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The difference between Marketing translation and Transcreation

Marketing Translation Vs. Transcreation: What’s the Difference?

Many companies devote energy, time and money into developing their marketing collateral, but tend to do so purely with a domestic audience in mind. When it comes to presenting your brand to new markets overseas, the cultural and linguistic barriers can seem rather daunting but they are imperative considerations if your international campaign is to be a success. This is precisely why professional marketing translation and transcreation services exist.

What is transcreation?

Transcreation is best summed up as creative international advertising translation. The act of Transcreation itself refers to a message being presented in another language in a way that has been moulded to suit a new audience. Specifically used with a marketing focus, the idea is to elicit the same emotions, wants and needs in the new audience as were intended for the domestic audience of the original message. This can involve the creation of new imagery, branding and copy. These alterations remain true to the spirit of the original (though they may differ greatly in appearance) and produce the same end result (usually, making the audience want to buy the product in question).

A variety of other terms are used to refer to transcreation. These include creative translation, international copy adaptation, cultural adaptation and cross-market copywriting. Read more