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.
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Just as we often have to dare to “condense” the target copy (see separate blog post), we sometimes have to dare to “expand” – weave in new information to convey something that is not well-known in the target-market culture.
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It is important to stress that there may be situations in which transcreations are necessary, but won’t be possible. That is the case when:
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Welcome to a website dedicated exclusively to the topic of transcreation.
I have based this site on the books I have written so far, and on the questions and feedback I get from colleagues around the globe. My idea is to make www.transcreationexperts.com a forum for the exchange of ideas and experiences of language service practitioners in the field of transcreation.
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Some people seem to think that transcreation is a ploy to sell translation by a fancier name, that is, a way to make more money by selling the same product with another wrapping. These people haven’t understood what transcreation is about.
The book will help you get that understanding. If you don’t feel like reading the book just yet, here’s the big-profit making gist:
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