target market doesn’t just get a verbatim localization, every critical detail of value of transferred to cause the desired effects.
These details, when left unchecked, could cause severe problems to the brand localization project.
Passing the Right Message
Transcreation requires more resources than the traditional word-for-word translation, but the difference in output is worth every penny. This is why clients prefer to work with creative copywriters who are native speakers for a full suite of transcreation services. This way, the right message get across to the target audience.
Transcreation is majorly used in the field of adverts and marketing to develop cryptic messages and slogan to the target audience creatively.
Transcreation services can also work between speakers of the same language. An American creator will need transcreation to pass a message to a British audience as Britons may not comprehend most American phrases despite being an English speaking country.
Transcreation works for the following:
- Project Branding
- Language-specific Phrases
Transcreation for Globalization
Although transcreation services are one of the least sought-after services in the language industry, it remains a useful tool for Globalization.
Unlike translation, transcreation takes into consideration the target audience, nature of the project and the final aim when choosing the localization method appropriate for your project.
Transcreation makes use of creative devices to spice up the final product of the localization. You need devices like rhymes, metaphors, headlines, and puns to relate to your target audience effectively. Rather than translate verbatim, transcreation breathes life into the project.
Transcreation services cover all types of creative language. Thus saves the day when translation cannot capture the emotions or cultural meanings behind the literal sense of the text.
To get more from a localization project, transcreation is necessary. Especially when dealing with a foreign-speaking audience with two more language differences.