Transcreation is a process of adapting a creative piece of work into another language whilst maintaining its cultural impact. The term is coined by a beautiful harmonization of ‘Translation’ meaning ‘conversion of written communication to another language’ and ‘Creation’ meaning ‘something of human imagination’. This harmony of words further simplifies the definition of Transcreation as ‘Creative Translation’.

Difference between Translation and Transcreation

A lot of internationalization services are now into the act of transcreation as it has increased its hold in the translation industry. The difference between the two lies in their approach. Translation is a completely language-centric approach used to convert the language of the source text whilst retaining the meaning of the text. On the other hand, transcreation is a marketing-driven approach used to translate a creative piece of content into another language whilst retaining the objective and marketing intent of the content.

In mere words, it would not be wrong to say that transcreation is a refined extension of translation but it certainly is more inspired, effective and creative than translation. With this, translation needs to succumb to transcreation for a completely creative approach.

Objective and Scope of Transcreation

The chief objective of this creative art is to carry across the advertising message or marketing intent across global cultures. It helps companies and brands to transcend their promotional activities beyond language and culture boundaries.

Advertising, marketing, literature, speeches and movie scripts are the best examples where transcreation holds its significance. The process in these scenarios is used to craft documents with the perfect piece of transcreated content without any misinterpretation of the marketing text. In such cases if mere word to word translation is used, the impact of the message delivered may vary from one audience to another. Hence, a slight creativity is applied to ensure that the impact stays intact across all languages. Adding some creativity to the traditional form of translation makes all the difference.

Whether it is jingles, advertising slogans, PPC campaigns or movie titles, it’s all the game of words. Just a few words and an incredible impact! Transcreation is what makes these few words count even beyond cultural boundaries.

Conclusion

Transcreation is at its budding stage as of now but the globalized century is increasing its hold in the translation industry. Be it electronic, entertainment, media or literature, transcreation is gaining acceptance across all sectors. It is certainly gaining momentum in the translation industry with better marketing scope and business expansion growth opportunity.

For translating various documents there are a bunch of translation tools as well as language services available on the internet to make it easier for individuals to carry out the task.

E-learning has now included tons of language services accompanied with translation tools that help one with changing a message from one language to another. Some tranlastion tools also consist of localization which helps the translator become adept with the local lingo and references of the language being used. These translation tools and learning services help in capturing the global target audience your product desires. The translation tools are very basic to use and one can wing the entire process as you go through it because of the simplicity and ease of its operation. It helps you in getting the message in the language you require and makes the entire process very simple and efficient.

To understand the views of the people living in other countries it is sometimes necessary to communicate certain data in their local language. Therefore with the help of learning services one can breach the linguistic barriers that prevent the message from being understood globally. The need for learning services is great as it helps in a couple of aspects in today’s world.

The first area in which these translation tools come handy are between the political aspects of two countries. Negotiations and other discussions that take place between countries are made easier to understand and process if it is translated into the other’s language. The second area of tranlastion tools and learning services is business. For effective marketin through out the globe as well as promotion and increased sales, marketers go for translation of their messages and advertisements to reach across globally. This helps in capturing target audience of more than one country therefore helping in sales and growth of the company. The third area is literature where the writers and authors can use translation tools to translate their work in to different languages so that people all over can understand and appreciate their work. Also entertainment and media tend to use translation tools to make sure that their movies can be seen and understood by people all over.

Basically the use of translation tools and learning services is to ensure that the message reaches a greater audience than it originally can. Other areas such as education and tourism also use these tools to improve their reach over the globe. There are now various companies offering such translation services that help the client make sure that his target audience of every religion and custom is approached to effectively.

E-learning has not only made the entire process of translation easier but it has also added value to most businesses and ensured that their product is circulated in a more effective manner.