Transcreation
Creative adaptation of content for a target market, beyond literal translation.
Definition
Transcreation combines 'translation' and 'creation' to describe the process of adapting content creatively while preserving the original intent, style, and emotional impact. Unlike literal translation, transcreation allows significant changes to make content resonate with the target audience. It's commonly used for marketing, advertising, brand messaging, and creative content.
Examples
- →Tagline: 'Just Do It' might become a culturally relevant phrase, not literal translation
- →Humor: Jokes rewritten with local references
- →Visuals: Campaign imagery changed for cultural relevance
- →Brand names: Sometimes adapted or kept original
Frequently Asked Questions
When do I need transcreation vs translation?
Transcreation for: marketing campaigns, taglines, ads, brand messaging, emotional content, humor. Standard translation for: UI strings, documentation, legal text, technical content. Budget: transcreation costs 2-5x more but is essential for brand content.
How is transcreation priced?
Unlike per-word translation, transcreation is typically priced per hour or per project. Expect to pay for creative briefs, multiple options, and revision rounds. Budget 2-5x standard translation costs for quality transcreation.