Transcreation, or creative translation, is a service mainly used for marketing projects.
It involves more than a simple recreation of the content in the target language. The transcreator uses the source text to develop a message for a specific target audience, taking into consideration the audience’s profile, need for information, communication language, attitude, cultural aspects, and more. The result of transcreation is content that evokes the emotions required to make a purchasing decision.
This service can often include the modification of the graphic layout, adjustment of images, or a change of colour theme. In short, transcreation involves all elements that determine the effectiveness of marketing communication.
This service should be preceded by a creative brief which defines the assumptions and goals of the campaign to be adapted to a linguistically and culturally different market. The service involves not only translators, but also experts in communication, cultural studies, advertising, and marketing.