You might have previously come across the term “Transcreation,” but do you know what the term means? And how can you tell it apart from Translation?
Most of us have probably needed a quick translation at some point. Despite the numerous types of translations out there, such as literary, legal and medical, the term generally refers to the process of conveying words from a source language into a target language. The main goal of translation is to ensure that the meaning of the source text is accurately transferred into the target text.
Transcreation goes a step beyond translation. Formed by the words “translation” and “creation,” transcreation is a creative process that involves adapting content from one language into another to better suit the target audience. Transcreation is often used for marketing purposes, where transcreators are given more freedom to exercise their creativity compared to translation.
Translators are trained professionals with a professional degree and certification to provide translation services. They have high levels of fluency of the source and target language, specializing in a particular area; for example, medical translation.
Not all translations begin with a brief, as they are not a requirement for all translation projects. What might be helpful though would be a style guide and glossary. Translation can typically begin the moment your client sends over the source text.
Translators are typically paid by the word; transcreators, by the hour or even by the project.