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Language is constantly evolving.  So is the field of translation.  Transcreation is one example of a positive innovation:  a new craft that involves a combination of creative writing and translating.  The purpose of transcreation is to communicate the essence of the message being put across, and not so much to replicate the source text, word for word. As a result, the goal in mind, style and tone take precedence in the end product over the actual wording of the message.

 

Transcreation is largely used in creative communications.  For example in advertising campaigns with compelling and original wording.  This kind of copy will lose impact if translated literally.  The essence of the text will get lost in translation and the communication will not have the desired impact.  Through transcreation, we help you win over the hearts of your overseas readers, too. 

The below animation explains how transcreation works at Interlingo. NOTE: the voice you hear in this English animation is a computer voice, not a human voice! It is used to show you that synthetic voices can be considered as a very low cost alternative to an expensive human voice-over. 

Transcreatie

The creative process of transcreation

Transcreation involves a creative translator converting your text into the target language.  An editor will then refine that text, without having access to the source text.  The ‘translation’ reads as though it were written by a local copywriter, with the same impact as the original text.

Transcreation

Transcreation is a task for only the best creative and native writers; experienced specialists who know the local cultural values inside out.  Don’t be surprised if we return an altogether different text to you:  when transcreating, we are guided by the creative messaging and emotional tone behind the words rather than the individual words themselves.

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