What can you do when you ask for a marketing text to be translated and then realize, upon seeing the translation, that the target text is not at all what you expected?
Why should sales and promotional material be handled by transcreators instead of regular translators?
Problems arise when clients request – and pay for – a translation but actually expect something that a copywriter would have written.
I bet that you have read somewhere that transcreation is a kind of “creative translation.” In fact, judging by Google results, “creative translation” appears to be the most commonly used term to describe transcreation.
Yet “creative translation” is a misnomer. Misleading at best.
What exactly do I mean when I refer to transcreation? What makes it so different from translation? I define transcreation as a unique type of service in the field of multilingual communication.
If you want corporate communication, public relations, or advertising material to make a (positive!) impact in other languages, a translation is most likely not the best solution. Better get a transcreation instead.
Why? What’s the difference?