Translation is about converting content from one language to another as communicating facts and meaning in the same way that the original text does. There are different types of translation such as translating prose, poetry and subject specific and technical content.
Different linguists have different capacities; some may be have a good grasp of the language and an added understanding of a particular subject, such as finance. These writers will be in a good position to translate content that other writers may not be able to even understand.
When it comes to creative translation, however, it is all about communicating an idea. A marketing copy that works in one language may not work at all in another language when it is translated literally word by word. With creative translation, it is often necessary to be more, well, creative!
This is where transcreation comes into the picture. A transcreation service will take creative copy in one language and create a new copy in another language. The content will communicate the same idea but in a way that is best suited to that particular language.
A big part of marketing is that the audience should be able to relate to the promotional material. Transcreation is the process of creating new content based on the original content in such a way that local audiences can best relate to it.
