… is a more creative form of translation. While dealing with creative content, slang terms or colloquial language, regular translation services can fail to convey the same meaning in another language as it does in its original language. This is when you need a more efficient solution, and this is exactly where transcreation comes in.
When changing words directly from one language to another doesn’t inspire your audience (or if there is no direct translation), transcreation can find the closest equivalent that elicits the same response in your audience using your target language. A prime example of when you might need transcreation rather than translation is The Dairy Association’s ‘Got Milk?’ ad. The ad campaign was highly successful in English speaking countries. But it didn’t have the same impact on the Spanish speaking market with the direct translation asking ‘are you lactating?’. The slogan was promptly transcreated for Spanish-speaking countries. Transcreation can also be applied while translating scripts into other languages to ensure they make sense to the target audience.
For example, a popular novel contained the metaphor ‘raining cats and dogs’. Whilst English-speaking countries would know this to mean it is raining heavily outside, the metaphor does not exist in Japan making it highly redundant and ambiguous. Our transcreation service is able to ensure your texts are able to convey their true meaning regardless of the language that they are being translated into. We can offer a quick turnaround and pride ourselves on great customer satisfaction. Contact us to discuss your transcreation requirements and to receive your free quote from our team of professional transcribers.